Hartmann is a key player in medical devices intended for hospitals, nursing homes and pharmacies. A pioneer in launching innovative products for incontinence management in the 1970s, the company responded to a growing need in medical institutions and home care, making this segment one of the pillars of the business.
We are not very well known among individuals, but in hospitals, everyone knows our products,” explains Frédéric Dubois, financial director of Hartmann Belgium. It is to this bicentenary German company, established for more than 50 years in Belgium, that we owe particular dressings and compresses.
“From the first cotton dressing to the 19the century to today’s extensive range of products, wound care has been at the heart of our business since its beginnings,” he notes. The objective? Offering complete solutions for wound healing, from small cuts to post-operative care.
Innovation in incontinence
Since its establishment with us in 1974, this company has become a key player in the Belgian medical field. “During these 50 years of presence in Belgium, we have experienced great growth, among other things, thanks to innovations,” explains Dominique Jeanmart, business unit director from Hartmann Belgium. One of them concerns incontinence management products, in which the company has specialized and which represents a real challenge in Belgium: according to the Belgian Society of Urology, it affects one in three Belgians over the course of his life. This problem, still too often taboo, affects the elderly, but not only.
With the increasing aging of the Belgian population, the number of people suffering from incontinence problems is expected to increase further in the years to come. “Adapted care therefore becomes a crucial public health issue, not only to improve quality of life, but also to prevent skin irritation and reduce the psychological impacts on the people concerned,” notes Dominique Jeanmart.
In recent years, the German group has invested a double-digit amount in new production lines and infrastructure at its French and German sites, allowing it to significantly increase the production capacity of its incontinence products. Additional investments were made to modernize the existing machinery fleet to implement patented product innovations. The new “SkinGuard” technology patented by Hartmann adjusts the pH of urine through the use of citrate, which helps prevent skin irritation. “This innovation also ensures faster absorption and effective neutralization of odors,” explains the manager. It required four years of research and development.”
Several ranges have been created – from mild to moderate incontinence to severe incontinence – in order to meet the diverse needs of patients. “We have five ranges available in drops and sizes,” explains Dominique Jeanmart. These are products made with quality fabric, you just need to change the absorbent body in the middle or simply wash the underwear like any other.”
These new reusable products expand the offering available in pharmacies, responding to a growing demand from patients who find themselves faced with incontinence problems, and who are looking for more sustainable alternatives to single-use products. “The absorbent underwear is reusable, which represents a 78% reduction in plastic compared to the use of traditional products,” she adds.
Sustainability
In order to improve this new product range in all its aspects, Hartmann has reduced the packaging volume of MoliCare protectors and pants by 18% compared to its previous range. The company also managed to reduce the use of plastic bags by 16%. These innovations not only lead to a limitation of waste, but also to a reduction of 1,600 truck trips per year for the transport of products, due to their greater compactness.
It is the incontinence range which is undoubtedly the most durable within the company. “Many products, such as gloves or operating kits, remain single-use,” admits Dominique Jeanmart. Above all, we must avoid infections, it’s a difficult balance to find.” The company prefers to work on reducing plastics, transport and recycling its waste rather than moving to a reusable range which would not be as secure.
“No single use is not necessarily less sustainable if recycled correctly,” she notes. While reusable underwear and protection have resonated with consumers, this is not the case for the entire wound protection range. “The consumer is not always open to spending more for a range of more ecological products,” maintains the manager, who takes the example of reusable cotton or bamboo dressings available in pharmacies.
“The absorbent underwear is reusable, which represents a saving of 78% in plastic compared to the use of conventional products.” – Dominique Jeanmart (Hartmann Belgium)
Within the group, incontinence represents 32% of overall turnover of 2.4 billion euros. The rest is distributed between the other segments, namely infection prevention, such as wound care (25%), complementary products (21%) and a wellness range. Belgium, for its part, accounts for 38.5 million of the turnover out of the 64 million that the Benelux represents. “In Europe, the largest country is of course Germany, followed by France, but in terms of profitability, the Benelux is very important for the group,” notes Frédéric Dubois.
The company is present worldwide, with production sites in different European countries and a distribution network in Europe, America, Africa, Asia and Oceania. It has around 10,000 employees and has sales partners in nearly 40 countries, as well as distribution teams in 36 others.
Today, Hartmann products are distributed throughout the Belgian hospital network, pharmacies and nursing homes. “The strategy is to address health professionals,” notes Dominique Jeanmart. The company attempted the adventure in the retailparticularly with an incontinence range for children. “In fact, it was very complicated to compete with Procter & Gamble or Tena,” recognizes the manager, who therefore preferred to build a solid partnership with pharmacists. “It made more sense for us, because we have always had communication and marketing geared toward healthcare professionals rather than consumers.”
Pharmacies have also become the largest distribution channel, accounting for 19 million euros of turnover, ahead of hospitals at 12.5 million euros. Within the paramedical sector, competition is very vast. “In each of our ranges, there are at least four to five players, which means a lot of competitors,” analyzes Frédéric Dubois. Our strength is to have a very wide, complete and above all innovative range.”
