Essity: Transforming Incontinence Care in the UK


Essity, a leading health and hygiene company, initiated a critical investigation into incontinence care within the UK’s healthcare system. The focus was on the economic impact of inadequate care and the emotional toll on patients and healthcare workers.

The Challenge:

Government procurement policies often favored cost over quality in selecting incontinence products, leading to inadequate care, increased stress for healthcare workers, and prolonged hospital stays for patients.

The Approach:

Essity conducted extensive research, gathering data from healthcare providers, patients, and their families. They implemented a pilot program in Lincolnshire, testing more clinically appropriate products in care homes.

Key Findings:

  • High Stress in Healthcare Providers: 81% reported high stress levels.
  • Patient Distress: Emotional distress was common, with sadness (54%) and physical issues like nappy rash (42%) reported.
  • Time-Consuming Care: On average, it took 15.34 minutes to change a patient.
  • Pilot Success: The pilot showed reduced leakages, savings in laundry, and increased patient independence.
  • Potential National Savings: Nationwide application could save £520 million.


The pilot in Lincolnshire led to a 35% reduction in pad usage, 75% fewer leakages, and an 18% increase in patients being able to self-toilet. This translated to a substantial cost saving of £170,594.57 over twelve months.

Public Response:

  • Broadcast Coverage: Essity’s campaign achieved significant media coverage, reaching over 293 million opportunities across various platforms.
  • Radio and Podcast Engagement: Coverage extended across multiple radio networks and podcasts, ensuring widespread public awareness.


Essity’s initiative highlights the urgent need to balance cost and quality in healthcare procurement. By focusing on value-based care, significant improvements in patient well-being and healthcare efficiency can be achieved.

For More Information:

Listeners and readers were encouraged to engage with the campaign through various media outlets and were provided with detailed insights from case studies and expert interviews.