Sarcopenia is a health condition that affects up to 20% of older Americans. It is characterized by the progressive loss of muscle mass and strength and results in reduced independence and increased risk of critical injuries. Yet sarcopenia remains largely misdiagnosed or untreated.
Working with the nonprofit Alliance for Aging Research and its Aging In Motion Coalition (AIM) in 2021, Reingold led a nationwide survey of primary care and specialist physicians to gauge their knowledge of sarcopenia and understand common practices. The study was designed to support AIM’s education of providers, patients, lawmakers, and other audiences. Key findings from the study included:
Salient findings from the study were published in a medical journal, and insights have benefited AIM’s education campaigns among providers, patients, lawmakers, and other audiences. The research immediately equipped the Alliance to strengthen its outreach in support of aging Americans.
Reingold worked closely with AIM’s clinical experts to design a scientifically rigorous, mixed-methods research project. To make the most of our budget, we paired an initial phase of semi-structured, qualitative interviews with a second phase consisting of a quantitative online survey. This approach let us build on our findings from one phase to the next — using the interview findings to tailor survey questions in a way that would produce valid, easy-to-share statistics.
Next, Reingold connected with Medscape, the market research arm of WebMD, to distribute this paid survey opportunity to over 250 physicians on its subscriber list. To participate, physicians were required to work in specific specialty areas, primarily with patients age 65 and older and in outpatient settings. We set quotas to strive for balance among the providers and their patient populations in terms of geographic location, age, and several other characteristics.
When we say you need to exercise, we’re not talking about signing up for a marathon. We’re talking about walking up and down your hallway at home 10 times a day, three times a week.
— Physician (Geriatrics) Interviewee
When the results came in, Reingold researchers applied industry-standard data analysis techniques, not only to report on high-level trends but also to uncover any interesting insights from specific respondent groups. We also analyzed verbatim quotes from interviewees and survey respondents to identify statements that brought the message from the hard data to life with a firsthand, human perspective.
As we do for all research projects, Reingold went beyond delivering a report of face-value numbers that would collect dust on a shelf. We also recommended future marketing and communication initiatives and identified business opportunities (e.g., strategic partnerships, public policy campaigns) that could increase the collective impact of the Alliance and its partners.
The Alliance was able to immediately apply the data-driven insights from the study to upcoming programming on sarcopenia. AIM went on to author a peer-reviewed article in the Journal of the American Geriatrics Society that highlighted the findings. The article contributed new evidence about sarcopenia to the medical community while elevating the Alliance’s position as a thought leader.
Reingold is honored to be able to use research methods to distill complex topics into clear data, helping clients like the Alliance make informed business decisions. We are confident that — with data in hand — the Alliance’s work will improve experiences for older Americans across the country.
