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Market entry Germany

Which sales route fits your medical device?

What matters is not finding a sales partner as quickly as possible. What matters is choosing the sales model that fits your product, target customers and market phase.

For market-ready, CE-marked medical devices

Three basic routes

In-house sales, agency or distribution.

For commercial market entry, three structures stand out. Each offers a different balance of control, investment and local responsibility.

Sales in Germany
In-house sales organisation
Local sales partner LIGABO Agency model · Distribution model

In-house sales organisation

The manufacturer builds its own local sales structure and manages customer relationships, staff and market development itself.

Strength

High control over market development and customer relationships

Consideration

An in-house structure creates ongoing fixed costs from the outset. At the same time, market knowledge, customer relationships and working sales processes must first be built

Key question

When does the actual market potential justify the fixed costs and risk of building an in-house sales organisation?

Agency model

A local sales partner handles market development. The manufacturer remains the customer's contracting party and invoices directly.

Strength

Local sales presence with a direct business relationship between manufacturer and customer

Consideration

Invoicing and key parts of commercial operations remain with the manufacturer

Distribution model

A local distributor handles sales and commercial operations and invoices customers itself.

Strength

Local sales and commercial operations through one partner

Consideration

Less direct control over customer relationships and sales management

Orientation on typical market entry models in Germany: U.S. Commercial Service, Germany Healthcare and Medical Technology

Comparison

The models at a glance.

Criterion In-house sales Agency model Distribution
Customer invoiceManufacturerManufacturerDistributor
Direct customer relationshiphighhighusually lower, depending on the setup
In-house local infrastructurehighlimited needlow
Structural commitment at launchhighlowerlower
Local market knowledgemust be built internallypartner's experience availablepartner's experience available
Local commercial operationsManufacturermainly manufacturerDistributor
Control over market developmenthighhigh to mediumdepends on partnership and agreement

The exact level of cost is not what matters. What matters is when the actual market potential justifies the fixed costs and risk of building an in-house sales organisation.

Decision

The right sales route depends on the product.

There is no standard model for market entry. The right route depends on how much explanation the product needs, who buys it, how well the market potential is already proven and how close to the customer you need to be.

What matters

  • Product
  • Target group
  • Market phase
  • Customer proximity

Possible routes: in-house sales, distributor, sales agency or specialised external sales.

Common mistakes

What to avoid when entering the market.

  1. Committing to a sales model too early

  2. Confusing market potential with actual market access

  3. Underestimating decision paths and sales cycles

  4. Building a sales force before there is enough market knowledge

Where LIGABO comes in

Commercial market development once the product is market-ready.

LIGABO acts as the local sales unit in Germany for international manufacturers:

  • Turning market potential into concrete sales activities
  • Reaching the relevant decision-makers in practices, hospitals and rehabilitation centres
  • Building a sales approach that fits the product
  • Taking on preparatory or operational sales tasks, depending on the situation

Focus

  • Orthopaedics
  • Spine
  • Neurorehabilitation
More about LIGABO's sales models →

Which sales route fits your product?

In an initial conversation we clarify your starting point, target customers and the right sales structure for the German market.

Discuss your market entry →