Supporting Buyer Enablement Across Sales Channels
Coloplast is a global leader in intimate healthcare products, operating worldwide with more than 12,000 employees and serving healthcare professionals and patients across diverse markets.
Operating in a highly regulated and sensitive category, Coloplast’s sales teams rely on clarity, trust and empathy when engaging customers. As traditional, paper-based materials became increasingly limiting, Coloplast recognised the need to modernise how it supported customer conversations — ensuring sales teams could continue to engage confidently whether meetings were face-to-face or remote.
Supporting buyer understanding during change
Coloplast’s challenge was not just digitisation, but enablement.
Sales teams needed a way to:
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access accurate, up-to-date information instantly
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adapt conversations to different customer needs
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maintain empathy and clarity in sensitive discussions
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differentiate from competitors relying on static materials
At the same time, any solution needed to feel intuitive — enabling sales teams to focus on the customer, not the tool.
A customer-centred sales experience
POPcomms supports Coloplast with an interactive sales experience designed around the needs of both customers and sales teams.
Rather than replicating printed materials digitally, the experience restructures content to support:
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clearer storytelling
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easier navigation during conversations
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faster sharing of relevant information
Sales teams can quickly browse, present and share materials from a single, consistent experience — ensuring conversations flow naturally, regardless of setting.
Enabling flexibility across face-to-face and remote engagement
The experience supports Coloplast’s sales teams across all engagement scenarios — from in-person meetings to virtual conversations.
Sales teams can:
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access all approved materials in one place
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present or send information instantly
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adapt content based on customer interest and discussion
This flexibility allows teams to focus on the message they want to convey, without distraction or friction.
Driving adoption through ease of use
A key success factor was usability. The experience was designed to feel familiar and intuitive, helping teams move away from legacy, analogue approaches without disruption.
By simplifying navigation and reducing complexity, sales teams were able to adopt new ways of working quickly — using the experience as a natural extension of their conversations rather than a replacement.
Why this matters
In healthcare, confidence and trust are built through understanding and empathy.
By enabling sales teams to access, share and tailor information easily, Coloplast is able to:
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support clearer, more confident customer conversations
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maintain engagement across changing sales environments
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differentiate through professionalism and value, not volume of material
POPcomms’ buyer enablement experiences help organisations modernise sales engagement while keeping the customer firmly at the centre of every interaction.
