Healthcare Equipment Purchasing: The Digital Transformation


Healthcare equipment purchasing has undergone a transformative journey in recent years. Despite its substantial size, with an annual market value of nearly $82 billion in the US alone, capital purchasing has often taken a backseat to supply and pharmaceutical spending. Hospitals relied on outdated methods such as paper records, Google searches, Excel spreadsheets, and basic benchmarking tools to navigate the complex process of researching, planning, and approving capital purchases. Suppliers, including myself, resorted to traditional sales and marketing strategies that were challenging, inefficient, and costly. However, the emergence of the COVID-19 pandemic brought about a seismic shift in the healthcare industry. Suddenly, speed became paramount, catching both hospitals and suppliers off guard. Legacy systems reliant on paper and fragmented data posed significant challenges, necessitating a different approach to achieve rapid outcomes. Hospitals and suppliers alike were forced to adapt to the new reality, grappling with strained inventories, manufacturing limitations, and
the inability to rely on conventional in-person communication.

The Resilience of Hospitals: 

In the face of adversity, hospitals demonstrated resilience and ingenuity, devising innovative ways to streamline their processes and eliminate waste. They embraced the philosophy of "doing more with less" and sought to simplify their operations. As the initial urgency of the pandemic subsided, hospitals were forever changed, recognizing the need for digital automation to replicate the newfound speed and efficiency they had experienced during the crisis.

The Push for Digital Transformation: 

More recently, the financial pressures of inflation have added to the urgency of digital transformation. Rising costs and labor-related difficulties have intensified the drive for change. Hospitals are now compelled to reimagine their equipment procurement programs with a focus on digital integration that spans across their entire enterprise. In response, suppliers have started realigning their commercial resources to better cater to evolving customer needs, ramping up their technological efforts in the process. They are embracing initiatives such as populating and supporting digital catalogs, communicating on-line, and designing strategic, location-based marketing campaigns to enhance ease of collaboration.


The healthcare equipment purchasing landscape has come a long way, spurred by the catalysts of the COVID-19 pandemic and financial pressures. To their credit, hospitals and suppliers have demonstrated resilience and adaptability, embracing digital solutions to streamline operations and drive efficiency. As the industry continues to evolve, the impact of this digital transformation will undoubtedly be significant. Exciting times lie ahead, and we eagerly anticipate the continued progress and innovations in healthcare equipment procurement. Stay tuned for more updates on this transformative journey.

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Trevor Wood
Trevor Wood

CEO OpenMarkets

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