Best Pharmaceuticals Social Media Campaign

These days, women in their 50s are taking charge of their health in new, bold ways—but often not their postmenopausal osteoporosis. Osteoporosis remains stigmatized. Many people do not view it as a serious disease and outdated thinking says it won’t affect them until they are much older. Women may not realize that their fracture is related to postmenopausal osteoporosis and attribute it to age or clumsy mistakes, but 50% of women over the age of 50 will experience a fracture due to osteoporosis at some point in their lives.

Our goal was to empower women over 50 to harness their inner strength and stand up to osteoporosis—and what better way to do so than on a social platform that promotes community, sharing, and engagement. Facebook was a natural fit for our 50+ demographic.

We started with the launch of a TYMLOS branded Facebook page and newsfeed ads— including a Canvas ad—before rolling out weekly promoted posts consisting of original content created just for the social component of our Osteoferocious campaign.

Each post is intended to inspire, educate, or inform, while feeling cohesive and a part of the larger campaign. By defining distinct content pillars, we ensure that our content ladders up to a specific marketing objective, while reflecting the bold colors and equally bold attitude that define the Osteoferocious campaign.

Since the launch of our Facebook page, our engaging content has helped usher 20,182 unique users directly from Facebook to TYMLOS.com.

Contributors:

Senior Product Manager, Consumer:	Gerry O’Connor
Senior Director of Marketing:	Lindsey McClennen
Brand Manager, Consumer:	Andy Hickey

PATIENTS & PURPOSE

Location: United States