Electronic patient records, e-prescriptions, telemedicine services – digitalisation in the German healthcare sector has recently gained significant momentum. In this article, we’ll explore what this means for wholesalers and specialist suppliers in the medical field, and outline the opportunities offered by digital commerce solutions within the industry.
Industrial healthcare sector set for growth
The healthcare market is one of the largest and fastest-growing sectors in the German economy. Since 2015, the German industrial healthcare sector (iGW), which includes medical wholesalers and specialist suppliers, has grown by an average of 4.8% annually – significantly outpacing the overall growth of the country’s economy (4 percent) (BMWE: Faktenblatt Industrielle Gesundheitswirtschaft, 08/2025). The medical specialist retail sector alone generated approximately €25 billion in revenue in 2024.
This is hardly surprising, given that demographic change in Germany is driving growing demand for support and care products – ranging from walking frames, orthoses, prostheses, rehabilitation and mobility aids to homecare and incontinence supplies. Furthermore, medical products labelled “Made in Germany” are in high demand well beyond the country’s borders. The sector boasts an export rate of 68 percent (BVMed-Branchenbericht, 11/2024).
Medical wholesalers and specialist suppliers have a range of duties. Supplying clinics, medical practices, pharmacies and end customers with products from specialist medical retailers, the orthopaedics sector, and the rehabilitation technology sector is a complex task that requires careful organisation. The challenge is that many medical wholesalers and specialist suppliers still heavily rely on analogue processes and operate solely through traditional, brick-and-mortar business models. The lack of digitalisation hampers efficient workflows, quick response times and seamless customer communication. Meanwhile, competition from online pharmacies and emerging digital players is noticeably rising.
Seven digitalisation drivers for medical specialist suppliers
For this reason alone, digitalisation for medical wholesalers and specialist suppliers is no longer just “nice to have”, it is a decisive factor for sustainable growth. It opens up new sales channels, speeds up processes, reduces employee workloads and, at the same time, improves service quality and increases sales.
1. Well-stocked online shops
mean clinics, practices, pharmacies and end customers can order the products they need around the clock – without having to rely on opening hours. Not only does this generate more revenue, it also reduces the effort required for sales and order processing.
2. Easy-to-use self-services
let customers check their order history, delivery dates and invoices whenever they need to, and provide an efficient way to enter recurring orders and submit complaints online. Processes are expedited and employees are relieved of routine tasks, allowing capacities to be utilised effectively.
3. System-supported product information management (PIM)
bundles product and media data such as safety data sheets, images and operating instructions, thereby creating a Single Source of Truth. An advantage of this is that potential product queries are often resolved automatically, thereby reducing the return rate due to incorrect or missing information.
4. Using product and media data that is suited to all formats and channels
makes it easier to deliver consistent content across all current and future touchpoints. Centralised data maintenance ensures maximum flexibility and a fast time-to-market.
5. The collaboration between the online shop and the PIM system
along with any systems that may already be in place – forms the foundation for consistently automated end-to-end processes in digital commerce. Seamless system integration means product data is maintained centrally and consistently distributed across all sales channels, while order and fulfilment processes are handled without any media discontinuity.
6. Personalised offers and intelligent cross-selling
not only simplify the sales process for medical wholesalers and specialist suppliers but also ensure the best possible customer experience. Relevant product recommendations, tailored pricing for different target groups and timely reminders for reordering consumables all combine to ensure customers receive their replenishment stock conveniently, reliably and in line with their needs. This results in higher satisfaction, stronger customer loyalty and increased sales, without extra work for the sales team.
7. Digital advice and support functions
help medical wholesalers and specialist suppliers optimise the quality of their customer service. Since medical technology products often require intensive consultations, this represents a decisive factor that sets them apart from the competition. Live chats, virtual assistants and clear product information help to answer customer questions quickly and efficiently.
Digitalisation as a catalyst for innovative, sustainable growth
This proves that digitalisation is much more than a simple tech upgrade for medical wholesalers and specialist suppliers. It’s key to staying ahead in a fast-growing healthcare market in terms of speed, user-friendliness and efficiency – provided the chosen solutions are precisely tailored to the industry’s specific needs and can be seamlessly integrated.
When choosing and implementing online shops and PIM systems, medical wholesalers and specialist suppliers should pay particular attention to scalability, user-friendliness and smooth system integration. Only then can processes be automated efficiently with sources of error minimised and acceptance among employees and customers ensured.
When choosing and implementing online shops and PIM systems, medical wholesalers and specialist suppliers should pay particular attention to scalability, user-friendliness and smooth system integration. Only then can processes be automated efficiently with sources of error minimised and acceptance among employees and customers ensured.
Our digital solutions for wholesalers and specialist suppliers in the healthcare sector
With powerful platforms for online shops and Product Information Management (PIM), novomind enables the seamless digitalisation of sales and service processes for wholesalers and specialist suppliers in the medical field.
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