Background

BioStrong is the first (and one of the only) places in Alberta where aging Albertans can build bone density naturally! Their proven system (based on Wolff's Law of osteogenic loading) allows their clients to safely lift four times their bodyweight in each session, triggering their bodies natural ability to grow bone which naturally increases density. They enlisted Paper Crane to help their target audiences understand the benefits of BioStrong.

Opportunities/Challenges

While physicians recognize the benefits of physical exercise in combatting osteoporosis, patients are unlikely to hear about osteogenic loading from their physician, leaving BioStrong’s marketing to do the heavy lifting. Paper Crane helped identify opportunities for BioStrong to help this audience understand their options and the benefits of consistent osteogenic loading.

Healthcare professionals like chiropractors, physiotherapists or massage therapists were more likely to understand the benefits of weight lifting to increase bone density

The Solution

• In six months, we created an enterprise-level learning management system (LMS) implementation and data migration, SCORM file integration, and a custom-built, retrieval augmented AI chat system
• This LMS helped to reach healthcare practitioners, people living with dementia and their family and friends. By creating an easy to use way to store, share and learn information about life with dementia, this website is increasing the accessibility of information and decreasing the spread of misinformation, making life with dementia easier.
• We created custom course pathways for their various audiences and allowed users to personalize their learning experience, save courses and collect course completion certificates.
• Along with the LMS, we also created a new brand for HelpForDementia, taking elements from the Alzheimer Society brand and building a brand that clearly and simply communicates the benefits of the LMS.

Results/Outcomes

• The primary measurement for the success of this site was its ease of use among people of all ages and abilities. Since launch, we've seen a tremendous amount of growth, both on internal metrics (quality of the site, user flows, etc.), strong initial metrics for month-over-month growth in the SERPs, time spent on site and interactivity metrics. We anticipate that, as the use of this resource becomes more widespread, these numbers will grow even further.
• Following the HelpForDementia launch, Paper Crane assisted the Alzheimer Society in a strategy to communicate and market this new resource to its network and beyond.