An introduction to 2015 Table of contents

Our Waking up Ostomy Care 04 commitment 06 to a new life 08

Breaking This is A partner 10 new ground 12 Coloplast. 14 in care How can I help?

I am Simon Continence What women 16 18 Care 20 want

Pioneering Urology Care No two days 22 new 24 26 are the same technologies

Wound & A woman with Going west 28 Skin Care 30 a mission 32 in

A career, Coloplast Awards 34 not a job 36 globally 38

3 Lars Rasmussen, President, CEO Our commitment

More than 2.5 million people live with a stoma; around 348 million suffer from incontinence; over 40 million are treated for chronic wounds every year. That’s a lot of people. We’re committed to help them live active, rewarding lives.

hanks to life-saving surgery that meet their needs. That’s why we role in making this happen. By bringing and medication, we live work with healthcare authorities all innovative products to market. Working longer and survive conditions over the world to raise standards of to increase understanding – at all T that used to be fatal. As a care and promote choice of treatment. levels of society. And providing the consequence, however, many people We also engage with the people who information and inspiration users have to live with a chronic, intimate use our products to fully understand need to live the life they want to lead. healthcare condition for the rest of their daily challenges – and offer the their lives. guidance they need to manage their But let’s start by breaking the silence. condition. Let’s talk about it. At Coloplast, we want to help people to live as active and rewarding lives Speaking up as possible. By developing products Many people with intimate healthcare that are functional, discrete and fit for conditions find it difficult to talk about individual bodies and lifestyles. By their daily challenges – bathroom providing support – advice, education routines, leakage issues, odorous and training – so that people know wounds that won’t heal, or their fear what kind of solution works for them, of going out in public. and healthcare professionals know how to provide it. However, by skirting around the issues, we only help to stimulate ignorance But we want to do more than that. and make it even more difficult for people to share their concerns. At Giving people a choice Coloplast, we want to break the If we get sick, our doctor will discuss silence. By speaking up, we hope to relevant forms of treatment and increase understanding and make it medication with us – and we make easier for people to talk about their an informed choice based on this needs. dialogue. Our way forward We believe that people with intimate With the right treatment and support, healthcare conditions have the same people can feel secure and get on right to choose the device and treatment with their lives. We believe we play a

4 5 Fluids, blood, smell, a body that has totally changed. This is what patients face when they wake up after ostomy surgery. Some have been prepared for this; others wake up with no idea of what’s happened to their body. Prepared or not, a Waking stoma is a life-changing reality. h no! I can’t cope with this! obstructions, diverticulosis, and they get after their surgery difficult to It’s disgusting. That’s how Crohn’s disease. take in. Their concentration is affected many of my patients react by physical pain and tiredness. And O when they wake up and “In these cases, ostomy surgery is a as the days pass, practical questions see the opening in their abdomen,” life saver. It puts an end to all the begin to mount up: What if there are says Adelina Fernández García, stoma pain and complications the patient complications? What about odour, care nurse at the Xerencia de Xestión has had to live with before the surgery,” noise and leakage from the stoma? up Integrada de Vigo hospital in Spain. says Adelina. “And patients realise Will the ostomy appliance show under For more than 14 years, Adelina has this once they get through the first my clothes? Will people look at me been there for her patients when they weeks of adjustment. They come differently? wake up after ostomy surgery. back and tell me that they have a She’s seen the fear in their eyes much better life and are able to do Adelina is very empathetic to these and responded to the rollercoaster so much more.” concerns. Her primary role is to listen of emotions that ensue. and put the patient’s mind at rest. A steep learning curve But rehabilitation involves more than “Every patient is different, and their Before they get to that stage, however, overcoming practical challenges. It to a reaction will depend on whether the there’s a lot of adjusting to get through. needs determination to make things ostomy is planned or the result of an Living with a stoma is a steep learning work. And that’s down to the patient. emergency. Whether it’s caused by a curve. And it begins immediately after disease or an accident. Whether the surgery. “In my experience, the greatest challenge stoma is temporary or permanent. for patients is to incorporate the stoma The patient’s ability to cope in a crisis “Some of my patients go from living a into their life. Accept the new situation plays a huge role as well. As a nurse, completely normal life to waking up and learn to live with it. Once they I have to adapt my care to suit the with a condition they might never do, their new life can begin.” individual needs of each patient.” have heard of before. Others have to new cope with a life-threatening diagnosis Despite individual differences in – such as cancer or Crohn’s disease condition and mindset, Adelina has – and accept the fact that they will be observed certain general patterns of attached to a bag for the rest of their response that tend to be the same lives. That’s a lot to deal with.” for all her patients – elderly or young, male or female. As a stoma care nurse, Adelina plays a key role in the patient’s rehabilitation. “When they wake up, most patients She provides practical and emotional life find the whole thing very overwhelming support, helping patients and families and difficult to come to terms with. adapt to their new situation. Particularly the change to their physical appearance. Some don’t even want “Knowledge and the correct manage- to touch the stoma. Some even refuse ment routines are crucial to quality of to have the curtains drawn open around life,” says Adelina. “We have an their bed. Most patients cannot imagine education programme that we run how they will ever do anything or go before discharge, which takes the anywhere again,” explains Adelina. patient and their family through all the steps of self care. And we don’t let A life saver them go until we are confident they Although the patient’s initial response know how to cope.” can be very negative, ostomy surgery is often the best, if not the only treat- The greatest challenge María Adelina Fernández García ment for diseases such as cancer of Knowing how to cope can take a while. Registered nurse, Enterostomal therapist the colon, rectum or bladder, bowel Patients typically find all the information

6 7 SenSura® Mio

5.1 35-40% billion DKK global annual revenue market share

8% 41% 41% organic Ostomy Care Group growth rate revenue by segment 42%

Main product Coloplast Ostomy Care develops ostomy appliances brands that are designed to fit any body shape.

How many? Ostomy SenSura® Mio – with a new More than 2.5 million people worldwide live with a stoma.1 elastic adhesive that fits individual body shapes, a new bag made of real woven textile, and a new SenSura® Mio Brava® ‘Click’ coupling system. SenSura Mio also features a new advanced filter that reduces clogging, bringing Care down ballooning by 61%.

SenSura – with unique double-layer adhesive for a secure and comfortable fit.

