2025 KERR INFECTION PREVENTION PLAYBOOK
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:
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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.
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Confidential - For Internal Use Only
Confidential - For Internal Use Only
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