When HARTMANN’s Wound Care division sets out to develop new solutions, they don’t necessarily begin with technology – they begin with observation. Sparks for ideas come from watching nurses and healthcare professionals care for patients in real-world settings.
“We need unfiltered information,” says Horst Schmid, Director Global Product Marketing Advanced Wound Care. “That’s why collaboration with customers, local medical and sales teams is vital – they bring back the insights that really matter.”
Innovation rarely begins in a laboratory. It starts with observation — with curiosity, empathy and the willingness to look at a challenge in a new way. At HARTMANN, the success story behind Zetuvit® Plus Silicone Border is a powerful example of how patients’ needs, collaboration and courage drive innovation.
Innovation starts at the bedside
From empathy into engineering
And this is exactly how the story behind Zetuvit® Plus Silicone Border began twenty years ago – with the development of another product Zetuvit® Plus.
In observing dressing changes, teams saw some patients with heavily exuding wounds had improvised by adding MoliCare® incontinence products to wound dressings to absorb excess fluid. Users were also changing dressings more frequently than anticipated. When market research was conducted, users said they wanted improved absorption for less frequent dressing changes.
In observing dressing changes, teams saw some patients with heavily exuding wounds had improvised by adding MoliCare® incontinence products to wound dressings to absorb excess fluid. Users were also changing dressings more frequently than anticipated. When market research was conducted, users said they wanted improved absorption for less frequent dressing changes.
Internal teams came up with the idea of using super absorbers (SAP) similar to those used in incontinence products – and found an SAP suitable to meet the high standards demanded of medical-grade wound care products.
This led to the first sterile super-absorber wound dressing, Zetuvit® Plus, which delivered a high ease of use and increased effectiveness for longer wear times – and is now a market leader worldwide.
This led to the first sterile super-absorber wound dressing, Zetuvit® Plus, which delivered a high ease of use and increased effectiveness for longer wear times – and is now a market leader worldwide.
Innovation brings comfort
The Wound Care division’s approach to innovation combined scientific expertise with a deep understanding of patient realities. Zetuvit® Plus successfully tackled exudation management. This was followed by Zetuvit® Plus Silicone.
Teams continued to explore even better solutions for adhesive dressings that eliminate pain and trauma upon removal, especially for patients with chronic wounds and fragile skin.
Matthias Weber, Head of Global Channel Market Management describes the challenge, “We wanted to optimize the product to manage more exudate over time, stay securely in place as it becomes heavier and still be removed from fragile skin without pain or causing damage.”
Teams continued to explore even better solutions for adhesive dressings that eliminate pain and trauma upon removal, especially for patients with chronic wounds and fragile skin.
Matthias Weber, Head of Global Channel Market Management describes the challenge, “We wanted to optimize the product to manage more exudate over time, stay securely in place as it becomes heavier and still be removed from fragile skin without pain or causing damage.”
Generally, silicone was already a market standard among healthcare product manufacturers. The Wound Care division’s goal was to bring silicone adhesives to a new level, but mastering silicone adhesion required entirely new expertise.
So in the development state, HARTMANN took a bold step – acquiring ASC, a specialist in silicone technology. “Sometimes you have to take a chance,” says Pierre Croizat, Director Development Advanced Wound Care. “When you stick with it with full commitment, it pays off.”
The result – Zetuvit® Plus Silicone Border – was new generation of wound care dressings that ensure optimal comfort, less pain and easier handling.
So in the development state, HARTMANN took a bold step – acquiring ASC, a specialist in silicone technology. “Sometimes you have to take a chance,” says Pierre Croizat, Director Development Advanced Wound Care. “When you stick with it with full commitment, it pays off.”
The result – Zetuvit® Plus Silicone Border – was new generation of wound care dressings that ensure optimal comfort, less pain and easier handling.
Playing the long game
Innovation in healthcare demands patience. Regulatory approval, clinical validation and patient safety all take time.
The project took five years from concept to market. “You need stamina,” Schmid notes. “Innovation isn’t a quick win – it’s perseverance, teamwork and keeping your eyes on the goal.”
