New Product-Segmenting Strategy for Graham Medical

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Wednesday, September 05, 2012
New Product-Segmenting Strategy for Graham Medical

  • September 5, 2012

    Contact Information:
    Sarah Voss
    Marketing Manager, Medical
    Graham Medical
    2273 Larsen Road
    Green Bay, Wisconsin 54303


            GREEN BAY, WI, September 5, 2012 – Graham Medical introduces a new, easy-to-follow product category system to help healthcare professionals and distributors easily identify the products that best meet their specific needs. Via this icon-based system, products are organized into three segments: value, quality and elite.

    • · Value, formerly branded Apex®, is designed for the more budget-conscious provider or facility, while offering convenience and reliability.
      · The Quality category features high-quality Graham Medical products designed to fit a wide variety of professional applications and performance demands.
      · Elite is the choice when enhanced patient comfort and superior performance are critical. Graham Medical’s Elite products, for example include the InhibX™ antimicrobial-treated product line, abbi™ absorbent mats and towels, and nonwoven patient apparel for linen-like comfort.

    This new product-segmenting strategy replaces the Apex® brand, which served as Graham Medical’s value line of products. Adding Quality and Elite to the product categories helps customers understand and shop the entire Graham Medical product catalog.
    The new product category system unveils in tandem with Graham Medical’s refreshed brand look, logo, as well as its new tagline “The Promise of Protection™”. This rebranding includes streamlining “Graham Professional Medical Products” to simply “Graham Medical.”
            Sarah Voss, Graham Medical Marketing Manager, explains, “As we continue to introduce new product, we wanted to create a simplified product-selection process for our customers. By aligning with a three-tier category system, our customers can quickly find the best product to meet their budget and use requirements.”
            “We are committed to product performance and innovations that enhance patient care and protection.” “The tagline holds us accountable to that commitment.” said Brian Segrin, Vice President and General Manager of Graham Medical.
            Graham Medical is part of Little Rapids Corporation, which was founded by Charles Egan in 1947 and remains a family-owned business. The company’s core product lines serve the medical and beauty market segments under the Graham Medical and Graham Beauty brand, and the custom paper, converting and printing under the Little Rapids brand. With headquarters and manufacturing facilities in Green Bay, the company, which employs over 400, also has a paper manufacturing facility in Shawano, Wisconsin. In addition, the company donates regularly to the Little Rapids Corporation – Egan Family Foundation Inc., a private foundation established by the Egan family in 1986 with the mission to fund charities in communities where Little Rapids Corporation has facilities.
            For more information, please contact Graham Medical or visit


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