Best Pharmaceuticals Website

These days, women in their 50s are taking charge of their health in new, bold ways—but often not their postmenopausal osteoporosis, which 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 Many people do not view it as a serious disease, and outdated thinking says it won’t affect them until they are much older.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 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.

We needed to show women with postmenopausal osteoporosis that they are strong, and that being strong means standing up to postmenopausal osteoporosis.

The Osteoferocious branded website was designed to break through the complacency and denial so prevalent in the postmenopausal osteoporosis space.

With bold colors and an equally bold attitude, the campaign defies not only the stereotype of women with postmenopausal osteoporosis but also the common depiction of these women in competitors’ marketing.

The site features osteoferocious women posing to show off their fierce fighting attitude, with highlighted bones superimposed on their bodies. These images resonated with our target—immediately conveying that we were talking about osteoporosis.

Education about postmenopausal osteoporosis and bone building was an essential part of the campaign, so we created clear, patient-friendly graphics and interactive bone models to demonstrate exactly how brittle osteoporotic bones can be.

The website launched with great success and garnered over 375,000 visits within its first 6 months. Other highlights include 9,922 downloads of the Savings Card, 1,530 downloads of the branded Doctor Discussion Guide, and 10,824 views of the Instructions for Use video.

Contributors:

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

PATIENTS & PURPOSE

Location: United States