“Only ‘Old Ladies’ fall and break their bones.” According to Radius Health, that is a Fractured Truth and they are armed to raise osteoporosis awareness in women in their 50s and 60s with their new unbranded Facebook campaign.

“There's hasn't been a lot of treatment options for a really long time,” said Kate Hermans, VP of marketing for Radius Health. “Osteoporosis isn't the hot topic du jour. When you highlight for physicians and patients that the prevalence is much greater than stroke, heart attacks, and breast cancer combined, it gets their attention.”

This new social media campaign rolled out in late May and includes messaging around ‘fractured facts’ to inform people that one in two women older than the age of 50 will have a fracture caused by osteoporosis.

Since their launch on Facebook, they have reached over 350,000 people with over 4,400 likes.

Why This Matters:

As we follow our 2017 trends, this new campaign fits nicely with our communication trend ‘Stay Awhile’:

“In 2017, we’ll see an even bigger push to deliver the most relevant content in the most useful places – whether that means consumers coming to brands or brands going to consumers.”

Rather than create a branded website to draw traffic, Radius created the conversation within the tool their target market was already using: Facebook. The results shared show us the continued need to meet our consumers where they prefer to communicate. 

About the Author:

As Strategist of Innovation, Drew is charged daily with championing innovative thinking and doing. Drew is part of a global team that leads new innovative ideas that attract different advocates among existing and potential brands that are shared across all agency partners. Drew is backed by over 16 years of brand, sales and marketing experience with Fortune 500 companies such as Progressive and Nationwide Insurance as well as Founder & President of his own healthcare insurance agency for 6 years. Most recently Drew was part of the agency team that launched Briviact for UCB, Foundation Medicine as well as key roles with Eli Lilly Oncology and Johnson & Johnson.