Our goal was to disrupt complacent thinking among the physicians who typically treat women with osteoporosis, or who may treat its related fractures, including endocrinologists, rheumatologists, orthopedic surgeons, and primary care physicians.

This disease-state education campaign increases urgency to take action, while adhering to strict disease-specific guidelines. It cannot be linked to treatment options or feature anything suggesting specific brands or brand calls to action. Facts must be referenced to peer-reviewed journals. Materials are subject to client's medical, legal, regulatory approval.

Women are at an increased risk of osteoporosis beginning at menopause, which in the United States, typically starts in the early 50s. Women in this age group are typically not thought of as having osteoporosis. If a postmenopausal woman has a fracture, it may not be evaluated as an osteoporotic fracture because market research with physicians showed that a bias exists that osteoporosis occurs only in “elderly” women. If this diagnosis is missed, women may be put at serious risk for additional fractures, loss of mobility, and even death.

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