Modernizing a Medical Device Company -  Digital Platform with DynamicWeb DXP

Overview

Medical device companies operate in one of the most complex digital commerce environments. Product catalogs often contain thousands of SKUs with detailed product specifications, packaging variations, regulatory documentation, and distributor-specific purchasing requirements.

Medical Device, a global manufacturer and distributor of Medical Device products, needed a modern digital platform capable of supporting its growing catalog of more than 3,000 products while delivering a better digital experience for Medical Device buyers and distribution partners.

Fusionary partnered with Medical Device to design and implement a unified digital platform powered by DynamicWeb. By combining ecommerce, product information management, content management, and marketing capabilities within a single digital experience platform, Medical Device now has a scalable system that connects product data from Microsoft Dynamics Business Central and delivers a streamlined buying experience.

The Challenge

Healthcare business required managing thousands of medical products across several categories, including wound care, dental supplies, protective apparel, and personal care products. Each product required detailed specifications, regulatory documentation, and packaging information.

As the business grew, several challenges emerged.

Complex Product Data

Medical products require extensive attributes such as sterility, materials, packaging quantities, and compliance documentation. Maintaining this information consistently across systems was difficult and time-consuming.

Fragmented Product Information

Core product data resided in ERP, while marketing descriptions, images, and documentation were managed separately. This created inefficiencies and made it difficult to maintain consistent product information across digital channels.

Distributor-Focused Purchasing

Healthcare products are often purchased through distributors and institutional buyers. These customers require efficient ordering processes, quick SKU lookup, and easy access to product documentation.

Increasing Digital Expectations

Healthcare buyers expect the same digital experience they receive in consumer ecommerce environments, including fast search, detailed product information, and easy ordering.

Healthcare needed a platform capable of unifying these requirements while integrating seamlessly with their ERP system.

The Solution

Fusionary implemented a unified digital platform powered by DynamicWeb DXP. DynamicWeb combines multiple capabilities into a single platform:

• Product Information Management (PIM)
• B2B Ecommerce
• Content Management System (CMS)
• Marketing and digital experience tools

This architecture allows Medical Device to manage product content, digital experiences, and ecommerce transactions through a single integrated platform while maintaining Microsoft Dynamics Business Central as the system of record for operational data.

Platform Architecture

The platform connects ERP product data with DynamicWeb’s digital experience capabilities.

Microsoft Dynamics Business Central

Product data • Pricing • Inventory • Orders

               │

               ▼

DynamicWeb PIM

• Product attributes

• Images

• Documentation

• SEO

               │

               ▼

DynamicWeb CMS + Ecommerce + Marketing

Healthcare  Digital Platform

Website • Product Catalog • B2B Portal

This architecture allows Healthcare to maintain clean transactional data in ERP while managing digital product experiences in DynamicWeb.

DynamicWeb Product Information Management (PIM)

One of the most important components of the platform is DynamicWeb PIM, which acts as the central hub for product content and catalog management.

DynamicWeb PIM manages product data enrichment while ERP manages transactional information such as pricing and inventory.

Key Capabilities

DynamicWeb PIM allows Medical Device  to manage:

• Product hierarchy and category structure
• Detailed product attributes
• Product images and digital assets
• Product documentation and specification sheets
• Product relationships and cross-selling
• SEO metadata for product pages

For example, wound care products can share common attributes while maintaining SKU-level variations such as size, packaging, and sterility.

This centralized product management system enables Medical Device  to efficiently manage more than 3,000 SKUs while maintaining consistent product data across the platform.

Business Impact

DynamicWeb PIM solved several operational challenges:

• Centralized product information across the organization
• Reduced reliance on spreadsheets and manual updates
• Faster product onboarding and launches
• Consistent product data across all digital channels

DynamicWeb eCommerce for B2B Commerce

Medical Device supply purchasing is typically distributor-driven, requiring specialized B2B ecommerce capabilities.

DynamicWeb ecommerce powers Medical Device Company’s digital buying experience.

Key Capabilities

The platform supports:

• Distributor-friendly product search and filtering
• Quick ordering by SKU
• Detailed product pages with specifications
• Product documentation downloads
• Product relationships and recommendations

This provides Medical Device Company buyers and distributors with the information and ordering capabilities required for efficient procurement.

Business Impact

The ecommerce experience improves operational efficiency by allowing buyers to quickly find and order products while reducing manual order processing.

DynamicWeb CMS for Medical Device Company Content

In addition to product commerce, Medical Device Company requires a content platform capable of supporting educational resources and marketing content.

DynamicWeb CMS allows Medical Device Company to manage all site content within the same platform used for ecommerce and product data.

Key Capabilities

DynamicWeb CMS enables Medical Device Company to create and manage:

• Product category landing pages
• Educational Medical Device Company content
• Product resource pages
• Digital product catalogs
• Marketing landing pages

Because the CMS integrates directly with PIM, product data can automatically populate across content pages.

Business Impact

This unified content and commerce platform allows Medical Device Company to deliver a more informative digital experience while improving product discoverability.

DynamicWeb Marketing Capabilities

DynamicWeb also provides marketing capabilities that allow Medical Device Company to connect product data with digital marketing initiatives.

Educational

Key Capabilities

Marketing teams can leverage DynamicWeb to:

• Manage SEO for product and category pages
• Create targeted landing pages
• Segment audiences
• Connect marketing campaigns with product data
• Track engagement across digital channels

Business Impact

By connecting product content with marketing initiatives, Medical Device Company can improve product visibility and support digital growth initiatives.

Results

By implementing a unified digital platform powered by DynamicWeb, Medical Device Company achieved significant improvements across product management and digital commerce.

Centralized Product Management

Product data for more than 3,000 SKUs is now managed within a centralized platform.

Improved Data Consistency

Product attributes, documentation, and digital assets are maintained consistently across the site.

Faster Product Launches

New products can be added and enriched in DynamicWeb PIM before being published across the platform.

Improved Digital Buying Experience

Healthcare buyers and distributors can easily search for products, review documentation, and place orders more efficiently.

Scalable Digital Foundation

DynamicWeb provides Healthcare with a flexible platform capable of supporting future product expansion and digital initiatives.

Why DynamicWeb Was the Right Platform

Healthcare and medical supply companies require digital platforms capable of managing complex product catalogs while supporting B2B purchasing workflows.

DynamicWeb provides a unified architecture that includes:

• Enterprise CMS
• Product Information Management (PIM)
• B2B ecommerce
• Marketing capabilities
• ERP integration

For organizations with large product catalogs and distributor-driven sales models, this integrated platform simplifies operations while improving digital experiences.

Building Digital Platforms for Healthcare Companies

Successful healthcare technology projects are never just about software; they’re about people, processes, and the outcomes that impact patient care.

One of the things we’ve learned at Fusionary, working with healthcare organizations like yours, is that building software for this industry is fundamentally different. Clinical workflows, regulatory considerations, and the critical nature of patient outcomes demand a deeper level of understanding and collaboration.

The client team brings deep expertise in their field, and Fusionary brings the technical architecture and user experience expertise to translate that knowledge into a modern digital platform. When industry expertise and technology innovation come together, that’s when truly meaningful healthcare solutions are built.

Fusionary specializes in building digital platforms for organizations with complex product ecosystems.

Our experience across healthcare, medical device, and distribution industries enables us to design solutions that connect ERP systems, product data, and digital experiences into a unified digital platform.

The result is technology that supports both operational efficiency and long-term business growth

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