How a dealer-led medical device brand rebuilt its brand, launched ecommerce for family caregivers, and doubled organic traffic without starving its dealers.
Nov 9, 2026
The short version: a medical device brand that sold almost entirely through dealers rebuilt its brand, launched a new ecommerce channel for family caregivers, and doubled organic traffic, all without starving the dealer network that built the business.
Broda makes specialized seating for acute, long-term, and rehab care. For most of its history, the product reached people through facilities and DME providers. Meanwhile, more families were choosing to care for aging parents at home, and they were searching for equipment online with no idea what to buy or how to pay for it. As Marketing Director and then VP of Marketing from 2017 to 2023, I ran marketing and the new direct channel.
Specialized seating is not a click-to-buy product. It has to fit the person, the right model depends on clinical needs, and payment is a mix of private pay, HSA and FSA dollars, and insurance. A plain ecommerce store would have produced returns, confused buyers, and angry dealers.
If you are an aging-in-place, home care, or remote monitoring company with a B2B core and a growing consumer pull, the hard part is not the website. It is the assessment, the payment story, and the post-sale experience. Get those right and direct becomes a growth channel instead of a support burden.
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