Broken Bone Thesis

D – “Don’t let a broken bone get in the way”
This ad was a double metaphor which confounded clarity of creative idea and main message. Women did not understand the purpose of the broken tree. For some it was a tree that had been sawed down to clear a path for walking (visually this reminded them of deforestation). For others, it was a broken bone which fought the idea of enduring Great Redwoods. So instead of helping the idea, the broken tree conflated the idea
Note, the woman was active and walking on a path that most knew to be unstable which supported the idea of Prolia efficacy
T – ”Don’t want a broken bone to slow me down”
While many of the women we spoke with are explorers, the Great Wall of China was seen as elitist and exclusive by
“It could do a whole lot more than slow us down” as one woman in Atlanta said. Women we spoke with suggested that a broken bone could put them in a nursing home, prevent them from doing everyday things (not just travel), and lead to complications that put their lives at risk. So while the idea was within the loss bucket, it was weak in reminding women what was at stake
M – “I may have osteoporosis”
This ad featured Blythe which many (in NJ) recalled from the television advertising. However, the headline with the word ‘may’ implied that it was not known if she had PMO, and the phrase “just getting started” implied that BD was new to the treatment. Due to this miscommunication, the idea was eliminated in NJ
S – “Strength within”
While considered a beautiful picture it suffered for two reasons. First, it was unclear what kind of strength the ad was referring to. As such, it was not obvious at glance that the ad referred to bone health for women with PMO. Second, the woman leaning against the tree instead of being active further confused the message of bone health
N – “With age comes strength”
Similar to S, it was not clear that the strength referred to bone health. Furthermore, once women studied this, they just didn’t believe that as they get older they get
The benefit is two-fold: strengthening bones (increase density) AND protecting from fracture with 1 shot every 6 months. Again the one shot every six months is a dosing mechanism that offers an important benefit when juxtaposed against the inconvenience of oral medications
RECOMMENDATION: Combine strengthening and dosing to make a more powerful benefit statement
This claim is bolstered by further efficacy data – a reduction of risk by 68% (Women taking Prolia for 3 years reduced their risk of new spine fractures by 68%)! Women want to be in the group that benefits from that big reduction. It’s worth noting that the high percentage was more compelling than what was being reduced, suggesting that women are hungry to benefit big time
RECOMMENDATION: 68% is the key here and should be promoted
A bit of science goes a long way to building credibility for Prolia’s big success. In this regard, the idea that Prolia stopped cells that damage bones was powerful for some women, particularly in NJ and ATL. Women in STL and a few in ATL worried that it prompted more questions than