Salts Healthcare
Building Salts fastest-ever selling brand by listening
How do you make one of the oldest family-run companies in the UK, fresh, contemporary, and relevant? Salts Healthcare manufactures and distributes ostomy appliances, continence supplies and additional products in 24 countries worldwide. To achieve their mission of increasing turnover to over £100million, we helped them rebrand the company and launch their fastest ever selling product, Confidence BE®.
Interpret + Define
Through research, we helped Salts Healthcare determine its core brand values and differentiator. We discovered the company prides itself on talking to the users and prescribers of its products to ensure they are always meeting customer needs. When it came to developing a new stoma bag, this was the obvious place to start.
After conducting a series of focus groups, we helped Salts whittle down the key take-outs on product preferences, from fit and feel to colours and filter options. This informed months of research in the lab and the creation of their most advanced product to date. Now, all they needed was a name.
Imagine + Create
Available in a choice of three colours for the first time, this innovative, new stoma bag comes with a range of features, including a pioneering filter system, to make life easier for people living with a stoma. At last patients could be anything they wanted to be— comfortable, flexible, confident or coordinated.
We developed several product name and positioning options around the core benefits and tested them out on potential users. The clear winner was ‘Confidence BE®, for all you want to be’. With a staggered approach to an international launch, we created a long-term strategic marketing plan to drive sales, starting with the UK.
We created all the assets to deliver a fully integrated marketing campaign across social media and traditional advertising channels. This included everything from branding, photography and videography to a full website, sales aids and detail aids.
With our help, Confidence BE® was launched at key industry events, such as ASCN (Association of Stoma Care Nurses) and WCET (World Council of Enterostomal Therapists).
Rise + Shine
The original launch was a truly engaging multichannel approach that saw sales grow nearly 50% faster than Salts’ previous best-selling brand.
Our work achieved two ‘Highly Commended’ PMEA awards for Engagement Through Multiple Channels and Excellence in Product Introduction. The PMEA recognises innovation in products and services that improve patient care and provide better value for healthcare providers and payers.
We’ve since helped Salts launch two product line extensions: Confidence BE® Soft Convex and Confidence BE® Urostomy. This work gave us a chance to share stories from different audience perspectives. It featured heartwarming videos and podcasts with relatives and carers, as well as inside views from the Salts design team.
In healthcare, it’s not just about success on paper, the real win is aways the feedback from patients, carers and stoma care nurses—the people who benefit most from life-changing products like Confidence BE®.
