NHS Cleaning Management System Integrated Campaign
Originate
NHS Trusts traditionally purchase cleaning equipment from a ‘mop and bucket’ budget. Kärcher needed a way to get this important and topical subject onto a board’s agenda and view it as a strategic procurement practice. To encourage this,
Marketing Team Direct created the
‘Cleaning Management System’ identity, designed to give Kärcher’s offering real weight. By uncovering the process Kärcher goes through to recommend equipment, a set of 3 icons representing measurement, time and finance were designed and the line
‘A Radical New Approach to Hospital Cleaning Management’ was born.
Integrate
Media planning and buying consisted of a
high impact launch with specialist industry publication cover wraps, double page spread
advertising and supporting PR, reducing to single page adverts in subsequent publication issues to retain awareness. Simultaneously, a
direct mail pack was sent to all the appropriate buyers and influencers within Trusts. A specially built website carried the
video case study and the
interactive hospital schematic showed typical hospital areas matched to cleaning equipment solutions which added reality to the proposition. The sales force now has a comprehensive NHS proposition to present to future Trusts.
Accumulate
Everyone involved in the
sales, marketing and client management process now understand what Kärcher are aiming to achieve in this sector. Kärcher now have a complete
sales tool kit for taking a consistent and demonstrable proposition out to all
NHS Trusts. Leeds Teaching Hospitals Trust now have in excess of 400 pieces of Kärcher equipment in use across 6 sites. Interest from other high profile Trusts is strong. Smaller Trusts have been quick to take up the free equipment trial and sales have been encouraging. The website
www.karcher-nhs.co.uk achieved
Google page one rankings for
key search terms within one month of launch.
