J&J puts gastric band on YouTube

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Johnson & Johnson's Ethicon Endo-Surgery is pairing consumer outreach on YouTube and Facebook with an online clinical support tool for its Realize adjustable gastric band.

The “Realize my Success” clinical support tool for patients offers them advice for before and after bariatric surgery, along with fitness plans, reminders, recipes and an option to share experiences with other patients.

The campaign follows an increase in promotional consumer efforts behind bariatric surgery as a way to not only lose weight, but also to combat diabetes. Last November, Covidien launched a site with testimonials and procedural details for potential patients.

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