DRY: The Journey to Treat Male Incontinence
Experiencing stress urinary incontinence can be frustrating and confusing, but it doesn’t have to be.
Stress urinary incontinence (SUI) affects approximately 280,000 men in the United States each year, with the majority of these individuals being prostate cancer survivors. Despite the prevalence of this condition, there is an extreme lack of awareness that SUI is treatable. Many men suffering from incontinence assume it is a normal part of aging or a permanent side effect of prostate cancer treatment, rather than a condition with viable therapeutic options. This misconception leads to delayed treatment, with patient journeys often spanning from two to over five years before seeking or receiving appropriate care. The physical and emotional toll of living with SUI can be profound, impacting men’s confidence, social lives, and relationships. Yet the societal stigma around male incontinence continues to silence many who are suffering, preventing open dialogue and access to care. Addressing this condition is not just about symptom relief—it’s about restoring dignity and quality of life to a population that has too often been underserved in the healthcare system.
Helping Patients with Innovative Medical Technologies
In response to the significant awareness gap and stigma surrounding male stress urinary incontinence (SUI), Boston Scientific developed the DRY docuseries, a six-episode, documentary-style video campaign created to educate, humanize, and empower men living with this condition. Based on in-depth insights gathered from patients and physicians—as well as prior learnings from related awareness initiatives—the DRY series was crafted to spotlight the physical, emotional, and social impact of SUI, while offering hope through real patient experiences and clinically proven treatment options.
Central to the campaign are two of Boston Scientific’s medical technologies designed to address SUI: the AMS 800™ Artificial Urinary Sphincter and the AdVance™ XP Male Sling System. The AMS 800 has been the gold standard for more than 40 years and is indicated for moderate to severe incontinence. It functions by mimicking a healthy urinary sphincter, using a fluid-filled cuff to gently compress the urethra, a control pump implanted in the scrotum for patient activation, and a balloon that helps maintain pressure. For men with mild to moderate incontinence, the AdVance XP Male Sling offers a less invasive option by repositioning and supporting the urethra to restore normal bladder control, often without the need for patient manipulation.
The DRY series showcases these technologies through the lived experiences of real patients and their partners, illustrating how each therapy can be matched to a patient’s unique lifestyle, anatomy, and treatment goals. By pairing powerful storytelling with clinical education, the campaign enables men to better understand their condition and take informed steps toward treatment—while also providing tools for physicians to facilitate these conversations. The series was launched in two phases, allowing real-time feedback to shape the final content strategy, and was produced in collaboration with the creative agency Clever to ensure cultural and emotional resonance with its target audience.