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    Distributor vs Direct Sales

    Choice between selling through third-party distributors or hiring a direct salesforce.

    Reviewed by Christian Espinosa, Founder, Blue Goat CyberLast reviewed May 5, 2026

    Definition

    A direct salesforce is employed and trained by the manufacturer. Distributors are independent firms that carry the product alongside others. Hybrid models - direct in core geographies, distributors in long tail or OUS - are common.

    What this means in practice

    Direct gives control of brand, KOL, and pricing; costs more upfront. Distributors give faster geographic reach with weaker control. Most MedTech companies start hybrid and convert to direct as scale justifies.

    Primary references

    3 sources
    Link health: 2 verified 1 needs review· last checked 2026-05-09
    AdvaMed·1MedTech Europe·1AHRMM·1
    1. 1
      AdvaMed commercialization
      Verified
      AdvaMedadvamed.org
    2. 2
      MedTech Europe Code of Ethical Business Practice
      Needs review
      MedTech Europemedtecheurope.org
    3. 3
      AHRMM - Healthcare Supply Chain
      Verified
      AHRMMahrmm.org

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