Brava® – ostomy accessories that help to reduce leakage and care for the skin. Brava® Focuses on reducing leakage and caring for the skin. Brava is available in more than 40 markets.

1 Coloplast Business Insight 2014 All financial figures are from Coloplast Annual Report 2013/14.

8 9 Breaking Fits individual body shapes. The new SenSura® Mio features an elastic adhesive that fits individual body shapes and follows natural body movements. The adhesive is based on BodyFit Technology®, which represents our human- new ground centric approach to innovation.

The stakes were high right from the start. So was the ambition. With the new SenSura® Mio, we wanted to set a completely new standard in ostomy care.

he adhesive, the bag, the filter, and the coupling. haven’t asked. These gaps are typically the clue to the The key features of Coloplast’s latest ostomy bag, unknown need. SenSura Mio are not only new; they are industry I compare life with and T firsts. “Individually, these components represent a Different types of enquiries also provide a more compre- » massive improvement. When combined, they represent our hensive understanding of users’ circumstances. “By adding most innovative venture to date,” says Jakob Weldingh, Project social and psychological perspectives to our technical without SenSura Mio. Manager in Coloplast R&D. know-how, our approach becomes more inclusive – which ultimately reflects on the quality of the product,” Jakob With Mio, I’m a different It’s bold to set out to change the paradigm for what an ostomy Bendix concludes. product can do. With SenSura Mio, we wanted to create a person.« solution that could change people’s perception of themselves Ambition, commitment and courage and their medical condition. Innovation at Coloplast is driven by an ambitious business Carsten, ostomate agenda. “As market leaders, we have to push boundaries and To make this happen, four innovation teams totalling more come up with products that define the way forward in the than 300 people have been working alongside each other for industry,” says Jakob Weldingh. “To realise this ambition, the more than three years. A wide range of internal and external organisation needs to be committed. Provide the resources – the experts have been involved – along with more than 700 talent, the time, the money – and be bold and take risks.” users, non-users, healthcare professionals and suppliers. The final result presents pioneering technology. It also represents a “When you work with radical innovation, you’re moving in unique approach to innovation – which includes close collabo- unknown territory most of the time,” Marc Brøndum, Head of ration between Marketing and R&D teams. Design at Coloplast explains. “You’re laying down the tracks as you go along – experimenting, learning, and using this to Uncovering the unknown need define the way forward to the next phase.“ “With SenSura Mio, we’ve taken the Coloplast listening and responding mindset one step further,” explains Jakob Bendix, This calls for a high level of expertise and courage. “In R&D and Industrial Designer at Coloplast. “We still listen to customer Marketing, we’ve become used to moving in and out of profes- needs, but we’ve responded with a solution that’s radically new. sional comfort zones. We know that this is where radical things It’s a bit like giving your friend a present that’s not on his wish happen,” says Marc. Like a personal accessory. Made of real woven textile, list. Surprising him with something he never knew he needed, the bag looks and feels more like a piece of clothing than but that you know he will appreciate.” The innovation wheel keeps turning a medical device. The fabric is soft against the skin, water The whole innovation team can look back on more than three repellent, and ensures low friction against clothes. Its unique Uncovering what’s ‘not on the list’ is what innovation at years of intense efforts. An uncountable number of hours, shade of grey has discretional qualities that make the bag Coloplast is all about. Working together, our R&D and heated debates, unexpected discoveries and sheer hard work. invisible under clothes (even white). Marketing teams conduct various types of enquiries – interviews, But they all agree, it’s been worthwhile. market research, clinical and observational studies – that deliver different types of findings. By examining them closely, With SenSura Mio on the market, the innovation team has the teams are able to identify gaps – answers that healthcare already moved on to new playing fields. Other projects are professionals or users haven’t provided, or questions we in the pipeline. But for now, SenSura Mio is the new frontier.

10 11 Returning to everyday life following an ostomy operation or tackling the challenges of using a catheter can be overwhelming. It often leaves people feeling desperate and isolated. Fortunately, help is only a phone call away.

hen people are confused changing consequences for the believes to be the problem – and or frustrated, they need individual and their family. This realisation sometimes what kind of solution someone who can say can be devastating and some lose they’re looking for. In some cases W ‘I will help you’. And hope – so much so, that they don’t they are right, and there’s a solution that’s what we do at Consumer Care.” think life is worth living. I completely close at hand. In other cases, my understand this sense of desperation. professional antennae start to quiver. Majken Vesterhauge Eriksen is one But fortunately, I have spoken to many By exploring the issue a little further, of the trained nurses who work in people who have gone through exactly and digging a little deeper, I uncover Consumer Care in Coloplast . the same thing and have come out the real problem – which may call for They take calls from people who need the other side! I share what other spinal a completely different solution.” help with specific issues or the products cord injured people have told me – they are using. what they’ve done to cope and move Knowledge comes full circle on. I use this to assure the caller that Majken also receives calls from hospital Consumer Care is a free service for what they’re going through is a phase and community nurses when they run users and healthcare professionals, – and it will pass. Sometimes, I can into situations that they’re not quite which operates alongside the healthcare actually hear the sigh of relief at the sure how to handle. “Community system as an extra line of support. other end of the line,” explains Majken. nurses, for example, are faced with “We often get calls from users “A conversation like this may have so many different things on their daily who’ve just been discharged from hospital and are confused about how to manage their condition. They may »Sometimes, I can actually hear the sigh not have understood the information provided by their nurse or doctor – or of relief at the other end of the line.« they’ve been too overwhelmed by their new situation to take it in. We started with a practical question rounds. I’ve been one myself, so I T his is can help them connect the dots by about the catheter. By the end of the know exactly what it’s like. Our job is providing the knowledge they might call, we’ve been through a whole to provide the information and guidance have missed. When people understand spectrum of emotions. Hopefully, I’ve they need to provide the right care for their situation and the prescribed managed to solve a practical problem their patient.” treatment, they are far more motivated and instil hope.” to comply with it – which ultimately But this kind of knowledge sharing saves them and the healthcare system The heart of the matter works both ways. “We get so much a lot of trouble.” Apart from professional experience, valuable information from colleagues Majken’s job requires exceptional in the field. This keeps us up-to-date Coloplast. Trouble-shooter and confidante communication skills. on how various issues are handled in One caller may need help navigating the community and in hospitals.” In through the reimbursement system to “My voice has to convey trust. We’re this way, valuable information comes get the product that’s right for them. dealing with intimate issues. Deeply full circle – which helps Majken and Another might have specific problems private concerns or physical issues her colleagues provide a better service. with their device or appliance. Some such as leakage of urine and faeces, just need to let off steam. When the which are probably some of the most “Consumer Care is a fantastic set-up. phone rings, Majken and her colleagues intimate issues you can discuss with We really make a difference to a lot of never know what kind of caller or another person.” people. And that’s what counts for me.” How can challenge await at the other end. And a call may take an unexpected turn. Majken is extremely skilled in active listening. The clue to the caller’s “I’ve had many conversations with problem often lies in what is not said. people who have suffered a spinal “Finding out what the real problem is cord injury. This kind of injury is can be like a piece of detective work. extremely critical and has major life- The caller presents what he or she Majken Vesterhauge Eriksen I help? Nurse, Consumer Specialist 12 13 At Coloplast, we’re committed to provide users and healthcare professionals with life-long support. Not only through first-class products but also through customised services and knowledge sharing. We call it Coloplast® Care.

