Is distribution the right move — or just the familiar one?

When MedTech and BioPharma innovators explore new markets, “finding a distributor” is often the first step. And for good reason, distribution can be a powerful, low cost route to scale when the conditions are right.

But it’s not the only option.

Here are three questions worth asking before you commit:

1️⃣ Are you set up for success with a distributor?

Distributors thrive when your product is ready to go: registered, evidence-backed, with clear positioning and demand. If you’re still building awareness or navigating your first sales with unclear sales cycles, you may need more hands-on support first.

2️⃣ Would a direct or hybrid model offer more insight and agility?

A local team (even a part-time one) can give you faster feedback, stronger messaging, and closer relationships with early adopting customers — laying the groundwork for long-term scale, with or without a distributor.

3️⃣ What’s the real cost and value of each option?

Distribution offers a low cost solution to enter a market and first sales will often be via a PO for a minimum commitment to purchase. The downside with distributors generating their income based on margins is that products are often lost within a catelogue of other products, with no dedicated sales efforts to get the business going.

Depending on your product, a dedicated commercial partner providing a direct customer facing team that represents you and your brand may provide a better return. This can be as simple as a small team delivering in country sales & marketing with payments based on the number of active selling days you need.

We work with clients to shape and execute the right go-to-market model, whether that’s direct, distribution, or a blend of both.

Click here to book a 30-minute consultation to talk through your goals.