Convatec is a global medical device provider specialising in continence, ostomy and advanced wound care. Looking to boost consideration and penetration in a competitive Australian market, Convatec wanted to bring to life its new Forever Caring brand platform through new digital content streams.

Seeing an opportunity for growth in Australia, Convatec has refocused to become synonymous with continence and intermittent self-catheterisation treatments — with a focus on people living with incontinence due to spinal injury. This focus stems from the consistent and lifelong catheter use of people living with spinal injuries. In a highly regulated industry where brand consideration is hard won, Convatec’s Forever Caring platform represents a promise of quality and intangible value to existing and new customers.

With 1 in 4 Australians experiencing incontinence at some stage of their life, we saw an opportunity to start a conversation with an underrepresented community. From industry experts busting myths, to the incredible Great Comebacks of the spinal cord injury community — lifelong users of continence products — we delivered an enthralling medical podcast that also met the requirements of an incredibly regulated category.

Already tried and tested in the US, Convatec was launching Cure Medical’s range of catheter solutions in Australia. While the podcast was spruiking the real stories of the continence community and their supporters, our advertising and content directly addressed the common concerns of Australians via search. We also answered the biggest question of all through a new product slogan, Comfort without Question.