Eleven hundred clinical products, findable by the people who use them
01 — The brief
One catalogue, nine clinical specialities, two very different buyers
Surgical Supplies represents its manufacturers across oncology, diagnostic imaging, plastic and reconstructive surgery, bariatrics, gynaecology, gastroenterology, podiatry, cardiology and beauty. Very little of that range is bought the same way.
A hospital cardiology team specifying a transcatheter heart valve needs technical detail, brand provenance and a named product manager. A podiatry clinic reordering burs and dressings wants a login, a saved list and a price with GST stripped out.
The brief was one catalogue that serves both without splitting into separate websites: every product findable by clinical category or by brand, priced for trade, and backed by the training and support that an independent distributor sells on.
Nine fields, one product record set Products are tagged into clinical categories and into brands, so the Ella Bache skin care range and the Meril stent range each read as a coherent shop while sharing one set of records, one checkout and one customer file.
By the numbers
A catalogue at hospital scale
Feature
Almost nothing in this catalogue is an impulse purchase, so the site is built to support a quote and a conversation rather than to force a card payment. Trade customers log in, save what they need and order against their account.
- Trade account registration and login
- Wishlists for repeat clinical ordering
- Prices shown GST exclusive with a live USD equivalent
- Product enquiries routed to the named specialist for that field
- Brand pages for every manufacturer represented
- Conference and clinical news published by the team
Two audiences, one shop
Clinical supply and professional beauty on the same platform
The beauty range is a business in its own right, and it sits inside the same catalogue.
Ella Bache, Clinisept, RefectoCil, Arbre and Trilogy are sold to clinics through the same product records, categories and filters as the surgical range, with their own landing pages, filters and featured products.
That means one system to maintain, one customer database and one place to publish, rather than a medical site and a beauty site drifting apart over time.
02 — The process
How we got there
- 01
Mapping the catalogue
Every clinical field, category, sub-category and brand was mapped first, so more than a thousand products could be structured before a single page was designed.
- 02
Designing for clinical credibility
A restrained, clinical interface that lets product photography and specification carry the page, with featured product blocks for the ranges the team is actively promoting.
- 03
Building products as records
Each product is a record with imagery, specification, brand, category tags, pricing and a wishlist action, so a new line is added once and appears everywhere it belongs.
- 04
Trade accounts and ordering
Registration, login, wishlists, GST exclusive pricing, a live USD conversion for Pacific customers and enquiry routing to the right product manager.
- 05
Content the team runs itself
Conference coverage, first-case announcements and product education are published in house, which is what keeps a catalogue site from going quiet between launches.
Independence, said plainly The about page does the work an equipment buyer needs: independent and Kiwi owned, twenty years in the market, the clinical fields covered, and named specialists with direct email addresses instead of a generic contact form.
03 — The outcome
A catalogue that behaves like a supplier
Buyers self serve to a shortlist, then reach the person who knows the product.
Hospital and clinic customers order against their own accounts, wishlists carry repeat clinical lines, and every enquiry arrives attached to a specific product and specialist.
The beauty and clinical ranges grow inside one system, so adding a brand is a data job rather than a build.
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Design, build, content and search, handled by one Auckland team.
