More than five million adult Filipinos today suffer from the effects of arthritis and rheumatism, according to the Philippine Rheumatology Association.
Arthritis and rheumatism are painful joint conditions that cause people to experience pain in doing even the simplest of tasks. An aging population, plus rheumatism-prone working conditions, adds to the increasing number arthritis and rheumatism sufferers.
As a result, the market is flooded by pain-relief products to address their needs. To set itself apart from this crowded market, Unilab, makers of the Skelan anti-inflammatory medication, sponsored Vhong Navarro’s latest hit single “Ayos na ang Buto-buto” to market its new product.
“Ayos na ang Buto-buto,” besides being a hit among the youth, is also a healthy dance-exercise for the more mature audience.
“Aside from providing pain relief, we understand that helping prevent or minimize the problems caused by arthritis and rheumatism is also an important issue, which other products fail to address,” says Jazmin E. Hernandez, Unilab’s Consumer Health assistant product manager.
Dance-exercise for healthier joints
Research has shown that regular exercise actually helps your joints to stay healthy. When done right, low-impact exercises like dancing strengthen the muscles and tissues around your joints, so they will be able to support and protect those joints—even those that are weak and damaged from arthritis.
Unilab promoted the health-improving benefits of Navarro’s dance exercise hit to keep people’s joints in better and less painful working condition. Unilab consulted a physical therapist to make sure that its moves are friendly even for those arthritis- and rheumatism-stricken joints.
So while the dance-exercise makes their joints in good working condition, Skelan provides a proven safe and effective relief from intense joint pains, inflammation, swelling and stiffness caused by arthritis and rheumatism.
The song’s title, which means “it’s settled,” or “its done,” is a well-known colloquial expression among the older generation. “Ayos na ang buto-buto’s” literal meaning likewise serves as the perfect catch phrase for driving home the brand’s promise of pain relief for arthritis and rheumatism-sufferers.
More affordable
To capture more of the arthritis/rheumatism market, Skelan also offers a 20 percent price advantage over its market competitors. A lower price is always a boon, and even more so for the more mature market.