KTC 2025 Sales Playbook

MKT-24-1935

Playbook - Kerr Reps

2025

Kerr IPS (Infection Prevention Solutions) is back in the Resto bag in 2025 with a focused portfolio (wipes, liquids and EmPower™) and we couldn’t be more excited! This playbook will help you understand the Kerr Infection Prevention strategic initiatives, goals, and tools to help you be successful.

2025 KERR INFECTION PREVENTION PLAYBOOK

How We Win

Working with Your Dealer Reps

For 40 years, Kerr IPS have been trusted in thousands of dental facilities around the world to help prevent infections and cross-contamination. Kerr is the market leader in disinfection wipes in dental with a ~60% market share . We need to utilize this leadership position to RETAIN and EXPAND this business. If a customer is buying Kerr Resto/Endo/Rotary products but not IPS, they are a perfect (and possibly easy) target – and vice -versa! Discuss IPS in every office visit and leverage it to discuss your Kerr Resto offerings.

Just as the dealer rep maintains a strong relationship with their customers to succeed, we too must maintain good relationships with dealer reps to gain their mindshare and trust in presenting our products over others. • While dealer reps might offer support as needed, they aren’t really going to sell for you! Leverage them to identify new opportunities and to warn you if they identify a customer switching from Kerr products to something else. • Stay engaged with the dealer reps - offer them samples, training and support regularly. • If a customer is using our Private Label (PL) like PD Care Wipes (which is CaviWipes), it might be worth trying to pitch CaviWipes 2.0 to them, as it has a faster contact time and has higher efficacy in terms of pathogen kill claims compared to CaviWipes. But be careful not to pitch so hard to alienate any customers – we still win if the customer is using our PL.

Focus on these efforts in this order:

EXPAND

• Check to see that you have ALL the wipes/SD business in the practice and if the practice has multiple locations, then do you have the business at ALL locations. Find any other products they use for Infection Prevention and ask WHY? We can likely offer an alternative. • A common reason a practice might be using multiple products is recommendation on a certain IFU. Has an equipment rep or dealer rep recommended some other wipe for a particular piece of equipment? We can investigate if we can fit that need. • For example, a practice’s new x-ray unit’s IFU/rep has advised them to only use a hydrogen peroxide (HP) based wipe on the device surface, so they are buying Clorox or Optim wipes. Here is your chance to introduce CaviWipes HP to them. • If you have the SD/wipes business secured, ask what the practice uses for instrument reprocessing and for cleaning their ultrasonic units and evacuation lines. Introduce them to EmPower, Compliance, ProCide D • Always carry EmPower 2 oz. samples! Know the triple warrior * uses of EmPower! • Next bastion to cover- Hand Hygiene with our VioNexus range of liquid soaps and no rinse sprays. • A lot of customers still prefer to use CaviWipes because it is listed on most IFUs and is a reliable award-winning product. If a customer is happy with CaviWipes, we do not necessarily want them to convert to CW HP or CW 2.0 • If a current customer is threatened by competition with a clinically better product compared to CaviWipes, have them try CaviWipes 2.0 or CaviWipes HP and convert them to either of these. 2 RETAIN

Your IPS Portfolio

• For 2025 your IPS portfolio is focused on: Our Easy as 1-2-3 Wipes (CaviWipes ™ HP, CaviWipes ™ 2.0 and CaviWipes ™ ), CaviCide ™ and EmPower ™ . • ALL dental customers, irrespective of their specialty, need surface disinfection! Many prefer wipes, some choose liquids/RTU and some choose both! It’s an easy entry topic for any practice. • Selling our portfolio of wipes should be as easy as 1-2-3. We have alcohol-based disinfectants (CaviWipes, CaviWipes 2.0, CaviWipes1) as well as alternatives to them (CaviWipes HP). A customer might pick CaviWipes 2.0 or CaviWipes HP based on their preference of chemistry OR based on the recommendation IFU of their equipment’s’ manufacturer.

