TENA Pharmacy
Omni-channel assets
The Challenge
TENA is the market leader in pharmacy continence care. However navigating the category can be difficult, daunting and embarrassing for customers who are unsure which product is right for their or a loved ones’ needs.
With over 70 SKUs available to customers, pharmacists can lack the nuanced information of each individual product and would therefore benefit from additional information and resources to refer to. This could be utilised when consulting with customers, as well as aiding in organising fixture space in a cohesive manner allowing customers to easily navigate the products.
The Solution
Requiring a collaborative approach between the sales and marketing teams I worked alongside colleagues as we created two banks of assets: customer facing and pharmacist facing. Maintaining the core TENA branding was key, whilst breaking down the complex and stigmatised issue of continence to pharmacists and customers alike.
A key asset which was created was the Product Advice Card detailing information about each individual SKU including key product benefits, product codes and piece counts. This was arranged depending on gender and level of absorbency with the intention of allowing a pharmacist to quickly navigate through TENAs product solutions enabling quick recommendations to customers.
