Rhetorics In Source Of Strength And Back On The Road

The key rhetorical question ‘If you could make your bones stronger would you’ appears in Source of Strength and Back on the Road and was considered game changing copy
The question poses re-evaluation of the state of their osteoporosis and their treatment plan strikes a nerve for patients with PMO. It makes them sit up and listen and inspires them to reclaim their health, shedding a passive approach to treating their disease
It puts it on yourself. It’s a decision we all have to make. As women in our age group, we were indoctrinated to help others first. It lets me say ‘what’s in it for me?’ - NYC
I remember that line. Sure! Why wouldn’t I?! I want that for sure. – LA
It made me stop and think ‘yes, now tell me what you can do for me – LA
Sometimes when I go to the doctor, I am afraid to ask because I worry that he will think I am pesky – CHI
Prominence of the question is arresting and of particular value in a cluttered DTC environment
Why isn’t that in the beginning? If I heart that, I would turn around and listen – NYC
It activates you. It puts the disease on the tip of your tongue. That question would make me write it down and I would go to the computer and research it – CHI
Source of Strength
Highly relatable family interaction between an older woman and a younger child, which remind them of their families
Tugged at emotional heart strings because it captured loving interactions
BD’s physical activity was aspirational and emblematic of what they want to keep doing – she is the poster child for good bone strength in spite of PMO diagnosis

Just Getting Started
Aspirational portrayal of the spirit of the bucket list
Captured independence and self-fulfillment in the next chapter which was meaningful to women who have spent years putting others first (work/family)
The Great Wall symbolized the bone strength that is needed to walk and experience one of the world’s greatest treasures. However, the other vignettes were less PMO strength
It is a good indication that it is working – CHI
If a lot of people are using it and getting better that means it is a good product – LA
It made me feel secure – CHI

Furthermore, the high number of women who are using Prolia built urgency for patients to find out more. Patients were eager to see if it could work for them too
The population made it see urgent. The amount of women who have taken Prolia - NYC
The quantity of all the people make it the most urgent - CHI
The numbers idea makes me most likely to take action, and that is the one I like the least! The masses of people who say this will help. Maybe it will help me - LA
I was impressed with the numbers and how many people, seeing as how I don’t take something and I need to start something – CHI
Benefit & Role of Prolia

As it stands, the message that many people are strengthening their bones with Prolia is clear. But because the efficacy message is underlying, patients want to know more about what was driving the benefit. The why behind the what will enable the medication to occupy a more heroic role
It’s not clear why Prolia or how it helped these women – NYC
I didn’t hear a specific benefit –