Introducing Silver to Healthcare Infection Prevention

Noble Biomaterials developed X-Static, a soft surface infection prevention technology, which was rebranded by the company as Ionic+™ in 2020. A silver-ion-infusing process that permanently binds silver to an array of fabrics and materials, the company created a new category in the infection prevention world. Originally designed for NASA and now used by elite athletes, military personnel, and in healthcare facilities worldwide, this technology helps hospitals significantly reduce bacteria on textiles such as privacy curtains, uniforms, and bedding. 

Rosica Communications was engaged to educate healthcare decision-makers about soft surface infection risks, a largely overlooked contributor to hospital-acquired infections (HAIs), and the innovative solutions developed by Noble Biomaterials. We launched a strategic media relations program targeting infection preventionists, hospital administrators, healthcare distributors, and GPOs. A critical pillar of our work was to develop an overarching narrative and messaging that clearly differentiated X-Static from nanotechnology companies and perceived competitors.  

Our strategic media outreach secured high profile media coverage in virtually all leading healthcare trades including Infection Control Today, Healthcare Purchasing News, Modern Healthcare, Becker’s Hospital Review, STAT News, Fierce Healthcare, Healthcare Dive, Healthcare Facilities Management, and Healthcare Facilities Today. We developed press materials, executive and key opinion leader (KOL) bios, an infection prevention checklist, and other materials to support new product launches and enhanced kill claims. 

To further boost authority and credibility, Rosica recruited a respected KOL who became a national advocate and voice for X-Static. She authored bylined articles, participated in numerous media interviews, and spoke at major conferences such as APIC and AHE, reinforcing the company’s leadership in infection prevention and control.  

Rosica also promoted a Henry Ford Hospital study showing that X-Static helps reduce infection rates in acute care settings. We highlighted this data through news releases, white papers, graphics, videos, and targeted media outreach, building trust in the technology’s safety and efficacy. Through tradeshow PR, surveys, and building thought leadership for the company and its internal and external spokespeople, we elevated share of voice and drove brand recognition to support the company’s sales efforts. 

During our multi-year tenure as agency-of record for this innovator in infection prevention, Rosica elevated Noble Biomaterials’ visibility and reputation in the healthcare community, positioning the company as an innovator that develops sustainable solutions for soft surface infection prevention.