Marketers for Safeskin Corp. have crafted and launched a new campaign for powder-free latex surgical glove for U.S. physicians. Now, the San Diego-based manufacturer is selling the glove, known as the Safeskin 2000, in a market populated by some well-entrenched players. In Safeskin's favor, however, is the fact that the powder-free surgeons' glove segment has exhibited strong growth in recent years.
Safeskin seems to be making strong progress in the market. The company was ranked on top of a list of "Best Small Companies in America" in the Nov. 4 issue of Forbes magazine for its strong return-on-equity performance.
To sell the glove, Safeskin will rely heavily on its 49-member direct sales force to use their key contacts in major hospitals to position the 2000 glove as a "differentiating product," says Laura Poindexter, Safeskin's director of marketing. Each Safeskin sales rep, she said, has between five and eight years experience with operating room personnel and issues. They will also work to educate nurses and encourage them to become conduits to physicians in Safeskin's effort to find "champions" for their new product. The sales reps also attend regional trade shows. (Safeskin Corp. 800/897-1900)