Prolia Qualitative Research Essay

Prolia® is indicated for Post Menopausal Osteoporosis (PMO) and has been advertising direct to consumers since March 2012. In late 2013 the Brand and Agency team commissioned qualitative research aimed at uncovering how to motivate women to act more decisively with respect to their PMO condition. That project yielded the powerful strategic insight that patients do not have to passively accept stasis can instead reconsider if they are doing all they can to strengthen and protect their bones from the potentially debilitating effects of PMO. 
The current concepts under consideration aim to take advantage of this powerful call to action and motivate Bio-Naïve Treaters and non-Treaters to ask their doctor if Prolia would be right for them.

As part of the process, the team tested four creative ideas. The qualitative phase will be followed by a quantitative assessment to determine final campaign direction. This report documents the findings of the qualitative research. Aging Boomers and Silent Generation women are at a powerful crossroads in life. For so long, their lives were defined by taking care of others. Now that they have grown children who have their own children, they are confronted with designing their own next chapter and thoughtfully evaluating how they want to move forward. They want new adventures: big ones and great big little ones.
Living with PMO in a culture that values youth, beauty and activity is not for the faint of heart. Not only is the physical body at risk of fracture, but the psyche is wounded too
Pretty shoes are replaced sturdier flats and so goes a sense of femininity
Care-free exertion becomes ‘paranoia over falling’
Marks the end of participating in favorite activities like dancing, rollerblading,