Managing innovative products and implementing them into the market is a big challenge for an SMB, SME or large enterprise. It is necessary for SMBs or larger businesses to know in detail all the segments of their target market in order to be successful in their mission. The target market which is in the focus of this paper is the sector of healthcare industry. The healthcare systems of the member states of the European Union are key components in the high level of social security and cohesion in Europe. One of the biggest problems entrepreneurs face are the inconsistencies between medical institutions regarding spending, the supply of materials, machines, devices and other supplies. The general market is evolving at an extreme speed which makes reacting quickly and investing into the educations of all employees in the healthcare sector necessary for the level and quality of service to improve alongside the innovative market. The problem of rigidity and lack of flexibility of the system contributes to larger obstacles in accomplishing the goals of the entrepreneur and placing their products while bureaucracy slows down implementation and placement of products which are crucial in the functioning of certain departments within the healthcare system. The company VUPLAST d.o.o. managed to begin the patenting process and placed their product into the rigid healthcare system and therefore set new standards in the cleaning of infective and contaminated clothing. Covering the Republic of Croatia and a large tendency of the export rate into other EU member states are proof of quality and a good business strategy.