About Ontex
International personal hygiene group Ontex manufactures quality products and solutions in baby care, feminine hygiene and adult incontinence care. The UK team appointed The Tonic Communications on an initial project basis to support the launch of its new incontinence tech innovation, Orizon SMART.
The brief
Ontex needed support to raise awareness and credibility for Orizon SMART amongst its key healthcare audiences— primarily care homes and NHS Trusts. It needed a safe pair of hands who understood the sensitivities of the sector and who could effectively communicate the impact and benefits of the new technology while securing meaningful targeted media coverage.
The response
The Tonic developed a strategic PR campaign combining:
- Timely news announcements to generate buzz
- Thought leadership placements to establish industry authority
- Key messaging around Ontex’s international trials, highlighting major benefits, including 50% reduction in continence product usage per patient and 30 minutes saved per shift for each healthcare worker
Additionally, The Tonic leveraged data from the annual Care Show exhibition to craft a compelling narrative; revealing that fewer than 1 in 10 care professionals believed patients received quality interactions with carers. This insight positioned Ontex as a thought leader in improving patient care.
Following the initial success, The Tonic was engaged on a second brief to further elevate Ontex’s industry presence and showcase its products within broader continence care discussions.
Key results
- Standout media coverage in leading trade publications, including:
- Care Home Management Magazine
- Caring Times
- Care Home Magazine
- Caring and Nursing Essentials Magazine
- Stronger brand positioning within the continence care industry
- Positive industry perception, enhancing Ontex’s credibility and visibility
“We forged a fantastic relationship with the Tonic team, who quickly understood our PR objectives and handled activity in a sensitive and meaningful way. Easily interpreting our briefs into high-quality content and impactful results, The Tonic is a safe pair of hands.” – Nicole Fenton, Marketing Manager – Health for Ontex UK and Ireland
Looking for a healthcare PR partner?
By delivering high-impact media coverage and thought-provoking insights, The Tonic helped Ontex successfully position Orizon SMART as an industry-changing innovation.
