Understanding the Osteoarthritis Consumer

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  • In an effort to become a more consumer-centric organization, the Arthritis Foundation created a new department called Consumer Health last year. One of the objectives of this department is to continually assess and monitor the needs of the consumers through consumer research. We then use these insights to create products, programs and services that meet our constituents needs. Today we will share some initial insights about the osteoarthritis consumer. However, these insights are just the tip of the iceberg. We are currently conducting a new and sophisticated consumer research study that will allow us to gain an even deeper understanding of their arthritis consumers’ needs, wants and behaviors.
  • 51% of people with osteoarthritis we surveyed were diagnosed at least seven years ago. One in three people have been dealing with the condition for a decade or more.
  • Most people with osteoarthritis experience loss of joint function a few times a month or less. However, one in four experiences this loss every day .
  • 56% of people with osteoarthritis say that their arthritis interferes with their ability to exercise 50% say that their arthritis interferes with their ability to sleep 49% of people with OA say their arthritis impacts their social activities.
  • These are actual quotes from focus group participants (read quotes).
  • 53% of people with osteoarthritis say the weather caused or made their joint pain worse. 36% say that stress and too much physical activity caused or made their joint pain worse.
  • 53% of people with osteoarthritis say the weather caused or made their joint pain worse. There is no one treatment that the majority of responders felt helped “a lot.” However, it is interesting that the highest ranked treatment was maintaining a healthy weight, followed by prescription anti-inflammatories.
  • These are actual quotes from focus group participants (read quotes).
  • Out of those people who are currently not exercising to alleviate their joint pain . . . 32% of people with OA are not sure the best way to exercise 29% feel that exercise is not effective in managing their pain
  • I think this result from the pain survey is the most heart breaking and most compelling. Only 4% of responders feel like they can do everything they want to do. This is a huge opportunity for all of us to provide consumers with the treatments, resources and information to help them live better with arthritis.
  • These are actual quotes from focus group participants (read quotes).
  • Responders feel the most important goal of arthritis treatment is eliminating pain. The second goal is restore ease of movement.
  • Understanding the Osteoarthritis Consumer

    1. 1. Understanding the Osteoarthritis Consumer Marcy O’Koon Moss Arthritis Foundation March 26, 2011
    2. 2. Background <ul><li>Objective: Consumer-centric organization </li></ul><ul><li>Assess and monitor consumer needs through research </li></ul><ul><li>Products, programs and services that meet needs of people with arthritis </li></ul><ul><li>Future consumer research </li></ul>
    3. 3. When Diagnosed Source: 2010 Arthritis Foundation, Harris Interactive and Ad Council Survey
    4. 4. Loss of Joint Function: Frequency Source: 2010 Arthritis Foundation, Harris Interactive and Ad Council Survey
    5. 5. Arthritis Impacts Source: 2010 Arthritis Foundation Pain Survey
    6. 6. Arthritis Impacts: Social Activities <ul><li>“ I look for a chair the minute I get to a party, it’s embarrassing. I’m the only person sitting.” </li></ul><ul><li>“ I miss my social life. I used to be able to go out shopping with the girls, now I have a hard time keeping up.” </li></ul><ul><li>“ It’s like life on the sidelines.” </li></ul>Source: 2009 Arthritis Foundation, Kudzu and Ad Council Focus Group
    7. 7. Pain Contributors Source: 2010 Arthritis Foundation Pain Survey
    8. 8. Treatments Source: 2010 Arthritis Foundation Pain Survey
    9. 9. Treatments: Weight Loss & Arthritis Drugs <ul><li>“ When I did weigh 15 pounds less the knees did feel better.” </li></ul><ul><li>“ I don’t like taking all those drugs.” </li></ul><ul><li>“ There were too many side effects.” </li></ul><ul><li>“ I wish I had more choices.” </li></ul>Source: 2009 Arthritis Foundation, Kudzu and Ad Council Focus Group
    10. 10. Why Not Exercising? Source: 2010 Arthritis Foundation Pain Survey
    11. 11. Arthritis Limitations Source: 2010 Arthritis Foundation Pain Survey
    12. 12. Arthritis Impacts <ul><li>“ I’m envious of people who can go and do.” </li></ul><ul><li>“ It’s a really big bummer having to analyze where I’m going, and be so limited.” </li></ul><ul><li>“ I wish people could understand that it’s a disease.” </li></ul>Source: 2009 Arthritis Foundation, Kudzu and Ad Council Focus Group
    13. 13. Most Important Goal of Arthritis Treatment Source: 2010 Arthritis Foundation Pain Survey
    14. 14. Questions?

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