Bringing a medical device to market, especially in Latin America, isn’t just about logistics. It’s about building relationships that last.
Many MedTech distributors in LATAM struggle with manufacturers who have unrealistic expectations: some demand exclusivity without marketing support, others expect rapid sales without understanding local sales cycles. At the same time, manufacturers often find it hard to identify reliable distributors who will actively promote their products instead of just adding them to a catalog.
In a region as diverse and complex as Latin America, where each country has its own healthcare system, regulatory pathways, and purchasing structures, success depends on one thing above all: the quality of the manufacturer–distributor partnership.
So, what does a strong, mutually beneficial relationship look like?
One of the biggest challenges arises when manufacturers expect immediate sales without market validation. LATAM’s healthcare markets are nuanced, product adoption requires education, relationship-building, and often clinical validation.
Both parties should co-develop a go-to-market plan with clear roles and realistic timelines for market entry, regulatory approvals, and sales growth.
Action step: Distributors should request a market assessment or opportunity analysis before committing. Both sides should align on pricing strategy, expected sales volume, and launch sequencing.
💡 In Latin America, the first sale is rarely quick, but it often determines the strength of the partnership that follows.
Regulatory processes in LATAM can be lengthy and unpredictable. When manufacturers delegate this responsibility entirely to distributors, it often leads to delays and frustration.
A strong partnership includes full regulatory collaboration — from documentation and technical support to identifying local regulatory agents or consultants who can act on behalf of the manufacturer.
Action step: Before signing an agreement, confirm the manufacturer’s readiness to support product registration. If necessary, involve specialized regulatory consultants early to streamline approvals.
Even the most capable distributor can’t succeed without proper support. Successful partnerships are built on shared marketing efforts and strong training programs.
Manufacturers should provide educational materials, demo units, and marketing assets that help distributors communicate value effectively. In turn, distributors should commit to active promotion and customer engagement — not passive catalog listing.
Action step: Organize joint marketing campaigns, webinars, medical conference presentations, or digital outreach, to build awareness and strengthen the product’s reputation locally.
Exclusive distribution agreements can be powerful motivators, but without clear expectations and flexibility, they can create tension.
Strong partnerships rely on transparent contracts that outline pricing structures, sales targets, renewal terms, and performance reviews, with room to adjust as markets evolve.
Action step: Define mutual KPIs and review them quarterly. Instead of treating shortfalls as failure, use them as input to refine strategy and forecasting.
In LATAM, market development takes time. Regulatory approval can take 12–24 months, and hospital purchasing decisions can stretch across fiscal years. Short-term thinking is a recipe for disappointment.
Partnerships that succeed maintain regular communication, even when things are moving slowly. Quarterly reviews and joint planning sessions help keep strategies aligned, identify roadblocks early, and build mutual trust.
Action step: Set up recurring check-ins to review performance, discuss market trends, and share updates on competitive activity. Open communication prevents surprises and builds resilience.
At medikana, we’ve seen these dynamics play out across dozens of partnerships. Our mission is to help international medical device manufacturers build lasting, high-performing relationships with trusted distributors throughout Latin America.
Our modular service model supports every stage of the commercialization journey:
We don’t just connect companies, we help them grow together.
Because in healthcare, true impact doesn’t come from technology alone. It comes from partnerships built on trust, alignment, and shared purpose, the bridge between innovation and patient access.
Final Takeaway:
A great manufacturer–distributor partnership is built on transparency, shared responsibility, and long-term commitment. Manufacturers must provide regulatory and marketing support, while distributors must actively drive adoption in the field. In LATAM, those who collaborate deeply, not just transact, are the ones who ultimately transform access to medical technology.
%20(1).png)