Medical device provider Convatec, specialising in continence, ostomy and advanced wound care, has launched new digital content streams in a bid to strengthen its brand in the competitive Australian market.

The company has partnered with BC Corp agency Paper Moose for a multi-pronged content approach. Convatec is focusing on becoming synonymous with intermittent self-catheterisation treatments, particularly for people living with incontinence due to spinal injury.

The new content includes informative blogs, social content, an original podcast, and a creative product platform. All content is informed by search data to deliver what the audience is looking for and position Convatec as a content publisher as well as a care provider. The new initiative is part of Convatec's 'Forever Caring' brand platform, which represents a promise of quality and intangible value to existing and new customers.

"We applaud Convatec’s boldness to move beyond product provider to becoming a publisher of legitimately useful care resources. Working with and learning from this community has been rad, and we look forward to more projects like this." said Brad Bennett, Head of Client Success, Paper Moose.

"Paper Moose’s ability to transform raw search data into a buffet of high-quality content, and push it to the right people on the right channels, has supported our promise of Forever Caring and will continue to build our reputation as both a local and global leader in intermittent self-catheterisation," added Olena Lyons, Head of Marketing - ANZ, Convatec.