The verdict in three sentences
A medical equipment distributor selling 2,400 products to 900 GP practices, physiotherapists and care homes can no longer rely on a PDF catalogue sent by email: buyers want to see their negotiated prices once logged in, download conformity declarations and instructions for use, and request a quote to equip a clinic without waiting for a sales rep. Kolonell builds the showcase site for 800,000 to 3,500,000 FCFA (1,220 to 5,340 EUR) depending on the tier, and the advanced catalogue with accounts and gated pricing is priced on quote. Overall timeline is 8 to 12 weeks.
What healthcare buyers expect in 2026
A physiotherapist looking for an electric treatment couch, a care home manager restocking pressure-relief mattresses, a GP equipping a new surgery: they all compare online before calling. National platforms show public prices, stock levels and 48-hour delivery.
A regional distributor still has real strengths: advice, installation, servicing, local after-sales and negotiated terms. But if the website shows neither products, nor regulatory documents, nor an easy way to order, those strengths stay invisible. Sales reps spend their time emailing datasheets instead of selling.
| Customer segment | Accounts | Average annual spend (2026 indicative) | Main online need |
|---|---|---|---|
| Physiotherapists | 380 | £2,200 to £5,200 | Couches, electrotherapy, consumables |
| GP practices and specialists | 260 | £1,300 to £3,500 | Diagnostics, furniture, small equipment |
| Care homes | 90 | £13,000 to £39,000 | Beds, mattresses, moving and handling |
| Community nurses | 120 | £700 to £1,700 | Consumables, dressings |
| Dentists and others | 50 | £1,700 to £7,000 | Hygiene, sterilisation |
| Full clinic fit-outs | 30 projects a year | £4,300 to £52,000 | Tailored quote |
The architecture of a healthcare B2B catalogue
The public site presents the 2,400 products by specialty and family, with photos, specifications and downloadable documents: declaration of conformity, CE or UKCA marking with device class (I, IIa, IIb), instructions for use and cleaning guidance. Hospitals and care groups require these during procurement and quality audits.
Prices only appear once the buyer logs in. Each account sees its own price list negotiated by the rep, with discounts by product family. Buyers can build a basket and send it as an order or a quote request, or reorder a recent purchase in one click. For clinic fit-outs, a dedicated form captures specialty, floor area, number of rooms and opening date.
| Building block | Scope | Kolonell budget |
|---|---|---|
| Starter showcase | Company, product families, contact | 800,000 to 1,200,000 FCFA (1,220 to 1,830 EUR) |
| Growth showcase | Plus blog, analytics, specialty pages | 1,200,000 to 2,000,000 FCFA (1,830 to 3,050 EUR) |
| Premium showcase | Plus advanced SEO, animations, fit-out form | 2,000,000 to 3,500,000 FCFA (3,050 to 5,340 EUR) |
| 2,400-product catalogue with conformity documents | Product pages, search, filters | On quote |
| Customer accounts and gated pricing | Negotiated price lists, family discounts | On quote |
| ERP connection for stock and prices | Daily sync | On quote |
| Maintenance | Updates, backups, support | 35,000 / 75,000 / 120,000 FCFA a month |
Catalogue pricing depends mainly on the quality of existing data. If the ERP already holds clean product records, import is quick. If conformity documents are scattered across shared drives, a collection phase is needed.
Regulation and trust
Medical devices are regulated by the MHRA in the UK and by EU MDR 2017/745 in Europe. The site must not make unproven therapeutic claims, and product pages must faithfully reflect the manufacturer's intended purpose. For some device families, sales to the public should be restricted: a verified trade account checked against professional registration solves that.
The most effective trust signals are concrete: delivery times across the region, technicians for installation and servicing, brands distributed under regional exclusivity, company certifications. An after-sales page with a service request form also reduces inbound calls.
Mini case study
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Laurence, managing director of a medical equipment distributor in the south of England, turns over £5.3 million with 3 sales reps. She launches a Premium showcase at 2,800,000 FCFA (about 4,270 EUR), plus the logged-in catalogue priced on quote.
After a year, 35 % of accounts reorder consumables online. Each rep saves about 6 hours a week, 18 hours for the team, redirected to clinic fit-outs. If that wins 5 more projects at £15,500, the gain reaches £77,500 in revenue, or £23,250 at a 30 % gross margin.
FAQ
Can we hide prices from visitors who are not logged in?
Yes, that is standard for a healthcare B2B catalogue: visitors see products and documents, but prices only appear after login. Each account sees its own discounts, often 5 to 25 % depending on product family.
How do we manage conformity documents for 2,400 products?
They are attached to each product and downloadable as PDFs. A bulk import from the ERP or a structured folder avoids manually uploading more than 4,000 documents.
Should we verify that buyers are professionals?
For professional-only devices, yes. Account creation can require a professional registration number, validated within 24 h by your team.
How long does a full project take?
Plan for 8 to 12 weeks, with product data migration often taking 3 to 4 weeks. The showcase can go live before the logged-in catalogue if needed.
Does the site replace our sales reps?
No, it frees them from reorders and datasheet requests, which take up to 30 % of their time. They can focus on fit-outs and care groups.
Let's scope your project. We will define the showcase, catalogue structure and trade accounts with you for an 8 to 12 week launch. 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.
