By far, the most powerful interactive element among Non-Prolia patients was the list of questions to take to doctors. These questions armed women be more proactive in their health and are consistent with their current behavior of writing down things to ask the doctor in order to maximize time with the HCP. Most wanted these as a printout list (not a digital asset)
RECOMMENDATION: This is a powerful interactive idea that should be worked into the campaign
All non-users claimed that they would go to Prolia.com to ’do their research.’ Some women said they would check out success stories while others felt they had other more pressing and interesting things to do. However, many women said they were interested in talking to other women with the same …show more content…
The word postmenopausal is not confusing and is interpreted the same as osteoporosis after menopause. Women do not confuse the indication with a treatment for menopause
Additionally, ’high risk of fracture’ is broader in nature as it encompasses all kinds of breaks to the bone, whereas breaking a bone for many implied a more severe break (compound and large scale). Also for some, it implied appendages more than hip and spine
It is worth noting that there was interest in starting the indication by reaching out women “for women” vs. leading with the brand name
Headline needs to be associated with bones or osteoporosis not just strength
Provocative reassessing statements or questions with expression that speaks to wisdom and confidence poke the feminist and remind her to take charge of her health
The questions about assessing bone health are critical
Messages add meat to the idea
Benefit statement with dosing
Statistics speak to efficacy (68%)
Science light (stop cells that damage)
Women need to be shown in active situations, enjoying their lives; leaning conveys unintended bone
RECOMMENDATION: This is a powerful interactive idea that should be worked into the campaign
All non-users claimed that they would go to Prolia.com to ’do their research.’ Some women said they would check out success stories while others felt they had other more pressing and interesting things to do. However, many women said they were interested in talking to other women with the same …show more content…
The word postmenopausal is not confusing and is interpreted the same as osteoporosis after menopause. Women do not confuse the indication with a treatment for menopause
Additionally, ’high risk of fracture’ is broader in nature as it encompasses all kinds of breaks to the bone, whereas breaking a bone for many implied a more severe break (compound and large scale). Also for some, it implied appendages more than hip and spine
It is worth noting that there was interest in starting the indication by reaching out women “for women” vs. leading with the brand name
Headline needs to be associated with bones or osteoporosis not just strength
Provocative reassessing statements or questions with expression that speaks to wisdom and confidence poke the feminist and remind her to take charge of her health
The questions about assessing bone health are critical
Messages add meat to the idea
Benefit statement with dosing
Statistics speak to efficacy (68%)
Science light (stop cells that damage)
Women need to be shown in active situations, enjoying their lives; leaning conveys unintended bone