Choosing a distributor is one of the longest decisions a country manager makes.
It is also one of the easiest to make for the wrong reasons.
The first good offer. The lowest margin. A familiar name.
In markets I have worked in, the choice that holds up is the one made on evidence. These are the five questions I ask.
Real reach. Which pharmacies, hospitals and regions do they serve today? Not the map in the presentation. Their own data.
The right capability. Licences, cold chain, storage, tender experience and a clean compliance record. Anything missing here becomes your problem later.
A fair share of attention. How many competing brands do they already carry? Your brand needs someone who will actually focus on it.
Data they will share. Sell-out and stock by customer, every month, without having to chase for it. Without it, you are managing the market blind.
Who owns the customer. The distributor handles supply, invoicing and collection. The relationship with doctors and hospitals stays with your own team, and scientific questions go to medical affairs.
Before any shortlist is final, I like to walk their warehouse and meet the people who serve hospitals. It tells you more than any proposal.
“A distributor can carry your brands. The customer relationship stays yours.”
Lesson 1 of 17 in Step 4: Distributors and market access, with the full guide and a checklist for this week.