14. The Incontinence Market in the U.S. with Vicki Wolpoff, Adam Greenberg, and Diane Toonen

Attached to Hygiene

To deal with medical conditions efficiently, we need to understand their causes, effects, and who they are affecting. Most importantly, we must also break down the stigma that comes with them. If there's stigma, having the right conversation can be challenging, let alone finding the proper approach. In Part 1 of this episode of "Attached to Hygiene," host Jack Hughes is joined by Bostik's Global Marketing Director, Diane Toonen, NorthShore Care Supplies' Director of Marketing and Communications, Vicki Wolpoff, and NorthShore Owner and Founder, Adam Greenberg to give us an intro to incontinence and how it is affecting people in the US.

Incontinence: Why is it an interesting case?

Incontinence, when broadly explained, is the inability to voluntarily control urination and defecation. Generally, it is a medical condition that people exclusively associate with old age – only that it's not. Statistics show a wide range of demographics struggle with incontinence. It doesn't only affect the aging. In the US alone, 80 million people deal with some form of incontinence. In this 80 million, 1/3 are under 30, an age bracket that is most certainly considered young. Statistics also show that 1 in 4 adults struggle with bladder dysfunction, and 8% of the population face incontinence with bowel. Aside from the astounding numbers, what's even more interesting is how behind the US is when it comes to the issue. One factor that affects the current approach to the dilemma is stigma. Stigma contributes to the study that found those with the heaviest loss of bowel control are the ones who are also most likely not to seek medical care. The more impact the condition creates, the more likely the affected individual is to hide away from any sort of attention.

Outline of the Episode

• [03:07] The Founder of NorthShore, Adam Greenberg's personal experience with incontinence.
• [05:12] Incontinence is a complex market segment.
• [07:22] NorthShore's multi-year approach to familiarizing themselves with struggles from incontinence.
• [11:16] People want to be normal in three different ways.
• [14:01] Breaking down Incontinence, its effects, who it affects, and where it comes from.
• [17:58] 80 million people are managing different levels of incontinence.
• [21:33] On whom does NorthShore focus the most?
• [23:53] The leading reason why eldery people go into nursing homes.
• [26:34] How did COVID affect assisted living facilities, and where does NorthShore come in?
• [29:44] Work and wastes can be lessened!

Resources

You can find Adam Greenberg, Diane Toonen, and Vicki Wolpoff on LinkedIn, or you can leave them a message through our email at [e-mail].

Also, follow NorthShore on the following links below:

• Website
• LinkedIn
• Facebook
• Instagram
• Twitter
• YouTube

If you'd like to learn more about the Incontinence – The Engineering Challenge Conference you can click the link below.

https://events.imeche.org/ViewEvent?code=CON7265

Get Connected with Attached to Hygiene

Connect with Jack Hughes on LinkedIn. You can also find us at Disposable Hygiene Adhesives on LinkedIn or by visiting the Attached to Hygiene Podcast on our official website.

Email us with questions, comments, or ideas for future episodes at [e-mail].

You can find Attached to Hygiene wherever you get your podcast!

Host: Jack Hughes

Music by Jonathan Boyle

Produced and edited by: Jack Hughes with help from Paul Andrews, Michele Tonkovitz, Emory Churness, and Nikki Ackerman from GreenOnion Creative.