With sales of medical equipment and services projected to grow 36 percent in the next five years, companies best known for detergent and diapers are cashing in.

Newell Rubbermaid Inc. is making a push into telemedicine. Clorox Co. and Kimberly-Clark Corp. are both angling to become go-to suppliers of disinfectants for hospitals. Procter & Gamble Co. operates a concierge medicine service for patients willing to pay as much as $1,800 a year.

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