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Bone Savvy
Online and in-the-know about Osteoporosis and Osteopenia
Samantha Moland
Specific Aims• Design an effective online health community
to meet the needs of younger women with osteoporosis and osteopenia
• Relevant prevention and treatment information, conversation, and support
• Savvy and intelligent design for younger, independent-minded demographic
Osteoporosis 101• “Porous bone” = low bone mineral density
• High risk of fracture to the hip, spine, and wrist
• “Silent Disease” and public health problem– 1 in 2 women age 50+ will break a bone due to
osteoporosis (1 in 8 men)– 71% women remain undiagnosed – DEXA scan is the primary diagnostic tool
Risk Factors• Female• White/Caucasian,
Asian• Post-menopausal• Family history• Thin, small frame• Eating disorders or
diseases that affect calcium absorption
• Diet low in calcium and vitamin D
• Physical Inactivity• Smoking• High caffeine
consumption• Excessive alcohol
and drug use
Prevention and Treatment
• Critical to build bone mass during peak bone density years (18-25)
• Dietary calcium & vitamin D– E.g. yogurt, milk, salmon, almonds
• Weight-bearing Exercise– Strength training, aerobics– Flexibility exercises
• Pharmacologic – Rx drugs, supplements
Prevention and Treatment
Young Women & Old Bones
• Diagnosed with Osteoporosis• Diagnosed with Osteopenia • At-risk for Osteoporosis/Osteopenia
– Calcium deficient women– Eating disordered women
Competitors• The Osteoporosis Community
• The Osteoporosis Connection
• Health Boards: Osteoporosis
• Public understands osteoporosis as “old woman’s” disease• Young women idiosyncratic, deviate from characterization• Absence of tailored website for young women with osteoporosis
or osteopenia– Has become a subtopic in other forums / websites
– Existing online health communities about osteoporosis are for older women with the disease
Bone Savvy• Not about grandma’s old bones• Young women, ages 18-25• Targeted and age-appropriate
information, discussion, and support
• Opportunity to share similar stories and experiences dealing with osteoporosis
• Focus on treatment and limiting progression of disease
Personna Development
• Kara, 24, female, Caucasian, Single• Diagnosed with Osteoporosis• College educated, works and lives in Manhattan• Exercises and strength trains regularly and strives to
maintain a diet rich in calcium and vitamin D
Secondary Audiences
• Families, friends, boyfriends• General public: online searches
for “osteoporosis” • Women’s health professionals • Research studies (institutional,
educational, federal)• Advertisers, Sponsors,
Partners– E.g. dairy companies, vitamin
retailers, gyms
Technology Environment
• Static Content– National Osteoporosis
Foundation, NIH, CDC, webMD.com,mayoclinic.com
• Registration process– Profile and blog generation– Enables posting privileges
• User-generated Content– Discussion boards,
blogs, profiles
• Supported Interaction– Expert chats, newsletters
Design & Development• Clean design, well organized • Strong focus on user-generated content• Engaging and illustrative for savvy target
audience• Create a sense of community, needs to be
representative of user feedback and input details
• Pilot site to test design
EvaluationINTERFACEINTERFACE
• User feedback to evaluate satisfaction and online experience
• Pre and post survey tools
• Redesign to improve design, content, and layout
ONLINE TRAFFICONLINE TRAFFIC
• Monthly unique views
• No. of registered users
• Retention rate (repeat visits)
• Inbound links
Marketing Plan• Launch date May 2008 to coincide with National Osteoporosis
Awareness and Prevention month
• Online marketing efforts to recruit larger, more established osteoporosis and women’s health websites to link to BoneSavvy.com
Sponsors & Partners
• Increased web traffic attractive to advertisers• Sponsors help sustain and legitimize site• Relevant to osteoporosis and women’s health
Questions?