Equipping Partners to Sell a Hospital Scrub Management System
An interactive sales kit and adaptable marketing materials helped healthcare laundry providers introduce a new scrub dispensing solution to hospital customers.
BACKGROUND
A healthcare automation company offered badge-access dispensing systems for hospital scrubs and linen. Requiring staff to use an authorized badge helped hospitals control who could take these supplies and track their use.
When the company developed a new scrub dispensing system, it saw an opportunity to sell through healthcare laundries. These providers already managed hospital scrub programs and heard directly from customers about rising costs to replace missing scrubs and launder used ones.
THE CHALLENGE
Laundry providers were often the point of contact when hospitals questioned those costs, even though unrestricted access to scrubs could contribute to the problem. The new dispensing system gave laundries a potential solution to offer: controlled access that could reduce unauthorized use and help hospitals manage the number of scrubs needing replacement or laundering.
To make the partnership work, the automation company needed more than a product brochure. Its sales team had to show a laundry provider why the system would strengthen its service offering. The laundry provider then needed a compelling way to explain the solution its hospital customers.
THE OBJECTIVE
To equip the sales team and laundry partners to launch the new dispensing system and communicate its value to hospitals facing scrub management costs.
STRATEGIC APPROACH
After the automation company and a laundry provider agreed to promote the new system together, a partner sales campaign was developed around the hospital’s cost challenge. Messaging connected controlled scrub access to the practical concerns laundries heard from customers: missing inventory, replacement costs and the volume of scrubs sent for laundering.
A custom sales kit made the system tangible. Designed to resemble the dispenser, the box featured a sliding mechanism that demonstrated how clinicians would receive scrubs. Opening it revealed the exchange cart used by the laundry provider to replenish the system. The physical experience helped sales representatives explain the partnership and product in one demonstration.
The materials then supported both sides of the sales conversation. A partner-facing brochure explained the opportunity for laundry providers, while a customizable, co-branded brochure gave the laundry partner a way to introduce the system to hospitals. A promotional video, website copy, and product imagery extended the campaign into the partner’s own marketing. Trade publication content and advertising brought the launch to the healthcare laundry industry.
“Deon took ownership of the scrubXchange go-to-market effort and understood the opportunity it presented for our laundry partners. She turned a complex solution into a clear, compelling story for hospital customers, then carried that story through the messaging and sales materials our team and laundry partners used to bring it to market.”
Dan W. | EVP, Sales & Marketing
DELIVERABLES
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Interactive sales kit modeled on the scrub dispenser
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Partner-facing brochure for laundry providers
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Customizable, co-branded brochure for hospital customers
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Promotional product video
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Website copy and high-resolution product imagery for partner marketing
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Joint industry article and trade publication advertisement
Led by MCA’s founder while serving in an in-house communications role.
RESULTING IMPROVEMENTS
A clearer partner proposition: The campaign showed laundry providers how the system could help address a recurring customer concern.
A tangible product demonstration: The interactive kit made the dispensing and replenishment process easier to explain.
Messaging for both audiences: Separate materials spoke to the laundry provider’s service offering and the hospital’s scrub management needs.
Tools for partner-led outreach: Co-branded and digital assets gave the laundry partner materials it could use with hospital customers.
Industry visibility: Trade content introduced the partnership and product to a relevant professional audience.
RESULTS & IMPACT
The campaign gave the automation company and its laundry partner a shared story for introducing the new scrub dispensing system. Rather than leading with equipment features alone, the materials showed how controlled access could help hospitals manage scrub use and the costs associated with replacement and processing. The sales kit and adaptable marketing assets equipped the laundry partner to carry that story into their customer conversations.