Finding the Human Stories Behind the Products

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How do you keep it real when the subject is sensitive?

One-third of people living with a stoma have what experts call an ‘outward body profile’ – that is, they have a stoma and a hernia, bulge or curve around their stoma that causes their skin to curve outwards from the belly. Until recently, there wasn’t an ostomy appliance designed to help these people; many used flat appliances and dealt with the complications, worrying daily about leakage.


Coloplast decided to conduct extensive research and create an appliance to meet the challenges of outward body profiles. They turned to Advance A/S, their lead agency since 2008, to help develop the global launch for healthcare professionals and users. By April 2018, SenSura® Mio Concave was ready – the first ostomy appliance specially designed for people with outward body profiles. Together, Advance and Coloplast assembled a toolbox of global marketing assets to reach healthcare professionals and users around the world. Messaging, visuals, copy and videos communicated important product information, key benefits and spotlighted personal product reviews that could be translated across languages and cultures. 


“Two approaches have to be integrated into everything we do for Coloplast.” says Sofie Svarre, Advance’s partner responsible for Coloplast. “We’re communicating to both healthcare professionals and users, and that requires different language, framings, and priorities. We also have to balance product and innovation information with the more human/emotional side of finding the right ostomy solution.”


Advance developed a campaign global toolbox that included detail aids for nurses, direct mails for users, emails, print ads, banner ads and sales tools for teams around the world. The umbrella concept – “A curved fit for curved areas” – comes from the product’s unconventional, star-shaped baseplate and the fact that fitting a flat surface (or ostomy appliance) over a curved skin surface is problematic for users with outward body profiles.

SenSura® Mio Concave prelaunch testimonial

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The pre-launch video above was shot as part of the global toolbox to deliver practical product information and personal impressions of SenSura Mio Concave. As always, Coloplast didn’t use actors. All participants are real users and their feedback is raw and honest.  Advance lead video concepting, direction, photography, production, copywriting, editing and sound engineering. Photography, quotes, and clips were used for other toolbox materials.

SenSura® Mio Concave launch testimonial

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“I'm so touched. It's just so good – to think that we have made a product that gives them such an experience and faith in the future. The movie is amazing! I’m super proud of what we do at Coloplast. Much acknowledgment for you, Advance!”

- Anne Sophie Rahbek Olesen, Director of Ostomy Care

SenSura® Mio Concave will be available in Japan, UK, Germany, Denmark, Italy, Netherlands and Finland from April 2018 and launch in other key markets throughout 2018 and 2019.

For more information on Advance’s work for Coloplast, contact Sofie Svarre

Sofie Svarre

Director, Head of Insight & Strategy, Partner

23 32 56 79 SSV@advance.dk