How to market incontinence?

TENA's product overviews show the features and benefits of the products. Faster, higher, further - marketing usually acts in a similar way to these Olympic goals. Here, the motto is: more customers, more sales, more profit. But this 'more' can become a real challenge if the advertised brand is already the market leader. Growth is possible, but it is extremely difficult. This is a very positive situation for TENA incontinence products in the Swiss market. Maintaining the status quo is therefore of particular importance.Serve distribution channels individuallyThe task is to develop measures to secure the good market position in the long term. A look at the various distribution channels quickly makes it clear that three very different target groups need to be addressed: On the one hand, the pharmacies and drugstores that sell TENA products to end consumers. On the other hand, the Spitex organizations and finally the institutional users such as hospitals or nursing homes. The differentiated approach is imperative here, as the contact persons and interests of these various partners are very different.Information and training for the pharmacistA few examples can be used to illustrate the target group-specific approach. Let us first consider pharmacists and druggists. They and their employees are the mediators of product-specific and application-oriented information. The first priority is therefore to inform this B-to-B target group. For this reason, they are provided with various materials for sales talks. Some of these are used for the company's own information on the features and benefits of the products, while others are also suitable for passing on to customers. Naturally, these POS materials are produced in German, French and Italian, as are almost all other promotional materials. They are very popular with pharmacies.The range of written communications is supplemented by special training programs and presentations. This is also offered by the competition; but what is special is the fact that pharmacists can also hold an information event for their customers, i.e. the end consumers. This creates win-win situations where the company, the pharmacy sales location and the consumer can all derive their respective benefits from a single event.Business management considerations at hospitals and in nursing careIn the case of pharmacies and drugstores, therefore, special attention is paid to individual advice for individuals. Of course, this also comes into play at the institutions when product-specific information is provided. However, care facilities and hospitals are also becoming increasingly interested in the efficient use of resources. Business management aspects are increasingly taking center stage. In addition to the pure product facts, those responsible also want to know, for example, at what intervals a change should be made.A valuable aid here is the online tool TENA-Check, which provides an overview of care performance, product consumption and budget situation at any time. Especially under increasing cost pressure and staff shortages in care, this becomes a very important argument.Diversity with successThese are just a few examples from a comprehensive campaign. The multifaceted package of measures is paying off: As a result, the market share was maintained at the same level, and in sales through pharmacies and drugstores it was even increased further.