The verdict in three sentences
For a medical device and consumables distributor based in Amsterdam, a redesign focused on a catalogue without online checkout costs, as a 2026 order of magnitude, 16,000 to 32,000 EUR ex VAT, excluding data import. The item that makes the difference is synchronisation with the PIM or ERP (3,000 to 7,000 EUR), because 2,800 product pages typed by hand are wrong within six months. Aim for 12 to 16 weeks, faceted search under 300 ms and product pages showing CE marking, device class and current instructions for use.
Why Benelux hospital buyers judge your catalogue before your sales rep
A procurement officer at a Dutch or Belgian hospital prepares tenders from precise references: manufacturer code, device class, packaging, compatibilities, regulatory documentation. Many hospitals buy through purchasing groups, so the distributor's website is where buyers check details before a call. If the information is not there in two clicks, they move on. The site needs no cart: it must produce qualified quote requests and traceable technical sheet downloads, ideally in Dutch, French and English (languages are set in the quote).
Redesign budget item by item
| Item | 2026 range (EUR ex VAT) | Detail |
|---|---|---|
| Audit and discovery | 1,500 to 3,000 | Search analysis, structure by specialty |
| Design and mock-ups | 2,500 to 5,000 | Product pages, lists, comparison |
| Catalogue development | 7,000 to 14,000 | Facets, product pages, document library |
| PIM or ERP import | 3,000 to 7,000 | Automated daily feed |
| Quote request form and CRM | 1,500 to 3,000 | Quote basket without payment |
| Testing and URL migration | 500 to 1,500 | Redirects to protect search rankings |
| EU hosting | 90 to 200 per month | Monitoring, backups, CDN |
Amsterdam agencies typically bill 90 to 130 EUR per hour. A 2,800-reference project usually lands around 22,000 to 26,000 EUR ex VAT, import included, if product data is already clean in the ERP.
Requirements specific to medical devices
The EU Medical Device Regulation 2017/745 (MDR) governs device information. The site must faithfully reflect manufacturer documentation and avoid claims not covered by the CE marking. In the Netherlands, the Health and Youth Care Inspectorate (IGJ) supervises compliance, and advertising to professionals follows sector codes. In practice the redesign should include:
| Product page element | Required or recommended | Data source |
|---|---|---|
| CE marking and notified body number | Recommended, expected by buyers | Manufacturer |
| Device class (I, IIa, IIb, III) | Recommended | Manufacturer |
| Instructions for use (PDF or eIFU) | Required if published online | PIM |
| UDI-DI identifier | Recommended for traceability | EUDAMED or manufacturer |
| Packaging and GTIN | Recommended | ERP |
| Last update date | Recommended | Automatic |
A simple rule: no regulatory data is typed into the website. Everything comes from the PIM or ERP, and the site shows the date of the last sync.
Performance and search: the deciding factor
Faceted search (specialty, product type, sterility, size, manufacturer) must respond in under 300 ms, even from slow hospital workstations. That requires a dedicated search index rather than standard database queries. Add typo-tolerant search and partial reference matching: buyers often type only the first six characters of a code.
Who should own the project internally
Appoint one product data owner, usually from purchasing or quality, who validates every regulatory field before the first import. Sales defines the quote request journey, IT owns the ERP feed. A weekly 30-minute review during the 12 to 16 weeks keeps decisions moving and avoids late changes to the catalogue structure.
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Mini case study
Daan, sales director of an Amsterdam distributor with 2,800 references, sees his three inside sales reps spend about 12 hours a week emailing technical sheets and IFUs. With an open document library and tracked downloads, the company targets 60% fewer requests, saving 7.2 hours a week. Over 46 weeks at 42 EUR per loaded hour, that is about 13,900 EUR per year. If the redesign costs 24,000 EUR ex VAT, this item alone pays it back in under two years, before counting the extra quote requests from better indexing.
FAQ
Do we need a PIM for 2,800 references?
Not necessarily, the ERP can be enough if descriptions are clean. Above 5,000 references or with several languages, a PIM pays off, at 300 to 1,500 EUR per month in licence fees depending on the tool.
Can we restrict prices or documents to logged-in customers?
Yes, through a customer area. Plan an extra 2,000 to 5,000 EUR for account management and price lists per hospital.
How do we keep our search rankings during the redesign?
By redirecting every old URL to its new page before launch. For 2,800 pages that is 1 to 2 days of work, and it prevents traffic losses that can reach 30 to 50%.
Where should the site be hosted?
In the EU, for GDPR and the confidence of public buyers. Budget 90 to 200 EUR ex VAT per month depending on traffic and monitoring.
How does Kolonell price this kind of project?
An ERP-synced catalogue is a custom web application: medium between 6,100 and 10,670 EUR, complex between 10,670 and 22,870 EUR and above, depending on the scope fixed in the quote.
Let's scope your project. We review your catalogue, ERP feeds and buyer journeys to set a scope and a 12 to 16 week plan. Detailed quote within 48 h. WhatsApp +221 77 596 93 33.
Mohamed Bah
Fondateur, Kolonell
Passionate about digital and entrepreneurship in Africa, Mohamed has been helping Sénégalese businesses with their digital transformation since 2020. Founder of Kolonell, he believes every SME deserves a professional and accessible online présence.
