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Highly Commended

Confidence BE Product Launch

by Salts Healthcare with support from The Foundry

Summary of work

Salts Healthcare is an international manufacturer of ostomy products. In a complex market with little product differentiation, it recognised the need to fulfil the demand for a new innovative stoma bag.

Aligned to its company vision of ’Caring, listening and innovating to improve lives’, Salts researched how people feel about having a stoma, what factors affect their confidence, how they select stoma bags and what marketing messages resonate with them.

This inspired the development and launch of their most exciting product to date. Confidence BE offers a range of innovative features designed to help patients be whatever they want to be, and is the only stoma bag available in three colours – black, white and stone – an industry first.

Sales have been unprecedented. Confidence BE has grown nearly 50% faster than Salts’ previous best-selling brand, and market share has risen 1.3% in the closed and drainable flat markets (combined) in the last 12 months.

More importantly, the feedback from customers and Stoma Care Nurses has been phenomenal. Confidence BE really is changing patients’ lives: “I went to a very important dinner and practically forgot I was wearing a bag, they were so comfortable!” (patient who sampled Confidence BE after launch).

Judges' comments

The Confidence BE Launch pictures really bring the product to life and the judges loved the commercials. It was clear that this product will dramatically improve patients’ quality of life. There was a good depth of customer research and strong consumer objectives. This had a pragmatic approach and is procurement-driven in the NHS.


ALUNBRIG - by Takeda UK and Ireland with support from Rock Unlimited, part of Health Unlimited

Highly commended

Confidence BE Product Launch - by Salts Healthcare with support from The Foundry

Key dates

Entry deadline 25 August 2023
Extended entry deadline 1 September 2023*
*additional fee applies
Judging Day 10 October 2023
Company/Team of the Year Interviews 3 November 2023
PMEA Event 22 November 2023