aving the option to call was we’ve been getting over the years ”Through the programme – and great. Even more important from users and nurses, we have particularly the well-being log – we was the Coloplast Care refined our services and recently are able to identify patients that are H advisors calling me. It formalised them into this unique struggling with issues that can be gave me the opportunity programme. solved. Some may relate to the to talk about my concerns. And I appliance they are using; others may wouldn't have known about all the Customised care call for clinical evaluation, in which product options like smaller pouches The Coloplast Care programme in- case our advisors can encourage the and stoma caps, if it weren't for the cludes an online platform, a phone patient to get in touch with their Coloplast Care advisors. I felt, Wow! helpline with trained advisors, email nurse or doctor.” They care about me!“ service, print materials and various events in local regions. All content is With more than 300,000 subscribers In 2010, Amy from California, US was customised to meet the needs of the in 24 countries, the programme diagnosed with Microscopic Colitis, user and evolves with him or her as generates a wealth of data and insights which progressed to Ulcerative Colitis. they go through different stages living about life with a stoma. Everyday After years with pain and great discom- with their ostomy. challenges as well as personal victories. fort, she had her colon removed. We share all this information with our Following her surgery, Amy signed ”No one wants to be inundated with network of healthcare professionals. up for the Coloplast Care programme information that is not relevant to It helps them and us to better under- and has been a subscriber ever them,” explains Mette. ”Based on stand what really matters to people since. their personal profile and a monthly with an ostomy – and how we can well-being log, we make sure that all work together to make their lives easier. Life-long support phone calls and emails match the Coloplast Care is a free support user's situation. In this way, people For more information about Coloplast programme open to anyone who effectively build their own programme.” Care, visit the Coloplast website is about to have surgery, has just or contact your local Coloplast returned home from hospital, or has Harry, a retired minister from New- representative. been living with an ostomy for some foundland, Canada is a recent time. The programme offers customised subscriber to Coloplast Care. Like advice and inspiration to help people Amy, he receives regular phone calls Coloplast® Care offers stay on top of their situation. and monthly emails from the programme • Customised advice and inspiration and really appreciates the customised that evolves with the user “Studies show that 51 per cent of approach. “When the emails arrive, • Product samples users go online to find information I take the time to study what I find • Latest news on medical advances about their condition.1 We want to interesting,“ Harry explains. “If there’s make sure that there is a source out anything I need to clarify, I know I Global reach there that provides relevant and trust- can always check my previous mails • Over 300,000 subscribers worthy information,” says Mette or call one of the advisors on the • Available in 24 countries – with Bjørn-Møldrup, International Consumer helpline. It’s really reassuring to know more to come. Dialogue Manager at Coloplast. that help is always at hand.” “Coloplast Care provides practical Great ratings and emotional support, self-help tools Making life easier • 92% of current subscribers feel they and inspiration – when users need it Coloplast Care is an additional service have benefitted from Coloplast Care and for as long as they need it.” that supplements the help and education • 83% of current subscribers feel provided by specialised healthcare that Coloplast Care has improved Allround customer support goes professionals. their quality of life.2 A partner back a long way in Coloplast. “Helplines, newsletters, networks, ”It’s often difficult for people to assess and local events have always been whether the problems they are a natural part of our service,” says experiencing are just something they Mette. “Responding to the feedback have to learn to live with,” says Mette.

1. Coloplast Market Study, 2011, Data on file 2. Coloplast Market Study, 2013, Data on file 14 in care 15 Simon Pinnell User On 7 October 2010, Simon Pinnell was in an accident that left him with a broken back, 14 broken ribs, a broken collarbone and 50 stitches to the skull and his right ankle. Despite this complex set of injuries and the many difficult challenges he’s dealt with, Simon’s approach to life is extremely matter of fact.

’m alive! was Simon’s first reaction Tackling life head on in the car,” Simon laughs. “It’s not when he woke up in a hospital bed Simon had to deal with a lot of practical that we need all the spaces near after the accident. He was in a lot changes after the accident, such as the supermarket entrance. But just I of pain, but he’d survived. “I moved using a wheelchair, learning how to enough space around the car to get my arms. Fine. I wriggled my toes. catheterise, and finding a new job. our wheelchairs out.” No reaction.” None of that was easy. But having to deal with both the physical and emo- “I wouldn’t say that we have much Simon willed himself to wriggle his tional strains of a broken spinal cord representation politically. Events like toes again, but he had to face the has helped Simon talk about the the Paralympics are great because fact that the accident had left him things that really matter. “I’ve learned they create awareness about people paralyzed from the waist down. The not to skirt the difficult issues, and I with disabilities in general. But I don’t first day in a new life and two and a find it natural to talk about emotional necessarily think that we should be half months in bed flat on his back, stuff. I miss the camaraderie and the represented for our special disabilities. just waiting for the broken bones in jokes at football practice, but I’ve It’s not a question of whether you are his body to heal. gained a lot of new friends and I have paralyzed, or different from the majority

