Increasing product trial through influencer targeting

TENA - Healthcare

Increasing product trial through influencer targeting

TENA - Healthcare

Business challenge

TENA offers a range of incontinence products called Pants Discreet, that are designed to meet the varying requirements of males and females. A key group to influence consumer trial of TENA products are health professionals. This group was expansive and included Continence Nurse Advisors, Health Care Professionals, GPs, Obstetricians & Gynaecologists, Urologists, Physiotherapists, Pharmacists & pharmacy assistants and the Distributors.

Evergreen worked with TENA to analyse and segment health professionals, identifying those with greatest influence on total number of consumers and opportunity to recommend. Critical preliminary steps for the program to succeed were to leverage support from key opinion leaders (Continence Nurse Advisors), differentiate TENA’s core proposition, and prioritise tactics to maximise budget and human resources.

TENA needed to increase its profile and association with best practice in incontinence management and a patient’s quality of life, education of health professionals on the issues and management options for bladder weakness, and the provision of practical and simple ways to increase interest and opportunity for carer/end user discussion.

Strategy

Incontinence products are a low-level interest category. Influencers and health professionals required a practical and emotional reason to be able to start a discussion with their incontinent patients – it was all about ‘getting on with life’.

TENA Pants Discreet gave end-users the ability to maintain an active lifestyle, without the embarrassment of incontinence or the inconvenience of traditional bulky under garments.

The example chosen to illustrate the benefit in extreme was women astride a fitball in a gym training situation, where bladder control is necessary or leakage could lead to embarrassment.

A DM campaign to health professionals included an educational aspect to the promotional literature, along with the offer of an information kit and a TENA fitball for responding. 

Health professionals are generally time poor and have a high demand for their attention, so the creative needed to have great impact and a high recall.

Results

The campaign achieved an overall response rate of 13%, exceeding the expected outcome by 30%.

TENA viewed the creative strategy, execution and overall campaign as a fantastic success, feeling that the response from health professionals indicated that they would recommend TENA Pants Discreet to their patients as the product to enable them to lead an active healthy lifestyle.

Business challenge

TENA offers a range of incontinence products called Pants Discreet, that are designed to meet the varying requirements of males and females. A key group to influence consumer trial of TENA products are health professionals. This group was expansive and included Continence Nurse Advisors, Health Care Professionals, GPs, Obstetricians & Gynaecologists, Urologists, Physiotherapists, Pharmacists & pharmacy assistants and the Distributors.

Evergreen worked with TENA to analyse and segment health professionals, identifying those with greatest influence on total number of consumers and opportunity to recommend. Critical preliminary steps for the program to succeed were to leverage support from key opinion leaders (Continence Nurse Advisors), differentiate TENA’s core proposition, and prioritise tactics to maximise budget and human resources.

TENA needed to increase its profile and association with best practice in incontinence management and a patient’s quality of life, education of health professionals on the issues and management options for bladder weakness, and the provision of practical and simple ways to increase interest and opportunity for carer/end user discussion.

Strategy

Incontinence products are a low-level interest category. Influencers and health professionals required a practical and emotional reason to be able to start a discussion with their incontinent patients – it was all about ‘getting on with life’.

TENA Pants Discreet gave end-users the ability to maintain an active lifestyle, without the embarrassment of incontinence or the inconvenience of traditional bulky under garments.

The example chosen to illustrate the benefit in extreme was women astride a fitball in a gym training situation, where bladder control is necessary or leakage could lead to embarrassment.

A DM campaign to health professionals included an educational aspect to the promotional literature, along with the offer of an information kit and a TENA fitball for responding. 

Health professionals are generally time poor and have a high demand for their attention, so the creative needed to have great impact and a high recall.

Results

The campaign achieved an overall response rate of 13%, exceeding the expected outcome by 30%.

TENA viewed the creative strategy, execution and overall campaign as a fantastic success, feeling that the response from health professionals indicated that they would recommend TENA Pants Discreet to their patients as the product to enable them to lead an active healthy lifestyle.

Want to increase the effectiveness of your communications with Boomers and Seniors?

Want to increase the effectiveness of your communications with Boomers and Seniors?