Online Research

94% of Healthcare Buyers Research Products Online. Does This Include You?

B2B buying is changing. Business buyers are going online before reaching out to sales reps. And yes, this is true in the healthcare supply chain too.

Let's look at some key stats from B2B Online (MIRAKL+WBR Insights+Oracle)

  • 87% of B2B buyers buy through Marketplaces (Amazon, etc.)
  • 84% of B2B buyers use digital channels for RFI's

Statistics from HIMSS show that healthcare is actually ahead of other industries in the shift to B2B digital buying channels (Think with Google). Witness:

  • 94% of healthcare equipment buyers research product features online first
  • 90% of healthcare equipment buyers identify suppliers online
  • 82% compare products online

This is the new normal in healthcare. Buyers expect product information to be online and accessible in the platforms they use.


Why Equipment Buyers are Turning to The Exchange for Product Research

The OpenMarkets Exchange is quickly becoming the preferred online destination for equipment product research.


A main reason the Exchange is used for product research is the presence of our curated catalog of 30,000+ equipment products. This catalog contains the key information needed for in initial research.

Steven Stoops, Purchasing Director at Seneca Healthcare District Hospital lays out why he uses OpenMarkets for product research in a recent case study on their work with Harloff:

The clinicians came to us requesting 18 Armstrong carts,” said Stoops. “I love the clinicians, but know they don’t have time to fully research options. So I jumped on The Exchange to ensure we’d have the opportunity to vet multiple suppliers and find the right product.


How to Research Products on the Exchange:

It's simple: use the search box at the top of the page and dive into details on any product. Let's look at the first few X-Ray results:

x-ray results 7.22.21

Now let's take a look at this product listing from Philips Healthcare:

Philips Azurion 7 product detail
This listing has just the right amount of key information:

  • Overview of the equipment
  • Technical specs
  • Dimensions
  • Collateral and case studies

Once you see a product fitting your needs, simply click "Buy" in the upper right hand corner to be connected to the supplier. This is an incredibly simple way for clinical department directors, supply chain leaders and biomed team members to research equipment and get pricing.


Case Study:

On May 9th, Danielle M. from Southeast Orthopedic Associates logged into the Exchange and typed in "OR Lights" in the product search bar. From here, Danielle clicked on three separate products to review pictures, spec sheets and the concise descriptions. She ended up creating a request for Bryton surgical lights and received a quote from the local sales rep in the Exchange that same day.

The Exchange also connected Danielle to other surgical light suppliers from the OpenMarkets Community, including STERIS, Amico  & SUNNEX.  Danielle ended up with 3 quotes, all presented to her in an organized fashion in the OpenMarkets Exchange.


Healthcare providers can Get Started on the Exchange at no cost.

Supplier organizations interested in listing their products on The Exchange can learn more here and reach out to our team anytime.

About Author

Tom Derrick
Tom Derrick

Tom leads a range of core functions for OpenMarkets, including strategic partnerships and business development. Prior to OpenMarkets, Tom served as a senior communications director for a rapidly growing medical device manufacturer, and as a D.C.-based public relations director conducting advocacy for the orthotic and prosthetic community. Tom is a co-founder of OpenMarkets. He has degrees from Wake Forest and DePaul Universities.