Project: Wisely against osteoporosis!Category: PUBLIC SECTOR COMMUNICATIONSummary Wisely against osteoporosis is a project aiming and challenging to convince ladiesafter 50 to undergo the bone density measurement to identify their risk ofosteoporosis and, if necessary, to initiate treatment, thus protecting from disablingfractures that in the case of osteoporosis – the fragile bones disease easily occurs asa result of minor injuries.Objectives- To focus public and media attention on the topic of osteoporosis.- To encourage unidentified osteoporosis patients to undergo bone densitymeasurement at diagnostic offices.- To inform patients about need not to interrupt on their own the ongoingtreatment to ensure the effectiveness of the treatment of osteoporosis.Strategy- To inform about osteoporosis and options to diagnose this disease, cope withit and be treated effectively – free newsletter Osteo Ziņas.- To create noticeable events – action Newsboys on the streets of Riga.- By creating a catch to interest and encourage to undergo bone densitymeasurement – action Cheese for bone health, osteoporosis screening at pensioners’associations, radio advertising with the famous person’s appeal.
- To distribute informative materials in the places convenient and habitual fortarget audience – at pharmacies, medical institutions, pensioners’ associations, publictransport, residential areas, etc.- To provide regular information to the society via media.Outcome- In 2010 national quota allocated to bone density measurement had 100%used.- More than 4,000 ladies examined the bone health for the first time.- More than 60,000 current and potential osteoporosis patients are provided withinformation on osteoporosis treatment options, as well as the need of further long-term therapy to ensure osteoporosis treatment effectiveness.- The topic of osteoporosis is actualized in the society and widely reported in themedia – more than 200 reports in the media.SituationOsteoporosis is an imperceptible evolving disease predominantly affecting womenafter 50 and making bones fragile. Hip, vertebral and wrist fractures are typical forosteoporosis.In Latvia more than 200,000 people are affected by osteoporosis-induced fractures, i.e., every third woman and every fifth man after 50.In 2009 the number of bone density measurements significantly decreased. 37% ofthe national quota allocated was not used.Opportunity – to focus public attention on the topic of osteoporosis and invite ladies toundergo the state compensated bone density measurement (patient co-payment onprescription LVL 2.00).ObjectivesLatvia Osteoporosis Patient and Invalid Association set objective to implementinformative and action-orientated communication campaign:- To focus public and media attention on the topic of osteoporosis
- To encourage unidentified osteoporosis patients to undergo bone densitymeasurement at diagnostic offices- To inform patients about need not to interrupt on their own the ongoingtreatment to ensure the effectiveness of the treatment of osteoporosisTarget audience:- Current patients- Unidentified patients, primarily women, 50+Stakeholders:- Osteoporosis diagnostic offices (19)Research:- The legislation study on the procedure of the compensated medication receipt- Organization of the patient and diagnostic offices doctors focus groups- Identification and assessment of the media environment and previous activities- Identification of opinion leaders- Patient survey organizationStrategyTo reach the objective set for the campaign the needs, habits and arguments of targetaudience were identified, thus defining in the creation of the strategy five keystones ofthe campaign – to inform, to educate, to interest, to encourage and to be closer.- To focus public attention on the topic of osteoporosis by creating noticeableevents and providing regular information on the topic to the public via media.- Through informative educational materials for osteoporosis patients spread inthe places convenient and habitual for target audience to inform about osteoporosisand options to diagnose this disease, cope with it and be treated effectively.- By creating a “catch” to interest and encourage potential osteoporosis patientsto undergo bone density measurement.- To be closer to the target group by offering opportunities of osteoporosisscreening and information resources extraction closer to their home.
Being aware of target groups’ living habits characteristics the campaign was designedin two stages – in spring and in autumn/winter 2010.Execution- Free newsletter on bone health Osteo ZiņasTwo issues (spring and autumn) of the newsletter were created and distributed atevery stage of the campaign, including the partner sites – diagnostic offices, familydoctors’ practices and pharmacies Mēness aptieka.- “Newsboys on the streets of Riga”April 20 and 24 – young men dressed in the costumes of 1930s newsboys distributedthe latest issue of Osteo Ziņas for the ladies on the streets of city center, near anddistant areas, in central station, market, public transport, etc. On October 20, WorldOsteoporosis day, newsboys delivered the latest Osteo Ziņas to journalists writingabout health field.- Osteoporosis screening measurements at pensioners’ associationsAt 11 sites around Latvia osteoporosis screening measurements had carried out. Thismeasurement allows to determine the risk of osteoporosis – the need to confirm thediagnosis by DEXA.- Osteoporosis screening participants’ surveyThe women of risk group undergoing measurement completed the questionnaire onquestions (26) about osteoporosis. The results reflected in upcoming Osteo Ziņas,media, etc.- Radio advertisingWell-known psychotherapist Aina Poiša appealed to women of Latvia (October toDecember) to check their bone density - I already did it!- Cheese for bone healthCollaborative project of LOPIA with stores’ chain Maxima and diagnostic offices.4,500 patients undergoing the bone density measurement for the first time received acoupon for purchase of 200 g cheese for LVL 0.01. The campaign took place aroundLatvia from October 20 to December 31.- Other activities
Regular media relations informing on latest news in the osteoporosis field andpromoting associations’ toll free phone number and website www.osteo.lv.Documented Results- In 2010 national quota allocated to bone density measurement had 100%used. Remaining patients had option to undergo measurement on full price LVL 10–28 depending on medical institution or wait for next year’s quota of measurements.- More than 4,000 ladies examined the bone health for the first time.- By using own medium – Osteo Ziņas more than 60,000 current and potentialosteoporosis patients are provided with information on osteoporosis treatmentoptions, as well as the need of further long-term therapy to ensure osteoporosistreatment effectiveness. 80,000 copies in Latvian and 35,000 copies in Russianof Osteo Ziņas distributed during campaign.- 602 persons at risk group age participated in the osteoporosis screeningmeasurements. Osteoporosis detected on 30%, osteopenia (a condition prior toosteoporosis) on 38%.- The patient survey involved 478 respondents.- During the campaign more than 2760 calls received to LOPIA toll free phonenumber, website www.osteo.lv had 6640 visits – the Internet is not the main source ofinformation for the target group.- In 2010 osteoporosis campaign’s activities had reported in the media of Latviamore than 200 times.Relevant linksWebsite of Latvia Osteoporosis Patient and Invalid Associationwww.osteo.lv