From Fear & Fragility
Osteoporosis ads are dominated by frailty: a sea of stereotypically passive elderly people enjoying mundane activities. The message to people with osteoporosis? Hope to hang onto the bone you have while you slowly sacrifice your life. Not with a bang, but a whimper. WE DON’T BUY IT. And neither do osteoporosis patients.
TO DEFIANCE & STRENGTH
Add to the Bone is a rallying cry for patients who refuse to be intimidated by the “fear of fracture” mentality. This is a campaign that’s standing up for those unwilling to stick to the status quo and hell-bent on tackling osteoporosis on their own terms: powerful, undaunted, and ready to fight back by actively rebuilding bone with TYMLOS.
AbelsonTaylor partnered with Radius Health to launch the Direct-to-Consumer “Add to the Bone" Campaign for TYMLOS, an anabolic treatment for osteoporosis that rebuilds bone. Recognizing that many patients are not familiar with options beyond traditional antiresorptive therapies, this campaign sought to engage and resonate with those who might not know about this anabolic treatment and motivate them to ask their healthcare providers about TYMLOS. The campaign’s goal is to change the way osteoporosis patients are talked to in osteoporosis marketing, recognizing their strength and confidence and empowering them to go on the offense against their osteoporosis by highlighting TYMLOS’s ability to rebuild bone, rather than merely slow bone loss. The primary objective is to drive awareness of TYMLOS and increase new patient enrollments.
Results reflected the surge of activity and action we hoped to see – in just the first 6 months of launch, conversion numbers surpassed the prior year's metrics and, in 2025 alone, we reached over $2M diagnosed osteoporosis patients, driving 170K of them to talk to their doctor, leading to 5.1K gross brand conversions.
