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.

The situation

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.

The constraint

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.

What I did

• Rebuilt the brand and the storefront together. A full rebrand and a new ecommerce platform in 2021, plus online retail partners including Amazon, Direct Supply, Performance Health, and Medline.
• Moved the needs assessment online. A remote pre-sale assessment so families got the right chair the first time, which doubled as the main demand-generation engine.
• Made payment understandable. Clear options for private pay, HSA and FSA, and insurance, explained in plain language for caregivers.
• Owned what happens after the sale. Delivery, fit, and post-sale education, so the product worked as promised and customers had something to say.
• Marketed to the real decision maker. Family caregivers, reached with empathetic short-form video, customer testimonials, and user-generated content that showed the human side of caregiving.

Results

• Organic traffic up 100% to about 11,000 visits a month.
• Email and social audience grown more than 50x, to about 27,000.
• A full rebrand and new ecommerce platform live in 2021, plus four national online retail partners.

What it means for your team

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.

Want to talk through your direct or hybrid channel? Book a 30-minute GTM review.