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Customer Experience Strategy

B2B Ecommerce For Medical Devices and Supplies: 3 Tips to Improve Buying Experience + Leverage Technology

It only gets better. 

Admittedly, that’s an ironic statement given the recent global health crisis. 

But it’s not all doom and gloom. 

So what’s the silver lining? 

The recent global health crisis turned the eCommerce space on its head while setting the stage for tremendous growth. 

Medical eCommerce was no exception. 

Estimates show that global medical healthcare eCommerce is anticipated to be over $435 billion by 2025.

So what does that mean? 

B2B Ecommerce For Medical Devices and Supplies is now more critical than ever. 

What’s more…

Customer experience is now the main differentiator. 

A previous study showed 94% of medical device buyers start their research online. 

Unfortunately, medical equipment buyers face outdated experiences that don’t fit their needs. 

But what do B2B Medical device buyers want? 

Let’s find out.

B2B Ecommerce—Are Medical Device Buyers Too Picky? 

The short answer is NO.

After all, finding the right medical equipment is a life-and-death situation. Literally. 

The reality is that professional buyers medical supply procurement professionals are looking for exceptional customer experience.

Customer experience is now the main differentiator, even over price and product.

What’s more? 

Ecommerce customers are willing to pay more for exceptional customer service. 

More and more B2B medical device buyers are now demanding higher levels of customer service and prioritizing their satisfaction. 

The result? 

Healthcare eCommerce players need to provide proof of their dedication to their customers. Moreover, proof of the strength of the supply chain is reassuring to their B2B medical device buyers. 

And here’s the thing:

Medical purchasing agents deal with limited resources. 

Moreover, they have to find medical supplies from multiple sources and they’re looking for a process with as little friction as possible. 

Busy healthcare purchasing agents want a quick digital process to provide information on product specifications and technical information. 

These professionals also want assurances on product availability. Moreover, they want to know whether medical device suppliers can deliver on time. 

Transparency in inventory status is critical in the medical supplies market. 

An eCommerce site with live inventory levels also goes a long way in letting medical supply buyers know what’s available. 

So what’s the key to improving the buying experience? 

You guessed it, technology. 

But first, let’s explore pain points for medical device buyers. 

B2B Ecommerce For Medical Devices and SuppliesThe Pain Points

Medical device buyers have 3 main challenges: 

Complexity: Medical devices are not simple products. The complexity of medical devices is influenced by the number of parts and their interconnections.

However, this doesn’t mean that getting the proper specifications while purchasing online should be challenging. 

Compliance: Buyers need to know the products or parts are compliant within their industry. 

In addition, digitizing the entire buying experience requires compliance to be customized depending on geographical requirements. 

Compatibility: When buying replacement parts or additional parts for medical equipment, it’s important for buyers to be certain the products are compatible with their existing equipment. 

For example: 

Buying the wrong screen for an ultrasound machine could have serious implications on the efficiency and precision of medical procedures.

Even worse?

It could result in unnecessary fatalities. 

So can technology help ease these pain points? 

Let’s find out. 

B2B Ecommerce For Medical Devices and SuppliesTechnology Helps!

Technology is the key to improving the buying experience in medical ecommerce. 

For example, conversational search technologies like digital assistants and product finders elevate the buying experience.

Example of a good customer experience for buying medical supplies online
Ansell, a health and safety protection solution manufacturer, uses a product finder to help buyers find the right products for their application – completely self-service.

How? 

By giving buyers 24/7 self-service research so that they can feel confident that they’re buying the right thing. 

Also, AI-powered tools like product configurators help model complex products to make sales more efficient. 

Configurators and product finders can also manage complex business rules. 

Usually, business rules are set in place so compliance is top of mind while understanding compatibility. 

And you know what? 

The use of technology improves customer experience overall. 

3 Tips to Improve Buying Experience for Medical Device Buyers

Tip #1 Personalize the Buyer’s Journey

Personalization is not only relevant for D2C brands. It’s also suitable for B2B brands. 

Medical eCommerce sellers need to consider customizing their products and pricing catalogs by customer or vertical.

Why is this important? 

Each medical device buyer gets an experience customized to their needs.

Personalization also makes inventory reordering easy. For example, medical eCommerce sellers can help their customers set inventory limits. 

Personalization also helps control the visibility of products to comply with local regulations. 

This way, medical eCommerce sellers can show their customers only relevant products according to their geographical location. 

Tip #2 Effectively Demonstrate Complex Products

As a medical eCommerce seller, you must demonstrate technical expertise with the product you’re selling. 

Gone are the days when you grabbed your buyers’ attention by presenting them with printed one-sheets and brochures. 

Not only do you run the risk of sharing outdated content, but it can be hard to showcase your complex products effectively.

Clearly and interactively show what your product looks like to medical device buyers and the value in it for them. 

If medical device buyers can’t envision how your product works, you’ll have difficulty closing the deal.

Remember, medical devices tend to be high-value investments, and therefore buyers are more discerning. 

Tip #3 Prioritize a Better Customer Experience 

Most medical device buyers want a positive and seamless customer experience. 

Medical eCommerce sellers should consider providing a self-service experience, complete with rich media such as images and videos to guide buyers.

A self-service experience allows customers to take care of routine transactions themselves. 

The result? 

The sales staff focuses on strengthening relationships, helping customers solve problems, and nurturing leads. 

When sales staff focus on these strategic activities, this can be a game-changer for a medical eCommerce seller. 

Leverage AI-Powered Technology 

The dynamics of  B2B eCommerce for medical devices and supplies is undoubtedly unique. 

The recent global health crisis and development in telehealth is a growth opportunity for medical device eCommerce. 

AI-powered technology can help both medical device eCommerce players.

Partner with Zoovu today and let technology help. 

 

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Enda Ndungu is a certified content marketer and Direct Response Copywriter. She is passionate about creating content that moves minds and grows businesses. She is also a personal development enthusiast. Off-the-clock, Enda enjoys fiddling in the creative arts, exploring nature and on-screen dramas.