CuVerro Copper Powers a Fight Against Infection
Six years ago, when Trimco’s Martin Simon got his first look at the remarkable germ-killing properties of CuVerro®, he was convinced that antimicrobial copper spelled opportunity for Trimco to differentiate itself from competitors. For 68 years, Trimco had focused on making buildings safer through security and door protection. Here was an opportunity to make buildings safer in a completely different way.
It didn’t take him long to make the case to his partners, who decided to go “all in” with product development and marketing to convince customers that CuVerro surfaces were on the leading edge of infection control.
“We are in the business of making high touch products, mostly for doors and accessories,” says Jason Bennett, the President of the San Diego based firm. “We saw an opportunity to separate ourselves from the competition by offering hardware using CuVerro copper surfaces especially in hospitals and health facilities where infections are a big problem.”
Trimco’s team of developers set out to manufacture and brand a line of antimicrobial copper products. They invested heavily in product design and marketing. The result was the launch of a new Trimco brand - Healthy HardwareTM - made with CuVerro bactericidal copper alloys.
“We were really proud of the brand,” Bennett said, “but it was so cutting edge that we met with some marketing challenges when we first went to market. For one thing, we had a lot of educating to do. People had no idea that copper was such a potent material against infectious bacteria.”
Trimco was undeterred. Bennett said that the business opportunity remained compelling even though it was resisted at first. Plus, the company’s partners truly believed in the humanitarian benefits of the product and wanted to be part of an effort to address a major health problem.
“We want to be on the leading edge.” Jason Bennett, Trimco
Bennett says the company’s persistence is paying off. “The big change is that we do not have to educate people now. Many customers already know the power of copper and our sales records are starting to reflect the change in attitude.”
“We are getting orders - big orders, some in the hundreds of thousands of dollars - every week now,” Bennett reports, “and we expect the business to more than double in the next 12 months.”
What caused the change? Two things, according to the Trimco partners. With the passage of Affordable Care and its focus on infection control - particularly fines for shortcomings - hospitals started getting hit with multi-million dollar penalties. Copper’s ability to kill bacteria, even Super Bugs like MRSA, suddenly got people’s attention.
The other thing Bennett pointed to was a change in sales strategy. “We are a company with a complex distribution system. Lots of specifiers, contractors, and the like,” he said. “We had to go direct to the C-suite of the hospital to make our case. Once we got there, the sales trajectory started to improve. We have several distributors who have jumped on board and now promote our Healthy Hardware by CuVerro product line. Our most recent job at Parkview Hospital in Fort Wayne, IN was flawlessly executed and supported by Central Indiana Hardware."
Trimco has supplied major medical systems with Healthy HardwareTM with CuVerro. Recent sales include: Parkview Hospital in Fort Wayne, IN; Lexington Medical Center in Columbia, SC; University of Louisville Medical Center, KY; and Vancouver (Canada) General Hospital.
About Trimco: Trimco is an industry leader in high-performing door security and protection hardware for government, commercial and institutional buildings including a wide range of Healthy HardwareTM bactericidal door hardware products. The company is headquartered in Oceanside, California. For more information please visit www.trimcohardware.com.
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