Industry Insider: An Inside Look at Crawford Healthcare

Today’s Wound Clinic (TWC): When did your company enter the industry?

Terry Bromley (TB): Crawford Healthcare was established more than 15 years ago in the United Kingdom, getting its start as a dermatological company providing products to treat skin conditions. Today we develop skin and advanced wound care products to protect, maintain, and repair the skin.

TWC: What’s your day-to-day role?
TB: As general manager of the US market, I’m responsible for all aspects of our business structure, strategy, and people. Crawford Healthcare is focused on providing technologies to help address the growing skin-integrity needs of acute and chronic wound patients. We pride ourselves on our ability to develop strong working relationships with our customers and deliver patient-focused solutions to advance quality of life.    

TWC: What do you find most rewarding about providing for your industry?
TB: Supporting care providers in their work to help patients with very challenging skin conditions. One of our products is KerraContact™ Ag, a silver dressing for acute and chronic wounds that utilizes the unique Ag Oxysalts™ technology. Offering broad-spectrum antimicrobial protection for patients at risk for infection, we play a small role in assisting clinicians in restoring health to the patients they manage. This is extremely gratifying to all members of the Crawford team.     

TWC: How would you describe the overall mission of your company?
TB: In a market with a few very large, well-established companies, we believe we offer a fresh alternative by developing high-quality products in a cost-effective way. We strive to listen to the needs of our customers and employ the expertise of our experienced research and development team to bring new ideas to the market quickly. 

TWC: What’s new with your company?
TB: Adding to our line of advanced wound care dressings, we now offer unique products for wound bed preparation and skin protection.  
We are introducing Debrmitt,™ a product designed to gently remove nonviable tissue from wounds and surrounding skin. It is a product consisting of soft fiber pads that have demonstrated an ability to disrupt biofilm and reduce wound bioburden. For skin protection, we now offer Touchless Care.™ Based on a unique, high-quality formulation, Touchless Care provides sprayable micronized zinc oxide to help protect irritated denuded skin.    

TWC: How is your company unique?
TB: At Crawford, we have combined the talents of highly experienced people with propriety technologies and embraced an environment to create.  

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TWC: Why are you passionate about the work of your company?
TB: I personally cherish the opportunity to work with people who share a passion in taking pride in their work while having fun. With exceptions, it is sometimes cliché to say “products change lives.” Here at Crawford, we do believe we are making a difference and will continue to strive to hear positive patient and clinician testimonials. 

TWC: How is your company approaching the challenges in wound care?
TB: We will continue to invest globally in the advancement of research to find innovative solutions to common and emerging threats to skin integrity. By offering high-quality products in a cost-effective manner, we will recognize the current healthcare delivery pressures.

TWC: What are your most popular products and/or services?
TB: KerraContact Ag is gaining broad acceptance in the burn-care arena while quickly showing positive clinical benefits in many critically colonized chronic wounds. Our KerraFoam™ and KerraMax Care™ products both help manage challenging draining wounds through the use of super absorbers and unique layer technologies to help trap potentially damaging wound fluid.       

TWC: How do you ensure proper training on products and services?
TB: We have developed product and indication training modules for our employees. We also sponsor medical professional training events throughout the US.  

TWC: What are your future goals?
TB: We will continue to grow by investing in the best people and technologies that are aligned with our customers’ needs. As the healthcare environment changes, we will remain flexible while maintaining our core values of providing the best-quality products at the best value. n