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Know Place In Oakland

Our solution is designed to strenghten bones and aid in recovery using 3 basic principles: Push, Pull, Stretch, Network and Educate

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What challenges or opportunities are you trying to address within the problem? (200 characters or less)

The patient needs support both physically and psychologically. Using our fitness product, our fitness ambassadors, our social media storytelling and cause marketing we will tackle both challenges.

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. 

Who is your target end user and why will they be interested? (650 characters or less)

Occupational and physical therapists are an obvious influencing force in the osteoporosis community. Initially, we will offer therapists exclusive access to our product’s ecosystem–the fitness tool, training, online content and connection to a philanthropic movement. This ecosystem will launch first in recovery and senior centers for use by therapists with their clients. Next, after being endorsed by this professional community, the target market will expand a wider audience to be used in homes. The marketing plan is designed to attract not only those diagnosed with the disease, but also those who are at risk to be diagnosed, i.e. prevention.

How is your idea scaleable? (650 characters or less)

First, BodynBalance is designed to be affordable for the average consumer and health care providers. As well, our cause marketing strategy includes providing product to those sufferers unable to afford it. Second, we invest in providing the early adopters of our product (PTs) what they need to bring maximal success to their clients. Their confidence in our product will be the fuel that drives scaling into the home consumer market. PTs essentially become our mayvens. Third, we will focus on collective impact: how to partner, how to collaborate, how to develop a larger support ecosystem that will make not only patients, but the mainstream osteoporosis-aware.

What do/will you measure to know if your solution worked? (500 characters or less)

- Improvement in recovery time after fracture - Survey and studies of patient outcomes using data from physical therapists who adopt system to use with clients. - Improvement in patient attitude toward treatment plan and outlook - Survey caregivers about patient confidence and attitude before, during and after use of our solution’s ecosystem - Increased awareness of disease (who is at risk, prevention, therapies) and to network of supporters - Effectiveness of the marketing campaign will be measured by audience engagement on social media platforms. Increased awareness on social media will correlate with revenue and brand equity.

What is the current stage of development of your idea?

  • Prototype: We have done some small tests or experiments with prospective users to continue developing the idea.

If you were to become a Top Idea, would you want to actively participate in piloting your idea?

  • I want my idea piloted, but I’d prefer not to be involved in the pilot and prefer that the health system adopts my idea for piloting with assistance from the Challenge partner

Company / Organization Name, if applicable (140 characters or less)


Website (if applicable)


Tell us about yourself or your team (500 characters or less)

Jerl Laws - Project Manager and Illustrator Kelsey Wiedenhoefer - Director of Instructions, Pilates Nikki Vader - Occupational Therapist, Senior Center Karina Bingham - Email and Social Media Marketing, UCSF Russell Ware - Broker, Retired

Location (50 characters)

Oakland California

What is your legal / organizational structure?

  • We are individuals

How did you hear about the Challenge?

  • OpenIDEO announcement email


Join the conversation:

Photo of Koldun Victor

How to train your legs?

Photo of Jerl Laws

Hey Victor, there is an accessory that allows you to train your legs.

Photo of Jerl Laws

Pics added

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