|Prevents bladder leaks rather than absorbing them.|
We believe Impressa will create a new segment of non-absorbent over the counter devices that use mechanical means to prevent, not absorb stress urinary incontinence (SUI).
- They have to be fitted by a healthcare provider
- They're rigid and have fixed dimensions. Impressa is made of flexible silicone
- They have to be continuously handled, washed and reinserted
- They are prescribed and monitored by a healthcare professional
- Unlike a pessary, it is available over the counter without a doctors visit or prescription.
- Its been cleared by the FDA.
- It looks like a tampon, but it isn’t.
- Its a non-absorbent bladder support made of a soft, flexible silicone enclosed in a non-absorbent covering.
- It’s inserted and removed the same way as a tampon, but works very differently.
- It can be worn for up to 8-hours.
- A woman can use the bathroom while its inserted.
- It has a smooth and rounded tip tampon-like applicator for comfortable insertion.
- The applicator has finger grips for better control.
- Its discarded in the trash. You don't reuse or flush it.
- A woman purchases a sizing kit which contains two of each of three sizes. There are $4.00 offers online netting trial down to $16.98. She starts with Size 1 and progresses to Size 2 or 3 if she feels like she needs more support to help stop leaks.
- The three sizes... 1, 2 & 3 are for low, medium and high support.
- There are 10 supports in the carton.
- A box of 10 retails for $16.99 or $1.70 each at Walmart. This compares to $.30 for a Poise pad maximum pad retail price at Walmart. Therefore, Impressa costs at least 5 times more than comparative Poise pads. This is dependent on how often the pad is changed (every 4 or 8 hours is typical). It is recommended the Impressa product be changed every 8 hours.
- Sizing is based on internal fit; not how much a person leaks or weighs.
- They're not intended to be used if pregnant or menstruating.
- Most common side effects are mild discomfort and spotting. This usually goes away after a week.
- Toxic Shock Syndrome (TSS) – hasn’t been associated with this product.
- A woman can swim while wearing the product. Or do any physical activity.
- Environmental -with the potential for millions fewer pads going into landfills, Impressa provides an environmental benefit as well.
|When inserted, the support 'springs' into action. It is removed like a tampon with a string.|
|While there are three sizes, they appear similar.|
|Pessary tested by P&G in 2011.|
Another study, published in May 2008 titled Efficacy and Safety of a Novel Disposable Intravaginal Device for Treating Stress Urinary Incontinence showed that the intravaginal device was easy to use, well-tolerated, and effective in reducing SUI. Source: PubMed.gov
ConTIPI, Ltd., was founded by gynecologists Dr. Ilan Ziv and Zeev Bronfeld. The bladder insert was sold to Kimberly-Clark in April 2012. The reported price tag was $90 million. The company also negotiated a further payment of $55 million subject to meeting unspecified sales targets for the device from the closing of the deal.
P&G missed a major opportunity when they let ConTIPI slip through their fingers. If Impressa takes off like many believe it will ($75 million retail sales), P&G will need to enter with a competitive response or be left out in the cold like they were when K-C first introduced Pull-Ups training pants. I'm sure they are working on ways to design around Impressa's IP.
|Success bladder control balloon absorbs pressure changes in the bladder, reducing or eliminating urine leakage.|
- 94% experienced a leak reduction of 70% or more.
- It takes about a week for full effectiveness to be demonstrated. After a week, wearers experienced leakage reduction of 86%. The take away is... give it a week at least.
- 92% of women claimed they felt dry.
- When asked about coughing, laughing, sneezing, jumping, lifting, walking, running or going to the gym 50-90% of women expressed a lack of confidence they could stay dry during these activities. By the end of the study this dropped to about 10%. In other words, about 90% of women were confident they would stay dry.
- 92% of women said their quality of life had significantly improved - physical, the abiliyt to travel, to socialize and emotional.
- The real consumer benefit of Poise Impressa is an enhanced quality of life.
- Currently, the Poise Impressa website contains 33 reviews by women with an average rating of 4.7/5. Therefore, among women responding, they really like the product. On Amazon there are 30 reviews with an average rating of 3.5/5. Combined, the average review is about 4/5 - pretty good for such a novel new product.
- It could be that because this is a new to the world product design, the manufacturing process hasn't been optimized - its made in Mexico. This occurred in 1989 with Pull-Ups training pants which resulted in a multi-year roll out as a very complicated process was figured out. Pull-Ups was the first 3D disposable product manufactured at high speed.
They may have wanted to error on the side of caution, making sure there were no safety concerns. Toxic Shock Syndrome has long been associated with tampons and Impressa is an internally worn device, albeit, non-absorbent.
Kimberly-Clark is also connecting with appropriate medical community members as well as other logical recommenders of such a product form. This may be a product that takes more time to build due to the need to change consumer behavior (according to CEO Tom Falk). To this point, a woman might use a tampon for 4 to 6 days. With Poise Impressa, she's using it everyday. That is asking her to change habits, usually a tough task in the world of consumer marketing.
Early testing amongst a small base of women showed that removal could be a bit challenging. Product expectation will have to be properly established.
Kimberly-Clark is working closely with the medical community - Gynecologists and Urogynecologists to make sure they understand the product. To that end they are a Gold Sponsor of The American Urogynecology Society (AUGS) meeting this October in Seattle. They don't expect doctors to recommend Impressa necessarily, but they want them to be well educated so they don't sabotage it either. Its kind of a respect, out of deference thing.
We've all seen the ads on TV about lawsuits against the manufacturers of trasvaginal mesh for stress urinary incontinence (SUI). J&J alone is facing 12,000 lawsuits. Women are leery of risky surgery or taking prescription drugs which are expensive, of little value and had side effects. Poise Impressa is a conservative and effective solution.
They may have wanted to refine the marketing plan before a large national investment.
|Poise Impressa Helps You Get On With Life|
The high ground consumer benefit is enhanced quality of life. The ability to stay active and physical without worry about leaking; the confidence to travel with family or friends and to socialize. This could be summed up as 'Poise Impressa Helps You Get On With Life', a positioning similar to Depend in the early 1980's. Stress urinary incontinence (SUI) facts...
- Its a revolutionary, first to the world product that looks like an old friend (tampon)
- It stops (most) leaks before they happen
- Tests prove it significantly reduces leaks while improving women's quality of life
- To date, its been shown to be safe
- There are no (major) side effects
- It doesn't interfere with a woman's daily activities - she can do anything and everything
- Its by a trusted, #1 brand
- Women have to change habits
- Its expensive (we think the benefit will offset the cost)
- Retailers will love it - its innovative, small in size and brings higher margins to the category