CaviWipes ™ Proven

CaviWipes ™ HP Performance

CaviWipes ™ 2.0 Power

3 TAKE

• When encountering a practice that is NOT a CaviWipes user, ask what wipes they use and why? • Optim users – Introduce CW HP. It is clinically as good as Optim1 and better than Optim 33TB. A lot of customers have switched from Optim1 or Optim 33TB because the smell of those products is offensive, CaviWipes HP on the other hand has a pleasant smell. • Private Label or other quat-alcohol products – Lead with CaviWipes 2.0 for efficacy, kill time and pathogen claims (60).

• Superior cleaning low alcohol/ quat formula • Broad spectrum efficacy • Compatibility & efficiency

• Superior cleaning low alcohol/quat formula • Tried & trusted brand • Maximum compatibility

• Hydrogen peroxide formula • Broad spectrum efficacy • Maximum efficiency

• Look to your RSD for BD approval if you need to be aggressive to win them over. • Always use IPS (Read CaviWipes) to get your foot in the door to help sell Resto!

• EmPower should be your next go-to product to sell after you have secured the surface disinfection business. EmPower can help simplify and streamline a clinic’s cleaning products. EmPower is a 3-in-1 enzymatic detergent (aka our Triple Warrior) and can be used as an enzymatic Pre-Soak, as an Ultrasonic Cleaning Solution as well as an Evacuation System Cleaner.

*Triple warrior refers to the three uses of Empower- as an enzymatic presoak, evacuation system cleaner and ultrasonic cleaning solution.

Confidential - For Internal Use Only

2025 KERR INFECTION PREVENTION PLAYBOOK

It really is as Easy-as-1-2-3, features to talk about: Selling Wipes

1-Step Wipe vs 2-Step Wipe (Efficiency, cost savings) Compared to competing 2-step wipes, our 1-step * wipes (CW 2.0 and HP) have the potential to reduce wipe usage up to 50% while still providing a user and material-friendly solution.

Emerging Viral Pathogen (EVP) Claim (Security against future threats) CaviWipes 2.0 and CaviWipes HP are qualified (against enveloped, small, and large non-enveloped viruses), providing protection against future pathogens. A company can apply for an EVP claim, even before an outbreak occurs, based on current EPA (Environmental Protection Agency) -approved claims for harder-to-kill viruses.

New Lids (Ergonomics, ease of use, aesthetics) All our wipes (yes even CaviWipes1 ™ ) have new lids now. These new tops open and close more easily and securely, and dispense wipes with precision, helping to reduce waste.

Duck Tail Design Easy to Open & Close with 1 Hand

Other factors like cost savings when switching to Kerr products or the reliability of our supply chain can be important to some customers as well.

Optimal Orifice Easy Wipe Pull, No Tears & No Waste

Oh, and did you know our wipes regularly win the best-in-class awards?

Colored Cap Easier Staff Identification

*Precleaning is required when visibly soiled and/or disinfecting against Candida auris, HIV, HBV and HCV.

Large Well Optimal Closure & Wipe Dry-Out Protection

Strong Hinge Durable Design

Contact Time/ Kill Time (Speed, ease of use) Universal contact time (against labeled organisms) means ALL pathogens listed on the label are killed in the same amount of time. Faster contact times and fewer products could help simplify protocols. Our universal contact times (against labeled organisms) could improve staff efficiency vs. competing products with longer contact time. CaviWipes HP has a universal contact time of 1 minute and CW 2.0 has a universal contact time of 2-minutes against all pathogens listed on the label.

Pathogen Claims (Efficacy) This is the number of pathogens a product claims to kill. For CaviWipes - 16; CaviWipes 2.0 - 60; CaviWipes HP - 67

Dental Advisor Top Surface Disinfectant (Alcohol Based) for 2025 - CaviWipes™ 2.0 Dentaltown Townie Choice Awards for 2024 - Best Surface Disinfectants - CaviWipes ™ and CaviCide

AWARD WINNER

Material Compatibility (Life of equipment) All our wipes offer excellent compatibility * with most surfaces in dental clinics. CaviWipes and CaviWipes 2.0 have won awards for best in-class material compatibility from Dental Advisor.

