15th March 2017

Restore the Floor: Highly Commended in OTC Marketing Awards

Solaris Health scooped another award in last week’s OTC Marketing Awards with a ‘Highly Commended’ for our work with INNOVO, a pioneering non-invasive solution designed to restore pelvic floor strength and eliminate urinary incontinence. Judges commented that “INNOVO’s campaign was innovative, like the product itself, and we liked the way the campaign generated direct sales.”

“We are so proud and excited about our OTC nomination, and ‘Highly Commended’ achievement,” commented Sophie Boutin, Marketing Manager UK. “Brand launches can be quite daunting as you are pretty much starting with a blank canvas. You need to truly understand your customer and deliver a message that will be meaningful to them and that will resonate, especially on a taboo subject. It was a huge amount of work and absolutely a team effort. We are so grateful to have the Solaris Health, Speed and Bray Leino Yucca team in our corner to help us transform the lives of people suffering with this condition."

Breaking taboos

In a market dominated by ‘coping mechanisms’, which simply manage the problem rather that treat it, INNOVO is clinically proven to work, with 93% of users reporting a significant reduction in ‘leaks’ after just 4 weeks.1 As many as one in three women in the UK are affected by urinary incontinence, many as a result of childbirth, yet 68% have never consulted their GP.2

The campaign targeted women with young children who research had identified were likely to experience a high frequency of involuntary leaks.  But research also showed that there was poor understanding around the cause of their condition: a weak pelvic floor, because urinary incontinence is still a ‘taboo’ subject and rarely discussed.

It was also important to inform and engage with healthcare professionals (HCPs): GPs, specialist nurses and women’s physiotherapists who act as advisors for women seeking treatment.

Launching Restore the Floor

Capturing the campaign essence, Restore the Floor became the innovative and meaningful call to action that intrigued and engaged our core audiences. A launch event in March 2016 was hosted by pelvic floor health experts Jane Wake and Dr Julian Spinks. Celebrity ambassadors, Jo and Leah Wood, also helped demonstrate the importance of 1:1 conversation creation, particularly between mother and daughter on this sensitive topic.

OTC Marketing Awards

The INNOVO campaign won ‘Highly Commended’ in the ‘Best Marketing Campaign on a Small Budget’ category. OTC bulletin’s prestigious OTC Marketing Awards recognise the best of the British OTC industry. These unique awards focus exclusively on suppliers of OTC products – non-prescription medicines, food supplements and selected unlicensed healthcare products – in both pharmacy and grocery.

 

1. Soeder S, Tunn R. Neuromuscular electrical stimulation (NMES) of the pelvic floor muscles using a non-invasive surface device in the treatment of stress urinary incontinence (SUI); a pilot study. IUGA Poster Presentation Conference, 2013; Dublin, Ireland.

2. www.bladderandbowelfoundation.org