Objectives
Launch Rubbermaid’s new cleaning technology into the UK health service.

Strategy and tactics

• Create a combined healthcare and commercial rationale for purchasing Rubbermaid’s new cleaning technology

• ROAD created an expert panel and held a series of meetings, with teams responsible for infection control in hospitals. New data, product reviews and expert opinion was presented. Group sessions amongst delegates were facilitated by ROAD to gather feedback and information to collate opinion and feedback into a rolling communications programme

Results

Rubbermaid went to market with an intimate understanding of the opportunities and prejudices at play. Rubbermaid personnel felt more confident about talking to healthcare professionals over infection control issues. Materials, and marketing plan and plans for engaging stakeholders across hospital setting were produced to maximise potential for success of new product.

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