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November is National Osteoporosis month and our global pharmaceutical client set out to show that bone health matters, especially to aging Canadians. Through research, we learned it was critical to elevate the importance of osteoporosis diagnosis and management as, during COVID-19, this “silent disease” was perceived as a less-urgent health issue. It was important to change that misconception. Read on to learn how this was achieved.

Getting – and staying – informed about bone health is critical for preventing and managing osteoporosis. Content marketing can deliver this. YouAreUNLTD understands the power of content marketing, now becoming the preferred approach for providing sustained education leading to consumer engagement and action.

INTRODUCING THE FEEL IT IN YOUR BONES CONCEPT

Our client’s goal was to educate consumers with information that resonated at an intellectual and emotional level. To deliver this, YouAreUNLTD developed the “Feel It In Your Bones” concept, an idea that positioned bones as one of the most important aspects of health. Our priority was to convey the message that bones are more than the body’s foundation: They are the foundation of life.

ROLLING OUT CONTENT THROUGH MULTIFORMAT AND MULTICHANNEL DISTRIBUTION

YouAreUNLTD launched an education and solution-focused content campaign, targeting aging consumers with special editorial features. We also used different content formats like infographics to simplify and present essential facts.

Feel it in Your Bones aimed to provide as much in-depth education around osteoporosis as possible, assisted by leading experts who contributed their insights on how to be proactive around bone health. This story features
Dr. Vivien Brown and provides links to self-assessment tools such as the FRAX test.

THE PEOPLE’S VOICE

To highlight bone health in a personal way, as well to underscore the importance of self-care in pandemic world, we reached out to osteoporosis patients who candidly shared their experiences with the disease. It was effective in presenting our client’s messages in an authentic, meaningful way. See our patient video here.

OPENING DOORS TO SUPPORTING RESOURCES

Pharmacists are a valuable resource in the prevention and management of osteoporosis and our client’s goal was to encourage an effective, two-way conversation between someone with osteoporosis and a pharmacist. Here’s how aging Canadians were able to learn more about the key role community pharmacists could play in their bone health.

BE UNBREAKABLE: INTRODUCING FEEL IT IN YOUR BONES DIGITAL MAGAZINE

We’re proud to share the Feel It in Your Bones digital magazine to coincide with Osteoporosis Month in Canada. It’s an ideal time to put bone health front and centre, and to talk about this “silent disease.” Leveraging a combination of previously created and new content, Feel it in your Bones is a comprehensive guide to osteoporosis diagnosis, prevention and treatment.

To further expand the reach of this publication, YouAreUNLTD partnered with Postmedia to develop a newspaper insert (an abbreviated version of the magazine), advertising and digital campaign.

HOW IS YOUR BRAND PROVIDING ASSURANCE TO YOUR CONSUMERS IN THESE UNCERTAIN TIMES?

Leading businesses and brands are guiding their customers, easing uncertainty, and showing them the way in the time of COVID. You can achieve this through content marketing. Turn to YouAreUNLTD for solutions and strategies on how best to tell your story in an engaging, powerful way.

Join Us on LinkedIn

Over the last few months,YouAreUNLTD’s LinkedIn community has been recognized as a go-to resource for curated content focused onthe longevity economy, global trends and insights, thought leadership, and breaking news about leading edge research. Stay in the know by following us today.

Let's work together to boost your business

As we move into late 2020 and early 2021 our focus will be on four strategic areas where we have architected initiatives to drive forward business agendas on aging:

Financial wellness
Ageless living
Nutrition
AGE-TECH

To learn more, please reach out to us.

UNLTD Strategy: Uncover your business possibilities through strategy design and UNLTD Potential Workshops. Partner with us.

UNLTD Targeting: Connect with Canada's new aging consumers through YouAreUNLTD's proprietary consumer databases. Let's chat today.

UNLTD Content. Speak to new aging consumers with customized content campaigns that resonate and drive engagement with your business. Let's talk - now's the time.

UNLTD Brand Studio: Develop relevant communication creative that is meaningful to the new aging audience. Get in touch with us to learn more.

Share our UNLTD Access business insights with your team using the links below, and invite them to register to receive their own monthly newsletter here.

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