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

• An older demographic meant that non-traditional but low-cost methods of marketing like social media, influencer marketing or digital marketing beyond Google ads or search would prove ineffective.
• Paper Crane updated the BioStrong website to better reflect the results of their program and secured paid advertising and partnership opportunities in print media along with sponsored television spots on CTV, sharing success stories from real BioStrong customers.
• For its owned media, Paper Crane promoted its services and benefits through BioStrong's owned media channels and trade shows to current and potential clients.

Results/Outcomes

• After the success of its advertising campaign efforts, BioStrong expanded to a second location to serve Calgarians even better.
• From launch, BioStrong saw an average increase of memberships (their primary monetization method) of 12 per month.
• The BioStrong CTV live on location advertisements saw an average spike of 2.5 new members after each ad.