The Foundry helps Salts Healthcare reach record sales

When Salts designed their most innovative stoma bag, they needed an inspirational marketing campaign to match.

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Salts Health­care is an inter­na­tion­al man­u­fac­tur­er of osto­my prod­ucts. Fol­low­ing patient research, their design team cre­at­ed a stoma bag unlike any oth­er. But, with a chang­ing mar­ket­place, they need­ed an engag­ing cam­paign that was tru­ly rep­re­sen­ta­tive of today’s audiences.

Com­plete with a range of inno­v­a­tive fea­tures, such as a unique fil­ter sys­tem and quick-dry­ing cov­er, Con­fi­dence BE® is the first stoma bag avail­able in three dif­fer­ent colours: black, white and stone.

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

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A series of per­sonas were devel­oped to rep­re­sent each audi­ence type and real patients who were will­ing to tell their sto­ries through­out the cam­paign were iden­ti­fied. From the ini­tial name gen­er­a­tion to a fan­tas­tic launch at the UK’s biggest con­fer­ence for stoma care nurs­es, we’re proud to say Con­fi­dence BE® has become Salts’ fastest and best-sell­ing product!

Here are the amaz­ing results fol­low­ing the launch campaign:

  • First mon­th’s sales beat pre­vi­ous records by three times
  • 50% faster growth than Salts’ pre­vi­ous best-sell­ing brand
  • Web­site hits increased overnight from 700 to 5000 per day
  • Mar­ket sharerose 1.3% in closed and drain­able flat mar­kets — this type of growth is unprece­dent­ed for Salts Healthcare

The per­for­mance of the launch cam­paign and mea­sur­ing of cam­paign engage­ment has helped us focus on the best chan­nels for the launch of the line exten­sion, Con­fi­dence BE® Soft Con­vex. That launched ear­li­er this year and is fol­low­ing a sim­i­lar pat­tern, with sign-ups more than dou­ble the target.

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If you’d like our help with the launch, or devel­op­ment, of any brands or ser­vices that pro­mote health, well­be­ing or vital­i­ty, please give us a shout.