*Data on file

Confidential - For Internal Use Only

2025 KERR INFECTION PREVENTION PLAYBOOK

Selling CaviCide ™

Selling EmPower ™ Multi-Enzymatic Detergent

CaviCide is a market-leading ready to use liquid surface disinfectant. It does not require dilution and kills clinically relevant organisms such as bacteria, viruses, fungi and TB in just 3 minutes. It is the same liquid used in our market leading CaviWipes! • A lot of dental schools still teach the wipe-spray-wipe protocol OR the clinic wants to feel extra secure about their disinfection, so they use both wipe and spray to disinfect the surfaces. We do not want to dissuade customers from doing so, if that is their preferred protocol. • Customers should not use CaviWipes HP and CaviCide together. Different chemistries should not be used on the same surface. CaviCide is an alcohol-based disinfectant and CaviWipes HP is a hydrogen peroxide-based disinfectant. Using different chemistries concurrently can cause residue buildup, foul smell (due to interaction of chemicals/reagents) and damage to surfaces/ equipment. However, CaviWipes 2.0 (and CaviWipes) can be safely used (in terms of material compatibility) with CaviCide as they have similar chemistry. CaviCide HP will be available in Q4 2025! Training will be offered close to launch.

Our reformulated EmPower features the same high-quality cleaning power as before, with the added benefits of a unique blend of multi enzymatic action. • Consolidation - A lot of dental clinics use different products for their ultrasonic machines, evacuation cleaners and soaking instruments post-use. However, EmPower can help simplify and streamline a clinic’s cleaning products. EmPower is a 3-in-1 enzymatic detergent (Triple Warrior) and can be used: • Enzymatic Pre-Soak • Ultrasonic Cleaning Solution Ultrasonic cleaning system ¹ uses the high-speed vibrations of sound waves to dislodge plaque and tartar and thoroughly clean the surface of the teeth. • Evacuation System Cleaner - can be used in dry (requires low level foam) or wet dental evacuation systems. Dental evacuation system ² is a clinical vacuum system specifically designed to remove saliva, blood, debris, and other fluids from a patient’s mouth during dental procedures. • Cost Savings - One gallon of EmPower provides 128 gallons of 3-in-1 cleaning solution making it a multi-application, economical, time saving solution. A case of 2 oz Empower samples will be sent to each rep -- please hand out samples to every non-empower user who is willing to try! 1. Information retrieved on January 8, 2025 from https://windsorfamilydentists.com/dental-technology/ultra-sonic-prophy-system/#:~:text=Like%20many%20modern%20surgical%20 instruments,for%20use%20in%20Periodontal%20maintenance. 2. Information retrieved on January 8,2025 from https://apps.dtic.mil/sti/citations/ADA168851#:~:text=Abstract%3A,aerosols%20from%20the%20patients%20mouth.

Confidential - For Internal Use Only

Professional Education Offerings

In addition to providing the best in-class products, Kerr IPS is proud to be your customers’ partner in providing continuing education in Infection Prevention. • We have quarterly educational webinars open to all (CE credit is provided after the attendee fills out a short survey). • Private webinars or in-person presentations can be offered on request to bigger customers with several offices. • Product in-service trainings are offered as requested via webinar and videos. • Lunch and Learns- Kerr sponsored CE courses on a wide range of Infection prevention topics are available on demand on dental learning for your DSO’s dentists and staff. • Are you setup for success? www.dentallearning.net/course/sufs-ce • Dental Environmental Surface Disinfection www.dentallearning.net/course/desd-ce • An Overview of Infection Prevention in the Dental Office www.dentallearning.net/course/INPRDNT-CE • Reduce Disease Transmission Risk from Airborne Aerosols www.dentallearning.net/course/REDUCE-CE • Our Infection Prevention specialists are available to answer any questions and provide support as needed.

Recorded webinars are always available on for on-demand viewing (no CE credit available for this). www.kerrdental.com/dental-courses-and-events

Sales Tools

You can check material compatibility of our products with specific dental equipment here: metrex.com/en-us/material-compatibility

For master label lookup for different disinfectants, here is the EPA website: ordspub.epa.gov/ords/pesticides/f?p=PPLS:1

Access the Easy as 1-2-3 Sales Tool here: envistaco.showpad.com/share/oBCA8KODNVAGDrwi1MInc

Page 1 Page 2-3 Page 4-5 Page 6-7 Page 8

Made with FlippingBook - Share PDF online