How medical device manufacturers can reap the benefits of digital sales


The healthcare and medical device industry has seen a significant shift in the way products are sold and purchased. Gone are the days when sales reps were the sole source of information and the primary point of contact for customers. With the rise of the internet, buyers have become harder to reach and have more control over the information they receive and how they receive it.

The old way of selling medical device involved sales reps visiting medical facilities, providing product demonstrations, and answering questions from potential buyers. However, today’s buyers are more informed and have easier access to information about medical device. They want to educate themselves on their own terms and don’t rely solely on sales reps for information.

“This change in buying behavior is not just a trend, but an inevitable shift in the industry”

According to a recent study, the global healthcare e-commerce market size is expected to grow from $309.62 billion in 2022 to $366.94 billion in 2023, with a compound annual growth rate (CAGR) of 18.5%.

Different sales models for different companies

Medical device manufacturers need to embrace this change and take a broader view of their sales strategy. Selling online is no longer just an option for B2C ecommerce, it is a necessary step for B2B companies. 

Medical device manufacturers targeting a global market can greatly benefit from utilizing e-commerce as a sales channel. E-commerce provides the ability to reach new and diverse markets, expand the customer base, and maintain modest overhead expenses. Moreover, e-commerce minimizes the risk of new entrants into the market, making it a reliable and cost-effective way for manufacturers to grow their businesses.

While publishing prices may not be an option for all manufacturers, they can still benefit from an online presence. For example, they can provide a product configurator on their website where customers can build the solution they need and request a quote. Additionally, medical device manufacturers can also create an online ordering channel for their partners, reducing the need for manual work and streamlining the ordering process.

Moment of truth

The healthcare and medical device industry is undergoing a significant shift in how products are sold and purchased. With the rise of the internet and the increasing need for accessible information, it is imperative that medical device manufacturers embrace this change and adapt their sales strategies accordingly. By taking advantage of e-commerce opportunities and streamlining the ordering process, medical device manufacturers can stay ahead of the curve and continue to thrive in an ever-changing industry.

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