“I had been in the wrong place at the wrong time – but I wasn’t dead.” Simon »I know people see the wheelchair. says. “It may sound odd to many people but my first reaction was in But it’s not important. I’m just a fact a sense of relief.” person. I am Simon.« “Of course this was a challenging time for me and my family. But still I started playing table tennis. I won the in other ways. I’m a person. Not any- couldn’t help thinking, You’re a lucky gold medal at the 2011 Inter Spinal one’s token cripple." guy! We were six people sharing the Unit Games,” Simon says proudly. hospital ward. But I was the only one “I have a new life now. In many ways, who could feed myself. The others “When people get embarrassed it’s a better life. And I wouldn’t swap were completely paralyzed.” about my situation, I think it’s be- it with anybody else’s life for anything cause they worry about saying the in the world. I know people see the “The accident and this thing,” Simon wrong things, such as ‘Take it one wheelchair. But it’s not important. I’m says, referring to his wheelchair, “are step at a time, mate’ or ‘Stand up for just a person. I am Simon.” not the focus of my life. Yes – I’m yourself’. But honestly, they shouldn’t paralyzed from the waist down. But I be. I’ve almost only met friendly people have a great life, and I am essentially after the accident. In general, people the same person I was before the are very helpful.” accident,” he says. A day with the Minister of Health “I have my daughter, friends and family. “If I had half a day with the Minister of I have the same sense of humour, and Health, I would take him to see a a SCI I’m still happy to poke fun at myself. centre (Centre for Spinal Cord Injuries) Although I can’t play football or climb and show him how people with spinal I am the French Alps anymore, sport is still cord injuries are treated there. And an important part of my life.” then I’d explain to him what could be done if staff weren’t tied up by red “I think it’s just the kind of person I tape and budget restraints.” am. There’s no point screaming and shouting. It’s not going to change the “Oh! And then I’d ask him to make it fact that I’m paralyzed. So I might as a capital offence to park in a disabled Simon well just get on with it.” parking space without a blue badge 16 17 SpeediCath® Compact Eve

4.4 40% billion DKK global annual revenue market share

35% 10% 36% 36% organic Continence Care Group growth rate revenue by segment

Main product Coloplast Continence Care develops products that help brands people manage their bladder and/or bowel. Convenient and discreet solutions that allow users to do more. Continence Our continence products fall into three categories: Our users are people with spinal cord injuries, spina bifida, multiple catheters, anal irrigation sclerosis and men with an enlarged prostate. systems and urisheaths & urine bags. How many? Urinary incontinence affects around 348 million people worldwide.1 SpeediCath® – a wide range of ready-to-use catheters that offer safe and simple Care catheterisation for men and women.

Peristeen® – unique anal irrigation system.

Conveen® – award-winning urisheath and bag series for men with urinary problems.

SpeediCath®

Coloplast was the first to launch a ready-to-use catheter, a compact catheter and a compact set solution. In fact, SpeediCath has been setting the standard of catheters for 15 years. The new SpeediCath Compact Eve is a stylish and discreet catheter for women. Its triangular design is the first on the market and ensures a better grip and easy handling.

1 Debra E Irwin, Zoe S. Kopp, Barnabie Agatep, Ian Milson and Paul Abrams, Worldwide prevalence estimates of lower urinary tract symptoms, overactive bladder, urinary incontinence and bladder outlet obstruction. BJU International, 2011 ; 108: 1132-1139.

All financial figures are from Coloplast Annual Report 2013/14. 18 19 What SpeediCath® Compact Eve has a stylish design that is inspired by products from the cosmetic world. In fact, 96%1 of users think that SpeediCath Compact Eve looks women want like a cosmetic product.

We want to provide users with products that deliver more 1 Product evaluation of SpeediCath Compact Eve, response from 278 users, Oct. 2014. than medical functionality. Products that defeat stigma and restore self-confidence. We use design to help us get there. »The design and the ur products help people manage their condition A game changer in female continence care safely and simply. But that’s only half the story. SpeediCath Compact Eve takes discretion, convenience aesthetics are very To improve discretion and increase confidence, and functionality to a new level. they also have to fit seamlessly into the user’s important to me. You O ® everyday life. Our new catheter for women, SpeediCath The translucent turquoise gives the catheter a feminine, Compact Eve was designed to do just that. exclusive look usually associated with high-end cosmetics. can put SpeediCath With its rounded corners and smooth yet robust material, Putting the woman before the product the catheter is soft and comfortable to hold. The triangular Compact Eve in a clutch SpeediCath Compact Eve meets all the functional design, a first in the industry, not only adds to its clean, requirements of a state-of-the-art catheter. Developed sleek look; it also ensures a better grip, easy handling and with your mascara and specifically for the female body, it allows women to stable placement on any surface. self-catheterise when and where they need to, without it goes completely having to worry about embarrassing accidents or urinary The elegant, discreet look is matched by intuitive functionality. infections. But that’s not all. With one simple twist, the catheter is ready to use. No hassle unnoticed.« with excess wrapping or breaking of ampoules. As the “With SpeediCath Compact Eve, we’ve reached for the seal is broken, the ‘click’ sound reassures the user that Melissa, Italy stars,” says Marlene Corydon, Senior Industrial Designer the catheter has not been opened and is sterile and safe at Coloplast. “We wanted to develop a product that moved to use. After use, the catheter can be closed and disposed beyond medical functionality. A product that responded to of – immediately or later as the situation requires. the aesthetic and emotional needs of women as well as the context in which it is used.” These new features come together into a unique product with built-in finish and functionality that resonates with The Coloplast R&D team started by redefining the target women and fits into their world. group for the product. They were not designing for women with incontinence. They were designing for women. “SpeediCath Compact Eve is the result of close collaboration between our R&D team and users and nurses,” explains ”A woman using a catheter is no different to any other Marie Terese Nalbandian, International Project Manager at woman,“ says Susanne Brogaard Kristensen, Front End Coloplast. “Our aim was to develop a product that really Innovation Manager at Coloplast. “During our research, makes a difference for women. When we listen to the we visited lots of different women – users as well as non-users response we received from women already using Eve, I The triangular design ensures easy handling, a better grip – and talked to them about all sorts of things. Except think we might even have exceeded our ambitions.” and a stable placement of the catheter. catheters. We took all this knowledge and translated it into a set of emotional drivers and values that we added And Marlene Corydon adds, “With SpeediCath Compact to the functional requirements of a catheter.” Eve we demonstrate that design is not an add-on. It’s used functionally and aesthetically to enhance the value of The result is a stylish and discreet compact catheter that the product and ultimately deliver a unique user experience.” is designed with as much attention to women’s lifestyle and aesthetics as to medical functionality and reliability.

