Objectives
Engage UK care sector with branded customer magazine for care home managers, positioning incontinence as key management issue.

Strategy and tactics

• TENA Talk, a customer magazine with editorial positioned between trade journal and consumer title - quick and easy reading for target audience, yet setting out clear commercial messages

• In partnership…mix of interviews, original articles and contributions from patient organisations, regulators and customers

• Interactive sections facilitating comment / feedback

Results

Based on customer feedback, pilot issue has paved way for triannual publication with a circulation of 10,000. Contributing organisations have included Stroke Association, Alzheimer’s Society, Marie Curie, Royal College of Nursing, BUPA and others.

Demand for new products and consultancy services from TENA have resulted as a direct response to TENA Talk.

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