TRSA is developing a new approach to promoting to caregivers the value of using a Hygienically Clean Healthcare certified laundry. In the 2010s and early ’20s, these efforts focused largely on professionals who influence and implement linen use in hospitals, long-term care and outpatient facilities. The new method—now taking shape—aims more at administrators and purchasing professionals. The reason is that these leaders are more likely to oversee requests for proposal (RFPs) and approve service agreements.

For example, as TRSA’s certification program emerged, promotional efforts (trade shows and earned and paid media) were directed to professional associations including:

• Association ...