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A radical new solution for female urinary stress incontinence
IncoStress, launched by Boots in 2008, provides a new and effective solution for women suffering from urinary stress incontinence. It is a device shaped like a tampon, which controls incontinence by providing support to the bladder and applying a gentle, supporting pressure on the urethra – a user friendly and discreet solution.

Made of non-allergenic medical grade silicone, the device is inserted into the vagina and can be used during the day and night for up to eight hours. It is reusable for up to a month. The product’s unique shape also helps to strengthen pelvic floor muscles.

Collaborative development
Boots Centre for Innovation first learned about IncoStress when its inventor approached them for support at the Innovation Show in October 2007.

IncoStress was designed by former nurse Gaynor Morgan. Her mother suffered from stress incontinence and they noticed that the problem was reduced when she was using a tampon. This triggered the idea for the device. IncoStress was prototyped and a clinical trial with the Singleton Hospital in Swansea concluded that it was an inexpensive treatment option for urinary stress incontinence.

Gaynor now had a finished and patented product addressing a significant consumer need but like many lone inventors, no plan for bringing it to market. By working with Boots Centre for Innovation, she was able to obtain the business, financial, marketing and supply chain expertise she needed to launch the product successfully.

Meeting a consumer need
Boots Centre for Innovation was interested in IncoStress for a number of reasons. The Centre, which was set up to develop innovative healthcare and beauty solutions for Alliance Boots customers, had identified a need to find improved ways to treat health and wellbeing – a category into which IncoStress fitted very well.

The Centre is particularly interested in products where the innovator owns the intellectual property (IP) ideally with patents filed, both to protect them and to give the Centre confidence that it is dealing with a unique idea. Gaynor had already obtained a patent for her invention, and continues to own the IP.

IncoStress also addressed a significant potential market. Urinary incontinence affects more than four million women in the UK. Existing solutions were limited to incontinence pads or, for severe cases, surgery, so there was a clear market opportunity for a better solution.

BCI’s role in the development
The Centre team offered vital business support in bringing IncoStress to the market. They provided guidance on supply chain management and packaging, and assisted with funding by helping Gaynor to navigate through the investment process.

Finally, they provided marketing expertise, including organising a launch to the consumer press – women’s magazines and writers on the national papers – to raise awareness of the new product and encourage women to visit the Boots consumer website (www.boots.com) for further information.

Less than a year later, the device is available to women across the UK via the Boots website and is providing an alternative and effective solution to a widespread and embarrassing problem. Since the launch, sales have been promising and user feedback has been excellent.

“Working with the Centre was easy and the team were incredibly supportive throughout the whole process,” explains Gaynor, the product’s inventor. “Their expertise, especially in marketing, distribution and packaging, was invaluable. I am delighted that IncoStress can now help improve the quality of life of women who suffer from urinary stress incontinence.”

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