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NOVEMBER 17 - 19, 2020
#hygienix20 @HygienixNow
The Future of AbHy
Wednesday, November 18
9:00 am - 11:15 am

Lessons from the Front Lines on Reducing Confusion & Building Trust

NorthShore Care Supply has spent the last 19 years marketing to private-pay consumers of incontinence supplies for moderate to severe bladder and bowel incontinence. We have received many awards for our responsiveness and customer-friendly approach to ecommerce. Our approach was to keep content and communications focused on the functional need and product recommendations without asking deeper questions that may be viewed as personal or embarrassing. However, this “don’t ask, don’t tell” approach seemed to reinforce the stigma, confusion and isolation that affects tens of millions of people every day and limits their willingness to seek medical care or use of absorbent products. There had to be a better way.

This presentation will highlight two years of study and analysis on the physical and emotional needs of those managing with incontinence and the many lessons learned by extensive outreach to our customer base and general patient populations as well a review of clinical psychology studies. Once gaining the trust of the patient community as a “patient advocate” and not just a “diaper salesman”, people felt comfortable to share their true fears and feelings of blame, shame and stigma. We will review these findings and ways the absorbent products industry can help improve education and awareness for incontinence in partnership with the medical community for the benefit of all parties.


» Adam Greenberg

President, NorthShore Care Supply


Adam founded NorthShore in 2002 after experiencing family incontinence struggles including concerns over privacy, logistics, product confusion and stigma. Adam is a Board Certified Patient Advocate who has brought a patient-centered approach to retail incontinence supplies as he transitioned NorthShore from a niche internet retailer in the personal care category to the USA’s leading direct-to-consumer brand, NorthShore®, for premium adult diapers.

NorthShore features award winning customer service and has been consistently recognized as a Top 1000 Internet Retailer in the USA and one of Newsweek’s Best Online Shops.

Adam has a bachelor’s degree from the Olin Business School at Washington University in St. Louis and an MBA from the Booth School of Business at the University of Chicago.