Attends

Challenge

Attends Healthcare Products, a pioneer of adult incontinence products, has been manufacturing high performing products and improving the quality of life of its customers for over 30 years. Attends’ markets include B2B (distributors, dealers, retailers, institutions and healthcare professionals) as well as B2C. However, the Attends brand and online presence was stagnant. They wanted to extend a refreshed brand story to a new B2B site in order to create business efficiencies, strengthen customer relationships and attract new partners; and redesign their existing B2C website to better resonate with the audience.

Solution

Influence first conducted user research to develop key messaging, content imperatives, site features and prioritization. That research laid the ground work to create a digital road map to plan the overall communication approach, timeline and budget. During research, it was evident that there were distinct customer segments for both the B2B and B2C audiences. Therefore, Influence used a segmentation approach to tailor messaging, tools and content to each customer type. The newly designed websites offer interactive features such as a personal assessment tool, product selection guide, store/dealer locator and customizable marketing materials for dealers to create ongoing brand interactions.