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 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

Evaluation INTERFACE User feedback to evaluate satisfaction and online experience Pre and post survey tools Redesign to improve design, content, and layout ONLINE 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?