Problem Solvers

Breaking the Age Barrier

Helping incontinent 20- to 49-year-olds.

• By Joseph Duffy
• May 01, 2011

According to the National Association for Continence, urinary incontinence (UI) affects 200 million people worldwide, of which 75 percent to 80 percent are women. One-third of men and women who are 30 years old to 70 years old have experienced loss of bladder control at some point in their lives. UI is often mistakenly seen as a problem that occurs later in life, which adds to the stress and frustration of younger, more active sufferers. HME Business talked to Dan Lafferty, director of marketing, alternate channels, with SCA Personal Care, for advice on dealing with 20- to 40-year-oldincontinence sufferers.

HME Business: What type of incontinent issues affect people in the age range of 20 to 49?

Dan Lafferty: Unfortunately, a negative stigma is associated with incontinence and some people directly correlate the condition with ‘being old,’ and that is not the case. Therefore, people within the age range of 20 to 49 may have a difficult time accepting that they have the condition and might use the wrong products. There is no reason for anyone to suffer needlessly with this condition. Instead, we strongly encourage people to speak to their physician about their symptoms. Also, within this age range, many women have incontinence during and post pregnancy. Since there are so many changes in the body during this time, women may not realize that they have bladder weakness and will use feminine hygiene products instead of using the correct incontinence management products.

What is different working with this age group than older patients?

This age group is accustom to speed, receiving information ‘right now’ and relying heavily on the Internet for information, education and purchasing decisions. The older generation is more adept to making an appointment to speak with a physician or converse with a pharmacist during store visits. Also, as I stated before, the younger age group has a harder time accepting the condition, so it is our job to help break the taboo so they feel confident enough to speak with their physician and find the information and products they need.

Over the past 15 years the digital world has exploded and became the go-to resource for this age group. However, we still must be cognizant of the consumer who does not rely on the Internet and is accustomed to the traditional ways offinding information.

What are the differences in dealing with these patients as compared to dealing with older incontinent patients?

The biggest difference is acceptance. Once they accept they have incontinence, they can use the correct products and manage their condition correctly to continue living the lifestyle they desire. Older patients are more receptive to information and are open to using pads and underwear that are specifically made to manage the condition.

What are some of the frustrations, embarrassments and complications they can go through?

The younger demographics may choose to use feminine hygiene products, which aren’t designed for incontinence, and they could have an accident, which would lead to embarrassment. They might also feel embarrassed talking about the condition with friends or loved ones, which would only add to the negative stigma they already deal with. Some people may be frustrated with identifying the right product for their specific incontinence needs.

How can providers help this particular age group?

Providers should continue offering education on the condition. However, due to the rise of the digital world and social media, providers might want to adjust the communication vehicles they use to reach this younger audience.

How can HMEs can effectively market to this age group?

Providers can leverage the digital space and use blogs to communicate with this age group. This is a ‘safe’ area where people look for information and expertise without feeling exposed. They can also partner with organizations and associations to help break the taboo while raising personal awareness within a community that is specific to the target audience. Also, there is an opportunity for HME providers to expand their retail business and capture, even if only the first purchase of products, from new entrants into the category by leveraging their knowledge of the category not found in retail. Longer term, the consumer will go to a retailer because the pricing structure is more beneficial. However, with good customer service skills, HME providers with ‘retail flair’ will be able to keep some consumers purchasing their products from them and capture a large percentage of the first-time buyers. Not a bad deal for someone who believes they cannot compete with big box retailers.

This article originally appeared in the May 2011 issue of HME Business.