SCA’s incontinence brand TENA has built a brand-new website that has already been launched in several countries, such as the UK and Germany. Other markets – both in Europe and around the world – are expected to follow in early 2009.
“With incontinence still considered taboo by many, a website may be the best channel for communication with consumers because it is a ‘safe’ and anonymous vehicle for them to learn about the subject,” says Category Interactive Communication Manager Bengt Lindqvist when stressing the importance of having a strong TENA brand interface on the Internet.
Another objective of the new TENA brand site is to normalise the topic of incontinence by presenting information about it in a friendly and relaxing format.
“Designing the homepage as a warm ‘green park’ makes users feel welcome and comfortable about going further into the website,” says Therése Carlsson, Interactive Communications Coordinator, when explaining the website theme.
In total, the new site will be launched in 60 versions. Extensive market research and technical design work have gone into creating a user-friendly website that effectively meets the needs and expectations of both consumers and customers.
“One challenge was to create a platform that would serve its purpose across different market conditions and cultures around the globe,” says Bengt Lindqvist.
A stimuli version of the website was tested on healthcare professionals, consumers and carers from different countries and cultures all over the world.
Consumer test results showed that a majority of the users found the new site better than the old one on numerous criteria such as style, content and user-friendliness. In addition, users who visited the first few websites launched have given positive feedback. They have commented that they like the easy navigation and how they can relate to the real-life stories shared on the site.