Company: Boston Scientific, Boston, MA
Company Description: Boston Scientific is an American biotechnology and biomedical engineering firm and multinational manufacturer of medical devices used in interventional medical specialties. Founded in 1979, BSC has 48K employees worldwide, 15,000 products that change lives, and treats over 37 million patients each year.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Healthcare - Disease Education & Awareness
 Nomination Title: DRY Series: The Journey to Treat Male Incontinence
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
October 3, 2024 - first three episodes launched
January 29, 2025 - last three epiosdes launched
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 149 words used.
Stress urinary incontinence (SUI) affects around 280,000 men annually – the vast majority of whom have also suffered through prostate cancer previously.
There is an extreme lack of awareness among men that SUI is a treatable condition, not simply a part of aging or a “new normal” they have to tolerate. They are also unaware of treatment options and how to determine which best suits their anatomy, lifestyle etc. Journeys for men suffering with SUI range on average from 2 years to over 5 years.
We created the DRY docuseries, a 6-epiosde educational series focusing on the real physical & emotional impact of urinary incontinence on men and their partners, and the impact that both an artificial urinary sphincter and a urinary sling can have on a patient’s wellbeing, to normalize not only the discussion of urinary incontinence, but to increase awareness of long-term treatment options for it.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 243 words used.
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The creation of the HARD series for men with erectile dysfunction was Boston Scientific’s initial and unique approach to addressing therapy awareness & patient education in a new way that focused not just on the patient, but also the provider. Following the impact & success of the series, we evaluated how a DRY series could educate men suffering from urinary incontinence.
Rather than just “lift and shift” what was done for HARD, we leveraged voice of customer insights from physicians & patients both suffering from and whom have treated incontinence, market research, and the learnings from HARD to inform the content strategy for DRY to ensure it truly addressed what these men were experiencing, feeling, and needed to feel confident in their treatment decision. We partnered with the creative agency Clever through both content strategy & production.
Our goal with this series was to highlight all the variations & unique stories/experiences that men go through with incontinence – how it impacts their work life, their home life, their confidence, their ability to enjoy life etc. as well as educate on both treatment options Boston Scientific offers - artificial urinary sphincters and urinary slings.
The campaign is a docu-series consisting of 6 episodes that feature real implanters & their patients to represent those nuances of urinary incontinence and it’s treatment. It was launched in two phases to allow for in-market feedback to drive, reinforce, and adjust content strategy for the second phase of content.
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- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2023. Even if your initiative started before 2023, limit your response to activities and results since the beginning of 2023 only (up to 250 words):
Total 143 words used.
Boston Scientific has invested in delivering an omnichannel experience to consumers. In the spirit of that experience we deployed online & offline materials to reach patients where they were, when they needed it.
A combination of digital assets (videos, ads, social media etc.) with human-to-human approaches (such as events, webinars etc.) gave patients visibility into the DRY content, while providing in-practice collateral allowed them to continue the conversation with their physician during appointments.
As a result, in the first 3 months in-market (Oct – Dec), the DRY video series has resulted in over 13 million impressions, a 275% increase in visitors to the website, a 896% increase in ‘hand-raises’ to continue the conversation around urinary incontinence treatment. As a result, more men are receiving therapy education materials and having the conversations that can lead to treatment and adding life back to their years.
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 124 words used.
https://www.fixincontinence.com/us/en/patient-stories/dry-docuseries.html (We encourage watching the entire series, a few to highlight:
- “Push Pride Aside: Otis’s Incontinence Victory”; “Reclaiming Control: Randy’s Life After Prostate Cancer & Incontinence” both feature emotive patient experiences
- “Restoring Continence: Roberto’s Journey to a Normal Life” features an incredible physician perspective and how multiple conditions can relate to one man
- “Dry Again: Larry’s Journey to a New Beginning” and “A Farmer’s Fight: How Jerry Conquered Incontinence to Keep Working” – provide the best perspective on how two different therapies were featured in the same series
“A Team Effort: Bob & Janet’s Triumph Over Incontinence” and “Dry Again: Larry’s Journey to a New Beginning” both feature the partner’s experience with and reactions to incontinence and it’s subsequent treatment
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