And the work doesn’t stop after the launch. Weber adds, “Assessing a product’s impact after launch requires both clinical and commercial rigor: we conduct post-market clinical follow-up, gather customer feedback, run targeted clinical investigations and track performance through well-defined campaign and sales KPIs.”
The project took five years from concept to market. “You need stamina,” Schmid notes. “Innovation isn’t a quick win – it’s perseverance, teamwork and keeping your eyes on the goal.”
And the work doesn’t stop after the launch. Weber adds, “Assessing a product’s impact after launch requires both clinical and commercial rigor: we conduct post-market clinical follow-up, gather customer feedback, run targeted clinical investigations and track performance through well-defined campaign and sales KPIs.”
The Innovation Hub: the door is open to everyone
One of the most distinctive aspects of the Wound Care division’s innovation culture is that ideas can come from HARTMANN employees. Through the division’s Innovation Hub, employees worldwide can submit ideas that are reviewed by a cross-functional committee.
“Ideas come when you least expect them,” says Croizat. “The important thing is to catch them, share them, and see if they can grow.”
By empowering everyone to participate, it turns innovation from a process into a shared purpose.
“Ideas come when you least expect them,” says Croizat. “The important thing is to catch them, share them, and see if they can grow.”
By empowering everyone to participate, it turns innovation from a process into a shared purpose.
Each proposal is evaluated for technical feasibility, market potential and strategic fit. Promising ideas move through a structured “gate” process, from feasibility studies to prototyping and leadership approval. Innovations can be translated into patents: this is credited and rewarded.
Most critical is the feasibility stage – where scientists, engineers, and marketers explore whether a concept can truly work. “It’s not about developing the product yet,” Croizat explains. “It’s about testing the concept – seeing if the idea can fly.”
Either way, the Innovation Hub sustains a dynamic ecosystem where experimentation and learning never stop.
Most critical is the feasibility stage – where scientists, engineers, and marketers explore whether a concept can truly work. “It’s not about developing the product yet,” Croizat explains. “It’s about testing the concept – seeing if the idea can fly.”
Either way, the Innovation Hub sustains a dynamic ecosystem where experimentation and learning never stop.
Innovation with stamina
For HARTMANN, innovation is more like a relay than a sprint – success depends on each expert passing the baton seamlessly to the next. But for Schmid and Croizat, that’s part of HARTMANN’s strength. “When a product succeeds, it’s because so many people have fought for it,” says Schmid. “Once the decision is made, we go for it.”
Unlike fast-moving consumer goods, HARTMANN innovations are built to last – with lifecycles of 10, 20, even 25 years. The company doesn’t chase fads; it invests deeply in the new developments that truly matter.
Unlike fast-moving consumer goods, HARTMANN innovations are built to last – with lifecycles of 10, 20, even 25 years. The company doesn’t chase fads; it invests deeply in the new developments that truly matter.
The next innovations
The Zetuvit® Plus Silicone Border story didn’t end there. What began as one innovation became a foundation for ongoing innovation. Learnings from silicone technology were soon applied to other lines, including Cosmopor® Silicone, expanding HARTMANN’s wound care leadership.
Innovation is continuous. “We’re always thinking about improvement,” says Croizat. every challenge is a new opportunity to make life better for patients.”
Innovation is continuous. “We’re always thinking about improvement,” says Croizat. every challenge is a new opportunity to make life better for patients.”
Tradition for innovation
With over 200 years of history, HARTMANN’s longevity might suggest a conservative mindset. In reality, our strength lies in combining the responsibility of a medical manufacturer with the curiosity of a startup.
The story behind Zetuvit® Plus Silicone Border tells how HARTMANN innovates: by observing with empathy, collaborating across boundaries and investing with conviction.
It’s proof that innovation isn’t a flash of genius, but a collective and committed act of curiosity, courage and care. And that’s what keeps the company at the forefront of healthcare innovation.
The story behind Zetuvit® Plus Silicone Border tells how HARTMANN innovates: by observing with empathy, collaborating across boundaries and investing with conviction.
It’s proof that innovation isn’t a flash of genius, but a collective and committed act of curiosity, courage and care. And that’s what keeps the company at the forefront of healthcare innovation.