Disrupt an entire industry with a customer portal

From having the salesforce pushing products going to a business model where customers generate demand by themselves – that’s what many business owners dream of, and precisely what Mölnlycke has done. A sales increase of preferred products was instant, are we surprised?


The products we are talking about are customized packages of surgical single-use devices, and the customers are hospitals all over the world. But the blueprint for disruption is vanilla, and this could be your business!


Mölnlycke Health Care is market leader in the area of procedure trays – a solution containing multiple single-use medical devices packed according to the hospital’s unique requirement, supporting healthcare managers to increase efficiency in the operating room.

Mölnlycke Portal is a digital solution where hospitals themselves identify opportunities for time and cost savings by optimizing their procedure trays. Using the Mölnlycke Tray Portal the hospitals improve logistics, purchase control, and ultimately more successful procedures in the operating rooms. For Mölnlycke, the solution means increased customer loyalty and more specifically an opportunity to leave endless price negotiations in favor of customers customizing their own product selection.

Despite the business model (customer portal) being generic, the solution is truly one-of-a-kind driven from unique customer insights and developed with user-centered design methodologies. The cross-functional team collaborated close to end-users, continuously priorities functionality, and began collecting validation data even before the service was launched. This agile way of working is a crucial fundament to the success we are seeing.


Early results

The portal is currently launched in 25 markets and 13 languages. Reporting instantly showed increased demand (4%) on preferred products and a decrease of internal administration. These numbers are expected to keep building as more hospitals join in. However, more important is that customers’ perception of Mölnlycke has already changed. From selling products to being an innovative provider offering enhanced solutions with digital services beyond physical products – innovations that save more lives.



  • Stakeholder interviews
  • User research
  • Customer Journey mapping
  • Effect mapping
  • UX design
  • Web design
  • Front-end and back-end development
  • Dashboard & metrics
  • Continuous optimization


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