20 21 Olivier Traxer Endourologist, Professor of Urology At Coloplast, we want to make sure the products we bring to and Surgeon market respond to real needs. That’s why product development in all our business areas is always based on close collaboration with users and healthcare professionals. In Urology Care, we partner with the experts in the operating theatre.

he field of urology has always “My motivation for entering industrial overcoming technical constraints, been on the cutting-edge of partnerships is very clear: I want to fine-tuning all kinds of details before surgical technology. Thanks advance knowledge in my field and the right solution is in place – all this T to highly sophisticated ensure that the best equipment is has been a real eye-opener for me. equipment, a number of urological developed,” says Professor Traxer. The whole process has given me the procedures have become ‘minimally Like many other fields within life science, opportunity to really think about inno- invasive’, which means that patients medicine has seen an increase in vation, particularly how my colleagues do not require open surgery under industrial partnerships over the past and I can become more specific about general anaesthesia. They are treated decades, which, according to Professor our surgical needs. The process has on an outpatient basis – and can resume Traxer, works to the benefit of both also created a very dynamic platform normal activities soon after surgery. parties. “The industry and the medical for exchange of knowledge and dis- experts bring different kinds of know- cussion of new ideas with colleagues Professor Olivier Traxer is one of the how and experience to the table. By from all over the world. That’s not world’s leading experts in minimally invasive procedures in endourology. He’s been a key member of Urology » If the partnership is based on Care’s product development team since 2007, helping to define and respect and transparency – on both design innovative surgical equipment. sides – it can be very productive.« “The needs of the surgeon – and ultimately the patient – must be the combining it, we can develop new only inspiring at a personal level; it starting point in product develop- techologies that help surgeons do an enriches our practice, too.” ment,” says Professor Traxer. “Some even better job – and companies companies come with a finished boost their reputation and revenue. Although the boundaries for urological product, and we have to help them Clearly a win-win situation.” surgery equipment have been pushed position it. That isn’t ideal. Engineers far, the limit has not yet been reached. are brilliant, but they don’t have Professor Traxer is obviously not blind “There are still many needs that have medical expertise and experience. to the downsides of industrial to be addressed to improve our practice Surgeons need to come on board to partnerships. “The relationship between and the health and wellbeing of our identify exactly what the needs are.” medicine and the industry is very patients,” explains Professor Traxer. strong – in fact, medical research “Fortunately, knowledge increases all A win-win situation would be lost without the financial the time, and with it, the need for A Professor of Urology at the University support provided by industrial partners. even more sophisticated equipment. of Paris 6th (Pierre et Marie Curie) and As researchers and doctors, we So we have to feed our innovation a surgeon at the Department of obviously need to be very aware of pipeline. As surgeons and researchers, Pioneering Urology, Tenon Hospital in Paris, this. We must never let the relationship I believe we should assume active Professor Traxer is an expert in the become exclusive or compromise responsibility for this by taking part in diagnosis and treatment of urinary our professional integrity. But if the product development. New technology stone disease. He combines his partnership is based on respect and makes our working life easier. It extensive experience from the transparency – on both sides – it advances knowledge in our field, and operating theatre with a researcher’s can be very productive,” he affirms. ultimately, allows us to deliver the passion for breaking new ground in best treatment for our patients. And new his field. By way of prolific research, Added benefits that’s what counts.” international master classes and As part of the development team on practical training courses, as well as various Coloplast products, Professor direct participation in product Traxer has been involved in the entire development with the medicos such product cycle – from early prototypes technologies as Coloplast. to final launch. “Tackling modifications,

22 23 Dormia®

1.2 10 -15% billion DKK global annual revenue market share 9% 9% organic Urology Care Group growth rate revenue by segment 9%

Main product Coloplast Urology Care develops, produces and markets brands products for surgical treatment of urological and gynaecological disorders. Urology Altis® – Female Single incision sling System Our users are people with erectile dysfunction, urinary incontinence, pelvic floor disorders, kidney stones, and men with an enlarged prostate. BoNee® – Injection needle for over-active bladder

Dormia® No-Tip – Stone ® ® basket Titan Altis

Care Duowire® – Guide wire

Elefant® – Aspiration irrigation for laparoscopy

Folysil® – Bladder drainage

Restorelle® – Transvaginal and transabdominal graft

ReTrace® – Access sheath

Titan® Touch – Penile implant Coloplast Patient Education

Virtue® – Male incontinence Coloplast Urology Care offers an education platform to provide patients with the sling information they need on intimate health issues, such as stress urinary incontinence, erectile dysfunction, pelvic organ prolapse, Peyronie's disease and testicular X-flow® – Prostatic catheter prosthetics. Programs exist in both men's and female health. For more information, visit: PelvicHeqlthID.com or ColoplastMensHealth.com.

All financial figures are from Coloplast Annual Report 2013/14.

24 25 For Clinical Nurse Specialist, Lorraine Grothier, the day typically starts with checking the diary and discussing with her team the list of patients that have been referred to the clinic. But that’s about as predictable as the day gets.

