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Underlying conditions and users
A stoma is a surgically created opening
in which a part of the digestive or
urinary system is redirected to the
abdominal wall, allowing waste to be
removed from the body through the
abdomen. A stoma is created in the
case of bowel or bladder dysfunction
due to a disease, accident, or congenital
disorder. People with a stoma use an
ostomy bag, which adheres to the
peristomal skin and collects the output
from the stoma. Supporting products
are used in combination with an ostomy
bag to secure the fit, as well as care for
the peristomal skin.
A stoma surgery can be performed on
the colon (colostomy), small intestine
(ileostomy), or urinary bladder
(urostomy). An estimated half of the
procedures are colostomies, typically
caused by cancer, around a third are
ileostomies, typically caused by
inflammatory bowel diseases, and the
remaining procedures are urostomies,
caused by bladder cancer.
An ostomy surgery can be permanent,
resulting in a life-long usage of ostomy
bags, or temporary, resulting in product
usage for only a limited period. The
majority of surgeries are permanent,
however, over the past decade, medical
advances have led to an increase in the
incidence of temporary stomas.
Globally, between 2 and 3 million people
live with a stoma, of which around
three-quarters are in the developed
markets. Each year, up to around
300,000 stoma surgeries are performed
in the developed markets and China.
Ostomy Care products
The idea for the world’s first adhesive
ostomy bag was conceived by a nurse,
Elise Sørensen, in the 1950s. Based on
Elise’s idea, Aage Louis-Hansen, a civil
engineer and plastics manufacturer, and
his wife Johanne Louis-Hansen, a trained
nurse, created the first adhesive ostomy
bag. This marked the foundation of
Coloplast.
Ostomy bags consist of an adhesive
base plate which is connected to a bag
and can be either 1-piece (when the
adhesive base plate is bonded together
with the bag) or 2-piece (consisting of
two separate parts in which the bag is
replaced more often than the base
plate). It is important for users to avoid
leakage and skin irritation, so they can
live a normal life. Therefore, the
adhesive must ensure a good fit to the
user’s body, enabling a constant and
secure seal that prevents leakage, and it
must also be easy to remove without
causing damage or irritation to the skin.
Since the creation of the first ostomy
bag, Coloplast has continued to evolve
the ostomy care offering around the
central idea of creating a personalised
fit to match the needs of the individual
user through innovation. Coloplast’s
ostomy care portfolio spans the full
range from bags and baseplates to
supporting products. The approach has
been to launch a new product range
every 8-10 years. Today, the portfolio
consists of the brands Alterna®,
Assura®, SenSura®, SenSura® Mio, and
the Brava® range of supporting
products.
The commitment to innovation and
bringing differentiated technologies to
the market are at the core of Coloplast’s
market leadership position in ostomy
care and a key driver of the strong
growth trajectory in the segment for
more than six decades.
A chronic category
The Ostomy Care business is referred to
as Chronic Care, which is characterised
by treatment of a chronic condition,
solid reimbursement, and stable inflow
of loyal users.
In most cases, people use the products
for an average of around 10 years to
manage their chronic condition.
More than 90% of product sales in
Ostomy Care are covered by
reimbursement. One exception is China,
where product usage outside of the
hospitals is largely out of pocket.
Finally, more than 90% of the sales are
made in the community, after users
have been discharged from a hospital or
clinic. Users tend to be very loyal to the
products they are introduced to during
their hospital stay, and in most cases,
they continue to use the same products
after discharge. Therefore, the choice of
product and sales through a hospital or
clinical setting is essential for Coloplast,
and so is the personalised support
provided through our patient support
programme, Coloplast® Care.
Consumer focus
For around a decade, Coloplast has
been investing in building stronger ties
with end users and has embarked on a
journey of becoming a consumer
healthcare company.
The Coloplast Care programme
supports people living with a stoma
across more than 30 markets. Coloplast
also sells products directly to users in
more than 10 markets, ensuring ostomy
users have access to the most
innovative products, coupled with a high
level of service.