Introduction
Distributors serve as a critical link between manufacturers and healthcare providers. Selecting the right partner requires careful evaluation of their market presence, regulatory expertise, and ability to support surgeon engagement.
Step 1: Define Distribution Needs
Before engaging a distributor, key factors must be addressed.
- Target Market Hospitals, ambulatory surgery centers (ASCs), or private practices each require different sales approaches
- Geographic Reach Regional, national, or international distribution influences regulatory compliance and logistics strategies
- Product Complexity High-tech surgical devices require specialized sales training, while commodity medical products do not
Step 2: Research Potential Distributors
Ideal distributors have:
- Established relationships with hospitals and surgical networks
- Experience with similar device categories
- A demonstrated ability to navigate regulatory and reimbursement processes
Step 3: Evaluate Key Factors
A distributor’s ability to drive adoption depends on several variables.
- Sales expertise Strong networks within the relevant surgical specialty
- Regulatory compliance Proven ability to handle country-specific approvals and post-market surveillance
- Marketing and education support Capacity to facilitate hands-on training and clinical workshops
Step 4: Negotiate the Right Partnership
Distributor agreements should define expectations clearly, including:
- Sales performance metrics and revenue targets
- Exclusive vs. non-exclusive arrangements
- Marketing and training commitments
Need Help Finding the Right Distributor?
The right distribution partner accelerates market entry and surgeon engagement. Let’s discuss how to evaluate and select the best fit for your product.
