Leveraging Sermo’s Expert panel to understand decision-making processes and brand loyalty in the US Medical Supply distribution market

In a rapidly evolving healthcare landscape, staying ahead of the competition requires not only deep industry insights but also access to a global network of healthcare experts and decision-makers. Leveraging Sermo’s panel of healthcare experts and decision-makers, a top-tier consultancy gained invaluable perspectives and data-driven insights into the decision-making processes and brand loyalty dynamics, enabling the Medical Supply Distributor to refine their strategies, differentiate offerings, and maintain a competitive edge in an ever-changing industry landscape.


Sermo and the consultancy applied a multi-phased approach to achieve a comprehensive understanding of the market dynamics and client needs. The study commenced with qualitative research to identify pertinent questions, followed by a quantitative survey to delve deeper into the identified issues and provide actionable insights for Distributors to differentiate themselves.

The study employed a combination of qualitative Telephone Depth Interviews (TDIs) and a quantitative survey.

Qualitative Phase: Conducted 20 telephone depth interviews to gain qualitative insights into decision-making processes and brand perceptions.

Quantitative Phase: Garnered 100 responses through a structured survey to quantitatively assess market trends, preferences, and loyalty factors.

Market: United States

Target Audience:

Hospitals, Integrated Delivery Networks (IDNs), and Ambulatory Surgical Centers (ASCs):

  • CEO
  • CFO
  • COO
  • VP of Supply Chain
  • VP of Purchasing/Procurement

Timeline: The entire project spanned 6 weeks, ensuring efficient data collection and analysis within a defined timeframe.

Key Findings

The multi-methodology approach enabled key findings in the following areas:

  • Decision-Making Processes: Identified the key decision-makers within Hospitals, IDNs, and ASCs, providing clarity on their roles and influence in procurement processes.
  • Brand Loyalty/Perceptions: Uncovered factors influencing brand loyalty and perceptions, including product quality, pricing, customer service, and vendor relationships.
  • Market Needs and Opportunities: Identified gaps and unmet needs within the market, offering insights for Distributors to tailor their offerings and strategies accordingly.
  • Competitive Landscape Analysis: Evaluated competitor positioning and strategies to guide the client in formulating effective differentiation strategies.


Armed with comprehensive insights from both qualitative and quantitative research, the consultancy provided actionable recommendations to the Medical Supply distributor. These recommendations enabled the Medical Supply Distributor to refine its marketing strategies, enhance customer engagement initiatives, and differentiate its offerings effectively in a competitive market landscape.

In a world where a single misguided assumption can yield far-reaching consequences, leave it to the experts.  Sermo’s healthcare expert research panel, that is.  Gain access to a global community of healthcare experts and decision-makers, empowering you to build robust strategies and stay ahead of the competition.

Ready to chat about how Sermo’s expert insight solutions can support your organization’s goals?  Email us at business@sermo.com.

On behalf of Sermo, thank you for checking out our blog post on leveraging Sermo’s Expert panel to understand decision-making processes and brand loyalty in the US Medical Supply distribution market.  This is just one of the many success stories from Sermo’s Expert insight solutions. 

At Sermo, access a global community of healthcare professionals and experts to fuel your strategic business decisions.   Engaging with more than 1.5 million HCPs across 150 countries, we provide physicians and advanced-practice providers with a social platform that fosters impactful peer-to-peer collaboration & discussions about issues that are important to them and their patients. Sermo offers on-demand access to HCPs, payers, experts and Opinion Leaders via a suite of proprietary technology to provide business intelligence that benefits pharmaceutical, healthcare partners and the medical community at large.