alking to Lorraine on a damp socially – and helping them get back to understand why they needed to Wednesday morning, it’s to living their lives the way they want to. invest in hiring a tissue viability nurse. clear that she’s used to It’s different now. People are better T dealing with problems far “In fact, the wound is the last thing informed about the improved clinical less mundane than a spot of drizzle. you should look at,” says Lorraine, outcomes and quality of life we can recalling a story of a young man who provide for our patients. No “Many of the people referred to our turned up at the clinic with a non- service suffer from chronic wounds healing leg ulcer a few years ago. Funding and making ends meet is a which have failed to heal for different big challenge in today’s healthcare reasons. The wound types we see “We treated him with compression systems. Budgets are under pressure include pressure ulcers, post-operative bandages. But every time he came everywhere. In the UK alone, savings wounds, leg ulcers and any other back for treatment, he’d already in the region of 15 per cent on service wound that requires specialist treat- removed the bandage. It was only budgets have to be made annually. ment,” explains Lorraine. “They may be caused by surgery, accidents or two an underlying disease. Whatever the »Fast recovery is not only better cause or type, wounds can be pain- ful, odorous and very distressing for for the patient; it’s also cheaper the patient.” for the healthcare economy.« Helping patients cope Lorraine heads up The Tissue Viability when we asked him why he did this In addition to working as a specialist Team for Provide, a community interest that we found out he had to wear nurse, Lorraine is also the clinical company that provides social and safety boots at work. He couldn’t get manager of two other healthcare days healthcare services. Her team, which his boots on because of this particular services, which need to be managed consists of five nurses and one bandage, and he didn’t want to risk on a daily basis. administrator, is based at St. Peters losing his job. So he felt he had no other Hospital in Maldon, Essex, UK. choice but to remove the bandage.” “Staying within budget and meeting Patients come for treatment at the patient expectations can be challenging. clinic, but the team’s nurses also “At the end of the day, it’s up to the If we want to ensure efficiency, we conduct visits to homes and community patients to decide if they wish to engage have to treat people in a timely and hospitals in the area. with treatment. We can’t – and appropriate way. Fast and correct shouldn’t – force anything on anyone. assessment, followed by the right are “When visiting patients at home, we Our role as nurses is to explain the treatment, will promote faster recovery. learn how people cope with their rationale for the treatment chosen, This is not only better for the patient; conditions on a day-to-day basis,” explain the options available, and it’s also cheaper for the healthcare says Lorraine. “They are often in a lot help them make an informed choice. economy,” says Lorraine. of pain and feel embarrassed by the I might know the right way to treat exudate coming from their wounds, the wound – but it might not neces- because it is often very odorous. sarily be right for the patient.” Patients report that they get very low Lorraine Grothier and may stop socialising, going to Faster healing saves money the Clinical Nurse Specialist work or even going out. This can After finishing her degree in tissue ultimately lead to social isolation.” viability, Lorraine set up the tissue viability service across Mid Essex. Listen first – then treat the wound That’s 12 years ago now. Being a tissue viability nurse involves much more than just treating wounds. “I had to persuade the right people It’s about helping people cope with to get the funding for the service. same their condition – psychologically and Thinking back, it was hard for people 26 27 Biatain® Silicone

1.7 5 -10 % billion DKK global market share annual revenue1 in skin care 5-10 % 14% Wound global market share Wound & Skin Care Group in wound care revenue by segment 14%

Main product Coloplast Wound & Skin Care develops, produces and brands markets products for advanced wound and skin care. How many? & Skin Biatain® Over 40 million people suffer from chronic wounds.2 Superior absorption. Faster healing.

The Biatain portfolio offers effective solutions for a wide range of exuding chronic and Biatain® Silicone Comfeel® Plus Transparent Atrac-Tain® acute wounds. The range includes foam, alginate and Care hydrocapilary dressings.

Comfeel® Ensured protection. Faster healing.

The Comfeel Plus portfolio of soft and flexible hydrocolloid dressings facilitates easy protection and management of uncomplicated wounds.

The products in our skin care ® portfolio help to protect and Biatain Silicone moisturise skin. – a new standard in Wound Care

Coloplast Wound Care is setting new standards in wound care by delivering the patient- centric Biatain Silicone portfolio, designed for superior absorption. Faster healing.

1 Including Compeed® (owned by Johnson & Johnson)/Consumer Care Products 2 MedMarket Diligence, LLC; Report #S190 and Report #S249 All financial figures are from Coloplast Annual Report 2013/14.

28 29 Sue Kernahan General Manager, 33 years at Coloplast. In 13 different positions. General Manager, Coloplast UK Sue Kernahan knows a thing or two about leading the way in a high performance culture. That’s why she’s behind the wheel at Coloplast, UK.

