Objectives
Establish the issue of incontinence care higher up the healthcare agenda for decision makers across Europe / worldwide. Position SCA Hygiene as a strategic partner, facilitating the debate surrounding effectiveness of specialist services, prevention, diagnosis, and solutions – balancing the need for better quality of life with demands on budgets and increasing demand due to the aging demographic.

Strategy and tactics

• Create an international conference – Global Forum on Incontinence (GFI) through which informed debate may drive the key issues in the treatment and management of incontinence

• Disseminate content of conference including interviews with key speakers and delegates through a website, conference documentary, conference report and PR pack

• Develop local and international media plan for SCA affiliates to activate conference in local markets

Results

Two GFI conferences have now taken place in London (2006) and Nice (2008), each attracting over 350 key decision makers from across the world. A third conference is scheduled for 2010 in Prague entitled ‘Incontinence – choosing the right direction’, the content for which continues to move the healthcare debate, and SCA’s involvement in it, forward.

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