Company: RST Automation LLC
Base of Operations: Greater New York City Area
Website: www.RSTAutomation.com
Industry: Healthcare – Sterile Processing
Key Challenges:
- A new player selling sterile processing equipment using breakthrough technology to hospitals
- Creating brand and product awareness and nurturing technology adoption
- Fostering proven marketing initiatives in order to keep consistent communication going with strategic partners, clients, and prospective customers
Implementation Highlights:
- Establishing the company as an important exhibitor at the Annual IAHCSMM Conference & Exposition each year
- Attending the exposition, networking, and showcasing a new product in their AIM™ Technology product line each year for the last 3 years
Key Benefits:
- RST’s leaders have continually established their company as a knowledgeable player
- Consistently introducing new breakthrough products to their market
- RST’s AIM™ Product line caters to the needs of sterile processing departments in hospitals
- Need for RST’s technology is just beginning to be realized and their patented vision recognition systems have no direct competition
The Story Begins
RST Automation came to the table with a plan. Since the company’s inception, the leaders at RST have established themselves as locals at the annual IAHCSMM Conference—networking and making valuable connections with other industry leaders. Braun Kiess (Director of Sales / CFO), Lawrence Zelner (President), and the rest of the RST Team are completely committed to building out their AIM™ Product lineup. They’ve invented a new piece of technology each year, for each conference over the last 3 years. Today, they have an AIM™ Product Lineup consisting of Tray Assembly™, Storage™, and Peel Pack™. Each of the AIM™ systems improves surgical instrument processing quality and productivity.
Combining Effective Tech, Hard Work, and Consistent Marketing Efforts
“Having a more complete product line really makes a difference,” said Kiess. “We had a 20’ by 20’ island booth this year and we were just nonstop busy.”
The RST Automation team launched AIM™ Peel Pack this year at their industry exposition in Anaheim, CA. The leaders showcased the Peel Pack™ product, which is the first automated technology that can package and seal hospital instruments in custom-sized and labeled pouches for sterilization
“There was a lot of interest this year in Peel Pack [RST’s newest product], and it was encouraging to see people coming to us rather than us having to reach out to them. This has been an astounding year for post-show responses and requests for quotes.”
The RST team understood that no matter what, they would always communicate consistently with their constituents. When it came time to hit the expo, RST enlisted 20 Lemons, LLC to design and update a professional website, send quarterly email campaigns, plan conference correspondence with attendees/exhibitors, develop sell sheets, and print eye-catching tabletop displays.
For a new company to take on this much work is no easy task. However, RST’s devotion to marketing and communication has established the company’s brand within the industry. These business objectives have also developed strategic partnerships with industry leading software companies and hospital systems.
RST understood what it would take to validate their new company in a mature industry. Putting their heads down, RST’s leaders understood that their commitment would pay off. Less than 3 years later the company has a multitude of hospitals using their technology and many more to come. Stay tuned as 20 Lemons helps RST to become a market leader.