don’t really like talking about myself,” highest for having ‘a passion to make that I’m very passionate. In the profile she declares 30 seconds into the a difference’.” of Coloplast published in The Sunday interview. This is not false modesty. Times’ Top 100 of 2014, I read that I It’s just that Sue Kernahan has “As the leader, it’s my responsibility to 80 per cent of our staff believe executive better things to do. As General Manager make sure that I have the right people management live by the values of the of Coloplast UK, she’s determined to onboard, that they are in the right organisation, and that 81 per cent deliver on the ambition of making seats, and that they know where have great faith in me. That made me Coloplast the best medical device we’re going,” Sue affirms. This means really proud – although I’d obviously company in the world, by nurturing a setting clear goals, motivating teams like it to be 100 per cent,” she laughs. culture of passion and high performance. to perform, and focusing on creating great results. But great results do not “I started my career as a nurse and grow out of numbers alone. According was very passionate about nursing,” to Sue, they come from having a Susan Kernahan Sue explains. “But I was attracted by strong culture. Career in Coloplast: the commercial world – probably • General Manager (2010 - ) because I’m quite a competitive person. “Good leadership is about aligning • Sales and Marketing Director, I had the opportunity to get into the organisation with the company’s Ostomy Care (2005-2010) commercial healthcare and found vision and culture, engaging people • Sales and Marketing Director, that this was the perfect match for in both, and showing them how they Continence Care (2000-2005) me.” Sue joined Coloplast in 1981 can contribute,“ she explains. “I want • Sales Director, Continence Care and she’s stayed on ever since. to nurture a culture where people use (1995-2000) their voice and get involved in driving • Sales Director, Ostomy Care (1990- “Although I’ve had opportunities to our economic engine. So I’ve set up 1995) move on and do other things, nothing Sue’s clinic where people can come • Various positions in sales, training, has ever excited me more than what I and talk about issues that have an customer care, marketing (1981- was doing in Coloplast. It’s incredibly impact on our business. In these 1990) motivating to work for a company sessions, I get to hear people’s views that makes fantastic, world-class on what’s going on in their area, how Sue is married to Charles and they products that truly improve people’s we can develop, or what’s preventing love spending time together on the quality of life.” us from being as good as we want to south coast of England. They are both A be. These clinics have been exceptionally keen motorbike riders and are active All aboard successful.” members of a local motorcycle club. When Sue became General Manager, she and her executive team embarked Women and leadership on an exciting and ambitious journey, When it comes to building a career in delivering on the strategy of taking Coloplast – and taking it all the way Coloplast to the next level. Now the to the top – Sue’s position is very clear. woman focus is to be ‘A bigger no. 1’ in the UK. To get this message across and “I have no evidence to suggest that it engage the organisation in making it makes a difference whether you are a happen, Sue and her team welcomed man or a woman in Coloplast. It’s the everyone aboard the Coloplast bus. best person for the job. Men and A bus that is on a journey from Good women are different, and a female to Great. leader will bring something different with a to the job. But I don’t believe women “I explain to people that this bus have a higher level of passion or doesn’t carry passengers. It carries commitment than men; theirs is just high performers that are committed expressed differently.” and have a passion,” says Sue. “And I am very proud of the Coloplast UK Reflecting on the difference that she mission team. In the Coloplast Employee brings to leadership, Sue explains: Satisfaction Survey 2014, we scored “People say that I inspire them and 30 31 In recent years, China’s eastern provinces have enjoyed a more robust economic growth than their western counterparts. This imbalance » In addition to raising standards of care in different impacts the development of medical services in these provinces. countries, the projects also play an important role People with intimate healthcare needs have been particularly underserved. in helping us to better understand the long-term ewer hospitals, fewer qualified Learning more by teaching others needs of our partners in emerging markets.« healthcare professionals. Through workshops, case studies Access to Healthcare That’s the reality for many and hospital visits, the trainees saw F people living in the central the considerable improvements that Launched in 2007 Mark Draper and western provinces of China. The new technical knowledge and better Projects to date: 22 in seven emerging Director, Global Public Affairs, Coloplast Chinese National Health and Family management skills can bring for patients. markets, including two multi-country Planning Commission (NHFPC) has projects. tried to address this regional disparity, “The standard of training was very offering medical training for healthcare high,“ reflects Ms Qin Li, who also Access to Healthcare projects bring professionals. benefitted greatly from her role as a together practitioners, users, NGOs, trainer in the technical workshops. and other public and private partners Listening and responding to this need, “Preparing training material for my to: Access to Healthcare – Coloplast’s peers, conducting teaching, and • train practitioners and raise standards partnership programme – decided to reviewing the training afterwards, has of care; build on the success of earlier projects really developed my skills. The project • provide users with a voice; and in eastern China and go west. has also provided me with a great • advocate for better care and reim- network and a platform for knowledge bursement with healthcare policy Delivering new standards of care sharing with colleagues from other decision makers. “Working closely with NHFPC, we provinces. Many of us are still in established the Go West Ostomy and close contact and help each other Learn more: http://www.coloplast. Wound Care Training programme to out when one of us comes across a com/about-coloplast/responsibility/ deliver new and improved training for difficult problem.” access-to-healthcare1/ healthcare professionals specialising in ostomy and wound care,” says Phase Two of the Go West project is Mark Draper, Director of Global Public already planned; it will expand to include Affairs at Coloplast. “The Go West continence care, more provinces and project was launched in 2012 and a wider range of healthcare practitioners. completed its first phase in 2013. Apart from management and technical 361 healthcare professionals from six training, the workshops will also include provinces in western China attended guidance on how to establish and three training workshops in ostomy manage ostomy, continence and and wound care management.” wound care units in a hospital setting. And Ms Qin Li and her colleagues are One of them was Ms Qin Li, Entero- already looking forward. stomal Therapist and Head of Nursing at the Department of Gastrointestinal ”The Go West project has been a real Surgery, Xijing Hospital. She partici- eye-opener for everyone involved,” pated both as a trainer and a trainee. says Ms Qin Li. ”We can already see the difference that high quality nursing ”Before the Go West project, local and advanced technology makes for nurses didn’t have the knowledge or our patients. What’s more, the project Going west skills to provide appropriate care for has given many of my colleagues the people with intimate healthcare confidence to develop their skills further conditions,” Ms Qin Li explains. ”So and become even better enterostomal these patients had to consult a doctor therapists.” in one of the province hospitals. But hospital doctors are unable to provide the 24-hour service these patients need. Thanks to the training offered by the Go West project, our nurses in China now have the expertise to provide high quality care.”

32 33 Anders Lonning-Skovgaard Executive Vice President, CFO

Work hard, do well, and embrace the career opportunities you get. Traditional virtues, maybe. But they’ve worked for CFO Anders Lonning-Skovgaard in building his career. A career driven primarily by one key ambition: to make a difference.

nders Lonning-Skovgaard across the company, and a far deeper care needs is not just a poster in the (42) has held four different understanding of what our business canteen,” Anders explains. “It defines positions since joining the is all about. This knowledge and network what we do everyday across the A company eight years ago. have proven invaluable.” company. I’ve met users who have For ambitious people looking to drive told me that they probably wouldn’t their career forward at Coloplast, Working for a growth company be alive if they hadn’t been introduced Anders recommends they step outside The results that Coloplast has to our products. That’s strong stuff. their comfort zone. “Be curious. Take achieved over the past five years And it’s what makes us passionate on new challenges. If you need to have not gone unnoticed – among about what we do – and motivates move abroad for a while, do it. I investors as well as applicants. us to do even better. It’s what makes believe you need to put yourself and working at Coloplast more than a job.” your skills on the line to learn some- “We’re recognised as a professionally thing new.” managed company with an efficient organisation, pioneering pipeline of Reflecting on his own professional products and a strong market posi- Anders Lonning-Skovgaard development, Anders recognises one tion. Over the past two years, we’ve Career: clear thread that runs through his allocated more than DKK 1 billion in • Executive Vice President & CFO, career. “I‘ve worked hard and grabbed commercial activities that will increase Coloplast A/S (2014 - ) the opportunities that came my way,” growth in emerging markets – for • Senior Vice President, IT, Coloplast he says. “I’m motivated by making a example, China and Brazil – as well A/S (2011-2014) difference – developing something as in the UK and the US.” • Vice President, IT, Coloplast A/S new, taking things to the next level, (2010-2011) making an impact. And that’s what Although Coloplast’s track record is • Director, Business & Performance I’ve had the chance to do at already impressive, increased growth Management, Coloplast A/S Coloplast.” is on the agenda. A prospect which (2007-2010) current as well as new employees • Chief Business Controller, Coloplast Move sideways to move up can really look forward to, according A/S (2006-2007) Anders came to Coloplast from a to Anders. • Business Controller, Group Supply position as Business Controller at Chain, Group (2003-2006) Carlsberg Group. Not exactly related “We’ve defined a very ambitious • Project Manager, Corporate Treasury, industries. agenda for the next three to five Carlsberg Group (2001-2003) years,” he explains. “To consolidate “I knew nothing about med-tech our position as market leader, we Anders is married to Cecilia and they when I started working at Coloplast want to grow by 7-10 per cent and have two children, Camille (6) and in 2006. I’d had seven really exciting increase our EBIT margin by 0.5-1.0 Carl-Christian (4). He enjoys running years at Carlsberg, helping to make percentage point every year. No matter in his spare time. their turnaround happen. When I got where you work in the organisation, the chance to be part of a similar you’ll have a stake in making this process in a completely different happen. So there are lots of new op- company and industry, I jumped at portunities on the horizon for people the chance.” with the talent and dedication to develop with us.” According to Anders, a career doesn’t always take a linear, upward course. A strong commitment A career, It might involve a few moves to the An agenda of this kind is only possible side before you’re ready to move up in a company where people are to the next rung. ambitious and have a very high level of professionalism and commitment. “Each of my positions at Coloplast Not only to the company but also to has allowed me to acquire new skills its customers. and valuable insights that I wouldn’t otherwise have had. I’ve developed “Coloplast’s mission of making life not a job close relationships with colleagues easier for people with intimate health- 34 35 Coloplast at a glance 9,250 12.4 billion Represented Products sold in Coloplast employees DKK revenue in 42 countries more than 136 countries

