For many healthcare professionals, keeping their costs low in the short term often drives their selection when it comes to bulk healthcare product purchases.

We needed to make sure they understood the value TENA can bring, to them as well as to their patients or residents.

Our objective was relatively simple. We needed to persuade healthcare professionals that TENA offers better care for everyone - for them, for their staff and for end users - thanks to the brand’s superior products, expertise and range.

We had to communicate that lower quality options can negatively affect staff / carers and cost more in the longer-term when you consider their knock on effect at both a human and financial level.

We needed to equip the TENA salesforce with a simple, compelling narrative for TENA that can make interactions with key decision makers easier and ultimately more successful.

The film is set in a modern care home and shows how TENA’s continence care products have a positive impact on patients, caregivers and their businesses.

Across multiple scenes, the film shows how having fewer leaks helps patients to sleep better, eases skin irritation, reduces the number of products used and allows caregivers to spend more time building relationships.

The majority of the film plays in reverse, to visualise how TENA can reverse some of the strains and costs of providing continence care.

A female voiceover guides the viewer through the story and explains the mantra “Use better, use less”.

At the end of the film, a super reads: “In an NHS study, care workers supplied with TENA used 24% less incontinence products, with an average saving of 18%.”

The film ends with the TENA logo and the campaign message: #UseBetterUseLess.

The campaign film has been widely distributed to and adopted by global TENA stakeholders across multiple markets worldwide.

Whilst the campaign has only recently launched and we do not yet have extensive results, it has enjoyed unanimous enthusiasm for its narrative, execution and for giving TENA a compelling point of difference in a challenging and competitive B2B market.

In a key stakeholder survey, 100% of TENA employees who viewed and rated the film agree that it gives TENA a clear and compelling positioning for the healthcare professional audience.