Distributor vs direct: choosing your ANZ commercial model

There is no universally right answer; only an answer that fits your product economics, clinical adoption profile, and capital position. We weigh four variables: gross margin per case, sales-cycle length, training burden, and your appetite for fixed cost.

High-margin, high-touch capital equipment usually justifies a direct model. Consumables and devices with simple clinical workflows often perform better through an established distributor with existing hospital relationships.

The hybrid model (a small direct clinical team supported by a distributor for logistics and tender administration) is increasingly common and often the right starting point for the first 18 months.