DECEMBER 202319device distributor gives a brand instant access to highly qualified sales personnel who know the market well and are equipped to suitably represent a range of products or services by showcasing them at appropriate conferences and exhibitions. 2. Supply Chain Management Expertise: Given the cost, complexity, and criticality of medical devices; freight, logistics and intra-country storage & distribution networks need to be very well managed. What separates a good distributor from an excellent one is the emphasis one lays on ensuring the supply chain is smooth and inefficiencies have been adequately addressed. Established distributors tap into their network of freight forwarders and distribution center operators to ensure a seamless flow of goods. 3. Regulatory Affairs & Quality Assurance Management: The supply and distribution of almost all medical devices in most geographies are regulated by the local Health Authorities. While crucial for overall safety and administration, these regulations and ensuing product registration formalities can add significant delays to the overall go-to-market plans of the brand owners. Having a distributor with a thorough understanding of the local regulatory landscape makes this process efficient and can help save considerable time and investments. Adhering to an effective Quality Management System (for eg: ISO) distributors help to create an environment of trust and assurance both with device manufacturers and healthcare customers. 4. Biomedical Engineering Services: Throughout its useful life of around 8 to 10 years, medical equipment needs to be regularly serviced by trained biomedical engineers. Even when proper after-sales care is taken, there are bound to be technical issues related to the equipment. In a market where many brands with similar devices are competing for customers' attention, after-sales technical support becomes a very important decision criterion for future purchases. Attracting and retaining a trained workforce of biomedical engineers can be difficult especially if you are a new entrant or have a limited product portfolio. This is where a distributor can come in handy by not only providing a skilled pool of engineers but also leveraging rapport and relationships with key hospital stakeholders to manage service escalations. 5. Value-Added Services: Catering to local customer needs, many distributors offer a whole suite of value-added services to remain competitive and relevant. Distributors can offer Project Management capabilities for medical equipment that entail collaboration amongst various stakeholders (architects, building authorities, M&E vendors). They can also offer Clinical and Technical training to healthcare professionals to encourage collaboration and knowledge sharing. They can help optimize current user workflows and enhance productivity in existing or new setups via Advisory services. They can also offer flexible payment structures for the purchase of high-value items via partnerships with banks and other financial intermediaries. While there are many quick benefits of working with a reputed medical device distributor, brands must look at this relationship as a long-term partnership. By integrating & involving the distributor as part of its overall go-to-market strategy, a brand can secure a solid pipeline of future deals and enhance its positioning. Armed with multiple digital tools and information systems, the distributor could also help provide market intelligence and insights which may go a long way in the product development roadmap for manufacturers.
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