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Driven by patients who diligently research their physicians’ preferred products for personal use, medical supply manufacturers and distributors must evolve beyond their traditional roles. It is becoming essential for healthcare brands to prioritize both consumer awareness and physician preferences, ensuring competitiveness and relevance in the ever-changing market.
The healthcare industry is undergoing a significant transformation, with consumerism taking center stage. A recent Harvard Business Review article emphasizes the increasing trend of healthcare manufacturers and distributors adopting a consumer-centric approach, updating their brand to cater to individual patients and build trust.
In response, medical supply manufacturers and distributors must evolve beyond their traditional roles, transforming into healthcare brands that prioritize both consumer awareness and physician preferences equally.
As healthcare brands aim to attract both physicians and patients alike, it is essential to develop an approach that addresses the unique needs and expectations of these distinct yet interconnected markets by focusing on the following three key areas:
To attract both physicians and patients, medical supply manufacturers and distributors must prioritize trust and quality by adhering to regulatory standards, showcasing product efficacy, and providing transparent information about their products. This will help build credibility among both audiences and ensure the brand’s offerings are recognized for their safety and effectiveness.
Medical supply manufacturers and distributors must modernize their branding, packaging, and messaging to cater to both patients and physicians using simpler and clear packaging.
Manufacturers and distributors must craft marketing campaigns that cater to the unique interests and preferences of both physicians and patients by leveraging various channels such as print, social media, programmatic, digital out of home(DOOH), and even CTV.
One prime example of this adaptation is our company, Dealmed, venturing into the direct-to-consumer market with the launch of MedicalRite.com. This strategic move enables us to display our recently rebranded “healthcare brand” of products, known as Dealmed Originals. Alongside other reputable medical-grade products, these healthcare professional-grade items will now be accessible directly to consumers, showcasing our commitment to this evolving market landscape.
The market shift from medical professionals seeking supplies to consumers being educated and performing their own research presents challenges, as consumers seek medical-grade products often labeled as “for physician use only.” Careful vetting and consideration are essential to ensure they are adhering to regulatory standards. However, the rewards of successfully adapting to this trend are substantial.
As the healthcare landscape continues to evolve, medical supply manufacturers and distributors who recognize and adapt to the growing trend of consumerism are poised for success. By adopting a consumer-focused approach and by placing patients at the center of healthcare decisions, brands can ensure they are providing the best possible care and contributing to a better, more patient-centric industry both for their physicians and patients alike.
The future of healthcare won’t be a great new innovation or drug; it will be the self-responsibility people embrace towards their own health. Now is the time for healthcare brands to capitalize on this consumer-centric revolution.
