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Marketing “Utility” in Disinfecting

“Utility” relates to how useful or beneficial something is. People often buy for utility, i.e., to meet one or several needs, such as when purchasing:

A utility knife – a tool for multipurpose cutting.

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sport utility vehicle-400

A sport utility vehicle (SUV) – for cargo hauling, off-roading, and city driving.

City utilities – bundling electricity, natural gas, sewer, trash collection, and more.

Then there’s marketing utility.

 

Marketing Worth Buying

Marketing that people will pay for is called “Youtility” per Jay Baer, author of Youtility: Why Smart Marketing Is About Help Not Hype. “Smart marketers are all about helping their audience not hyping their products,” he says, and Youtility is “marketing so useful, people would pay for it, [and] with so much intrinsic and inherent value [you] actually want to be exposed to it.”

Marketing utility or Youtility is promotion to pique interest and directly fill a need, such as when a home-improvement retailer provides “Fix in Six” videos on how to fix things around the house in six seconds.

Youtility vs Fantasy

Youtility is rare when selling disinfectants, as claims are often more hype than help. Preying on a desire to prevent illness, purveyors strive to persuade consumers to believe statements like:

“Kills 99.99% of germs to keep your family safe.”

The fantasy is that dousing surfaces with these products will eliminate harmful pathogens. The fine print qualifies (or exposes) the claim stating the need for, 1) pre-cleaning to remove organic soil that deactivates disinfectants and, 2) enough dwell or “wet-soak” time generally in minutes, which rarely occurs.

Chemical disinfectants are pesticides per the US EPA; and often contain respiratory irritants and endocrine disruptors (Ref 1-5).

Youtility at its Best

A TANCS® dry steam vapor (DSV) system enables chemical-free disinfection and Youtility nuggets like:

“Seven seconds or less produces success.”

Peer-reviewed research shows TANCS destroys 99.9999-99.99999% pathogens in 2-7 seconds, without standard dwell time or toxic chemicals. It:

  • Saves time - Tap water is converted to steam in an insulated stainless-steel boiler. Dry (6% moisture) steam vapor is applied at low-pressure with insulated tools to penetrate surfaces for rapid cleaning and disinfecting: TANCS DSV does in 2-7 seconds what takes chemical disinfectants 2-10 minutes (120-600 seconds) to do. That’s a 6,000%-8,600% time savings over legacy spray-and-wipe methods.
  • Protects health - As a water-only process, DSV eliminates harsh chemicals and related exposures. 

TANCS DSV’s utility claims have been proven in the lab (Ref. 6) and in the field,

Ladybug Steam Vapor.com
VaporJet®

 

(Ref. 7) – in hospitals, schools, hotels, homes, and other facilities – for almost two decades. DSV cleans and disinfects a wide range of surfaces such as walls, counters, door handles, touch points, restroom fixtures, floors, and much more.

In a world of marketing hype, DSV models Youtility, Health Intentional Cleaning®, broad-spectrum utility, and disinfecting performance at its best.

Sidebar

Beware Marketing Futility

It’s important to understand utility’s opposite, futility.

Marketing futility happens when:

  • The claim to “kill 99.99% of pathogens” is based on a limited group of pathogens, sometimes the easiest to eliminate, and possibly not even the type that you intended to kill.
  • Killing 99.99% of a million pathogens−a common population on many surfaces−still leaves enough to be infectious, re-populate quickly, and make people sick. A single bacterium can multiply into a billion bacteria overnight. (Ref 8).

References

1. Safety & Health magazine. Use of disinfectants raises risk of COPD among nurses, 2017.

2. European Respiratory Journal. Occupational exposure to disinfectants and asthma control in US nurses, 2017.

3. Current Opinion in Allergy and Clinical Immunology. Update on asthma and cleaning agents, 2017.

4. Environmental Health Perspectives (EHP). Endocrine Disruptors and Asthma-Associated Chemicals in Consumer Products, 2012.

5. International Journal of Chronic Obstructive Pulmonary Disease. Life expectancy and years of life lost in chronic obstructive pulmonary disease: Findings from the NHANES III Follow-up Study, 2009.

6. AVT Laboratory Reports, retrieved 3/26/18. 7. American Journal of Infection Control. Reduction in the microbial load on high-touch surfaces in hospital rooms by treatment with a portable saturated steam vapor disinfection system, 2011. 800-997-6584 www.advap.com

7. American Journal of Infection Control. Reduction in the microbial load on high-touch surfaces in hospital rooms by treatment with a portable saturated steam vapor disinfection system, 2011.

8. The Secret Life of Germs, Dr. Philip M. Tierno, Jr., pg. 93, 2001.

TANCS®