Kimberly-Clark

Drive preference and increase market share for a Kimberly-Clark surgical product line.

Strategy

  • Design an issue-based campaign around OR safety and the protection of clinical staff.
  • Identify influencer surgeons and hospitals to serve as issue and product advocates.
  • Educate product purchasers and users on key points of differentiation for the product line.
  • Position Kimberly-Clark as a safety champion and solutions provider.
  • Leverage the safety issue as a way to facilitate sales to large hospitals and health systems.

Results

  • Increased market share of surgical gowns by 50% in four years.
  • Generated 67% awareness level of issue among OR managers.
  • Introduced OR fire-safety legislation in 10 states.
  • Gained UL flammability approval for the client’s products.

ComBlu’s Role

  • Identified and introduced Kimberly-Clark executives to influential surgeons to generate clinical studies, speaking engagements, authored articles, surgeon symposia and expert testimony before regulatory agencies.
  • Developed programs/sponsorships for key influencers, including American College of Surgeons’ Committee on Operating Room Environment, the American Academy of Orthopedic Surgeons and targeted national purchasing organizations.
  • Created a collection of diverse campaign materials that packaged the issue and product in a unique and engaging way.
  • Promoted the superior efficacy of Kimberly-Clark fabric in laser surgical procedures; used a variety of tactics including media relations, speaking engagements and a public policy campaign.
  • Instituted a high-level direct marketing program for CEO to regularly communicate important issues to key targets and influencers.