Developing a digital support channel for B2B distributors

Abstract

This thesis examined how Medix Biochemica could enhance distributor support through a centralised digital platform. As the company’s global operations expand, the need for unified, scalable, consistent and efficient distributor engagement has become increasingly important in the biotechnology industry. The objective of the thesis was to define key guidelines and features for a B2B extranet that improves distributor experience and support commercial operations. The study focused on identifying distributor needs, examining current practices within the company and its affiliate, benchmarking best practices and outlining a strategic roadmap for implementation. The thesis was a case study, and both qualitative and quantitative methods were used to collect data through internal interviews, an online distributor survey, and benchmarking existing platforms and academic literature. The research process included thematic analysis of current practices and support needs, evaluation of the affiliate company’s extranet platform and chosen digital solution. Findings were combined into actionable recommendations. The study showed that distributors value both structured digital tools and personalised support. Nine core support themes were identified, including communication and outreach, onboarding, access and brand management, training and education, support services, marketing materials, event coordination, relationship management, and operational challenges. A phased implementation roadmap was developed, along with recommendations for features such as SSO, a centralised resource library, and integrated communication tools. The study also emphasised the key role of change management and feedback collection for long-term impact and improvement.