Sterilization represents a key – and broad – product segment for distributor reps to discuss with clients.
By Paul Girouard
The instrument cleaning, sterilization, and disinfection product segment is such an important part of the overall infection prevention category. This is an area that if not done correctly, could shut down a facility. This silver lining here? Where there are challenges for your account, there are opportunities for you to lean in and be a resource.
Sales opportunities for instrument sterilization can be found in acute care, surgery centers, and primary care where there are in-office procedures being performed. Primary care is where your guidance is needed the most due to limited resources in comparison to acute care.
The sterilization process can get complex, and unfortunately is a tedious process that gets delegated. This often means that the tough tasks get assigned to the least experienced, lowest paid in the facility. You can be of help by providing educational tools, product recommendations, and formularies to help staff get up to speed and direction.
There are a few areas that need additional focus when thinking about the category:
It’s a process
Like most areas of infection prevention, there is a process of cleaning and disinfection/sterilization. Emphasis needs to be placed on the AND. Cleaning is done by using enzymatic cleaning solutions which breakdown and remove the bioburden on the surface of the instrument before sterilization. This is a crucial step in the process and helps with the overall performance and lifespan of the instruments. After the instrument is cleaned, it can move along in the process of disinfecting (scopes) or sterilization (instruments).
Bundle up
As a category, sterilization is diverse in all the products that roll up into it. There are pre-cleaners, sterilants, disinfectants, pouches, wraps, testing strips, and indicators in all types, shapes, and sizes. It’s best to look at the entire process and create checklists for all the products needed. Are you not getting all the business? This is a category where some major branded suppliers sell directly to the facility. Distribution should never lose business to these suppliers. All the benefits of inventory management, product access, order minimums and freight are in your favor. Everyone needs help and direction. This is an opportunity to provide service, make recommendations, and bundle the entire category.
Adhere to guidelines
It’s best to review consumption of product. You will find occasions where customers are not complying with CDC guidelines. An example of this is testing strips. Does the account test the glutaraldehyde or OPA with the appropriate testing strip before each use? Periodic or even daily testing is not enough. Biological indicators are also probably being underused. Sterilization needs to be tested with each load. There are often good intentions but bad habits in the market. Use education to help drive compliance to guidelines.
Additional resources
It’s a good idea to have the Guideline for Disinfection and Sterilization in Healthcare Facilities (2008) on hand. The user-friendly guideline hasn’t changed through the years and is available here: cdc.gov/infectioncontrol/guidelines/disinfection.
There are several excellent distribution-friendly suppliers that make up the sterilization category. Take advantage of the educational resources and support that are widely available for both you and your customers.