AB0989 The impact of a low-cost digital and print awareness campaign on patient behaviour in relation to personal risk of osteoporosis and fragility fracture

Abstract

Background: The National Osteoporosis Society (NOS) 'Stop at One' campaign aims to encourage people who are over 50 and have broken a bone to find out, by taking an online quiz, if they are at risk of osteoporosis and to take action to reduce their risk of further fractures. A low-cost marketing intervention was trialled making printed campaign materials available direct to patients at the point of care (fracture clinic). Objectives: The analysis sought to establish whether the marketing intervention increased take up of the online quiz, and to what extent taking the quiz influenced people's behaviour with regard to their bone health. Methods: Between May and October 2017, the NOS placed Stop at One printed campaign materials encouraging people to take the online bone health quiz at 8 sites across the UK covering 13% (16/124) of UK postcode areas. 7 sites had no enhanced provision for secondary fracture prevention such as a fracture liaison service, 1 had a partial service. People who took the online quiz were sent a follow-up survey one month later. Results: Up to 1st , January 2018 1909 people took the quiz: -89% (1699) of these were over 50 -95% (1814) were female. -21% (443) of these lived in postcode areas of the pilot sites. -1359 people were sent a follow up survey one month after taking the online quiz, and 10% (142) completed it. 27%39 of these were individuals living in the postcode areas of the pilot sites. When surveyed, of the 142 respondents: -50% (71) of respondents had broken a bone in the previous ten years. -73% (104) thought they were at risk of osteoporosis after taking the test. -24%34 had either booked or attended an appointment with their GP to discuss their possible risk of osteoporosis. -A further 10%14 planned to book a GP appointment to discuss their risk. -31%43 had made changes to their exercise habits. -33%45 had made changes to their diet. Conclusions: Digital activity (patients accessing website) and the electronic patient survey show meaningful changes in patient behaviour to reduce their fracture risk. Visibility of the awareness campaign at the point of care increased uptake of the quiz and subsequent survey.