Excellence in Engagement Through Multiple Channels (Digital and Traditional)

Summary of work

Salts Healthcare is an international manufacturer of ostomy products. In-depth patient research told us that there had been a shift in what people wanted from a stoma bag and we set about designing our best ever product – Confidence® BE.

This is the first stoma bag of its kind available in three colours – black, white and stone – and includes a range of innovative features designed to make life better for people living with a stoma – from exceptional filter to a quick-drying cover.

Traditionally, stoma bags are advertised in newsletters, at open days or via stoma care nurses, most with limited opportunity for a two-way conversation. But a radically different product called for a radically different marketing campaign.

To accommodate both the older, and the growing number of younger, ostomists, our campaign needed to balance traditional media, such as conferences, press ads and email campaigns with You Tube videos, web content and social media.

What resulted was a truly engaging multichannel approach that saw sales grow nearly 50% faster than the previous best-selling brand and an uplift in market share. More importantly, the feedback from customers and SCNs has been phenomenal. Confidence® BE really is changing patients’ lives.

Judges' comments

The confidence BE Launch campaign had extremely positive patient feedback and good supporting documentation. The judges really liked the patient personas and how they delved into each one. It was driven through channels to help patient engagement and it identified these channels very clearly.