The strategic tension
Mensura, a HR advisory firm in prevention and wellbeing, and Otherside At Work, a specialist in absenteeism software, had built a joint offering combining human expertise with data-driven technology. The complementarity was real. What Mensura addresses on the work floor, Otherside at Work makes measurable through dashboards and automation. But a strong product logic does not automatically translate into market traction. Without a clear positioning and a structured path to conversion, the partnership risked staying invisible to its target audience.
One argument, fully deployed
com&co developed a full-funnel campaign built on one argument: absenteeism is too complex for either data or coaching alone. It requires both. The launch was timed to the September government agreement when regulatory changes dominated the HR agenda. An awareness phase on LinkedIn established the joint positioning. A concrete business case, namely: the full absenteeism bill for a 100-person company under the new regulation, was anchored with a live webinar and supported by a structured nurture flow designed to convert attention into pipeline
Market position as the outcome
Over 450 HR professionals registered, including around 200 French-speaking participants. The campaign established Mensura and Otherside at Work as the reference partnership for absenteeism management in Belgium. In a market where regulation is creating urgency and consolidating buying decisions, that positioning is a durable commercial advantage.