In the search for target groups for the white-label business, nursing homes, their residents, and the responsible care staff were already on the Helago team’s radar. In April, the colleagues ventured onto the stage of Germany’s largest trade fair dedicated to the care of elderly people in need—the Altenpflege trade fair in Essen. At their booth, the four colleagues reported a number of engaging discussions with participants of the show.
Even more interesting—everyone agreed—were the many conversations that took place more on the sidelines, which in many cases highlighted the significant need for action in the area of oral hygiene among elderly people. The cleaning of dentures is sometimes very insufficient, and the close contact many caregivers have with clients is not always easy.
The goal of the trade fair was to raise nationwide awareness of the Helago private label—showcasing the entire portfolio. Promotion was carried out using flyers and samples, and the discussions have already resulted in the first collaborative projects.
This premiere once again proves how important close proximity to customers and users is in our industry.
