Osteoporosis is a disease that attacks both the mind and the body. A diagnosis can bring depression, sedentariness and isolation, which can lead to additional fractures. The disease is as ubiquitous as aging itself, yet we hear few sounding the alarm for its prevention.
With empathy for both the patient’s mind and body, the BodynBalance system uses five principles: Push, Pull, Stretch, Network and Educate. The first three principles reference the BodynBalance training device: an adjustable, portable station specifically designed for osteoporosis patients to get a complete strength training workout without leaving their chair and without the fear of falling. With a flexible cup that fits below a chair’s legs and attached adjustable bands, the device facilitates a variety of workout routines. Workouts are prescribed by a physical therapist (PT) as part of the patient’s recovery plan, post-diagnosis. However, as BodynBalance scales, the ecosystem will expand and be made available in the broader community–at senior centers, in homes, in gyms and to those potentially entering into the ranks of the disease.
The final two principles reference the product’s extended ecosystem– online content and connection to a social and philanthropic movement. The isolation patients feel will not be solved by a product alone. BodynBalance will enlist our customers and ambassadors to build empathy for those suffering from Osteoporosis.
Osteoporosis is invisible and et pervasive partly because no one has effectively shined a light on the disease. BodynBalance will employ a cause marketing strategy, similar to the efforts of TOMS footwear or the (RED) campaign. Examples of possible marketing tactics are: Buy-One Give-One (product donation); and #DayWithoutABreak (posting a selfie with hashtag to drive awareness). The goal of this strategy is to increase the disease’s social footprint, tell osteoporosis patients’ stories and to transform the lives of those living in fear and isolation.