globally Production facilities USA Denmark Hungary China Mankato Sarlat Thisted Tatabánya Zhuhai Minneapolis Mørdrup Nyírbátor Coloplast is the world’s leading supplier of intimate healthcare products and services. As a group, we have built our current position by listening to users and understanding their needs. Revenue Number of employees Full year 2013/14 sales DKK 12.4 billion Number For more than 50 years, Coloplast has developed and We market and sell our products and services globally, 10,000 marketed innovative products that make life easier for and in most markets local healthcare authorities provide 9,000 9,250 people with medical conditions of a personal and private reimbursement for our products. Group revenue by segment Group revenue by geography 8,563 8,000 nature. 7,875 7,000 7,284 7,372 Coloplast supplies products to hospitals, institutions as Ostomy Care Emerging markets Our business includes the following product areas: well as wholesalers and retailers. 6,000 Continence Care 14% Ostomy care products - for people whose intestinal outlet 5,000 has been rerouted through the abdominal wall; Urology 41% 36% 4,000 and Continence care products - for people suffering from Other developed 3,000 diseases of the kidneys, the urinary system or the male markets 20% reproductive system; Wound and Skin care products - for 2,000 14% the treatment of chronic wounds and healthy as well as 9% 66% 1,000 unhealthy skin. 0 Urology Care Wound & Skin Care European 2009/10 2010/11 2011/12 2012/13 2013/14 markets

Headquarters: Humlebaek, Denmark For international addresses and contact information, please go to www.coloplast.com

36 37 Awards Design

SpeediCath® Compact Set wins the Red Dot Award, 2013 The Red Dot Award is an international product and communication design prize. Founded in 1955, the Red Dot Award ranks among the most prestigious international design competitions, celebrating the best and brightest products and concepts in the world. Every year, the Red Dot juries evaluate more than 11,000 entries in three Our mission award categories: ‘product design’, ‘communication design’ and ‘design concept’. Making life easier for people “Thanks to its discreet design language, this all-in-one solution becomes a non-stigmatising accessory that fits into virtually any bag due to its compact size. The catheter is intuitive, with intimate healthcare needs easy to use and does not attract any unnecessary attention.” Red Dot Jury, the Medicine & Life Science product category Our values Reputation Closeness... to better understand

Best med-tech in the world Passion... to make a difference PatientView is an independent UK-based research organisation that consults closely with patient groups all over the world to monitor the corporate reputation of the pharmaceutical Respect and responsibility... to guide us and medical device industries – from a patient perspective.

For the third year running (2012, 2013, 2014), Coloplast takes a first place as the med-tech company with the best patient reputation in the world. PatientView’s global survey included Our vision 28 leading med-tech companies and the respondents were 428 patient organisations in 54 countries, representing more than 1,5 million patients from a broad range of care areas. Setting the global standard for listening and responding Innovation

In the golden league The international business magazine, Forbes is well known for its lists and rankings of the best and boldest in the business world. For two consecutive years, Coloplast has figured in the top 25 on Forbes list of ‘The World’s Most Innovative Companies’. The list consists of the 100 companies that investors expect to generate innovative solutions that will sustain company growth now and in the future. Leadership

In the Top 100 In Harvard Business Review’s 2014 list of Best Performing CEOs, Coloplast’s Lars Rasmussen ranks among the world’s Top 100. The magazine’s rating is based on the increase in total shareholder return and market capitalisation that the CEO has generated during his or her entire period as chief executive. 832 CEOs from 827 listed companies based in 30 different countries qualified for this performance review.

38 39 The Coloplast story begins back in 1954. Elise Sørensen is a nurse. Her sister Thora has just had an ostomy operation and is afraid to go out in public, fearing that her stoma might leak. Listening to her sister’s problems, Elise conceives the idea of the world’s first adhesive ostomy bag. Based on Elise’s idea, Aage Louis-Hansen created the ostomy bag. A bag that does not leak, giving Thora – and thousands of people like her – the chance to return to their normal life.

A simple solution with great significance.

Today, our business includes ostomy care, urology and continence care and wound and skin care. But our way of doing business still follows Elise’s and Aage’s example: we listen, we learn and we respond with products and services that make life easier for people with intimate healthcare needs.

Coloplast develops products and services that make life easier for people with very personal and private medical conditions. Working closely with the people Coloplast A/S who use our products, we create solutions that are sensitive to their special needs. We call this intimate healthcare. Our business includes ostomy care, Holtedam 1 urology and continence care and wound and skin care. We operate globally and employ more than 9,000 people. 3050 Humlebæk Denmark The Coloplast logo is a registered trademark of Coloplast A/S. © 2014-12. www.coloplast.com