Building a Best-in-Class Healthcare eCommerce Experience
- ClientHenry Schein
- IndustryHealth & Wellness
- ServicesCustomer Experience
- CapabilitiesCustomer Experience · Customer Journey Mapping
How we helped Henry Schein reimagine global e-commerce
Henry Schein partnered with us to help build the world’s best healthcare supply and equipment e-commerce experience—making it easier for customers to find what they need, buy with confidence, and keep their practices running.
Like many large, complex catalogs, the shopping journey needed to work for a wide range of customer types and purchasing behaviors while still feeling simple, fast, and relevant. The challenge was to elevate the experience without losing the operational rigor required for healthcare procurement.
In this case study, you’ll learn how we shaped the experience across key moments in the journey—and how we helped internal teams scale what works.
Key Takeaways
Henry Schein set out to create a best-in-class e-commerce experience for healthcare supply and equipment purchasing.
The case study concludes that delivering a world-class buying experience requires aligning the digital experience to healthcare-specific needs.
Building a best-in-class experience depends on integrating supply and equipment shopping into a cohesive end-to-end journey.
The work demonstrates that e-commerce excellence in healthcare is achieved through a deliberate focus on experience quality, not just product availability.
Balancing Complexity With Clarity
To meet Henry Schein’s ambition of building the world’s best healthcare supply and equipment e-commerce experience, we focused on creating a solution that balances the complexity of a broad catalog with the clarity and confidence customers need to purchase quickly and accurately. The approach centers on making it easier to discover the right products, compare options, and complete orders with less friction—while supporting the expectations of healthcare professionals who rely on speed, reliability, and precision.
The solution brings strategy and design together to define a cohesive experience across key journeys, from search and navigation through product evaluation and checkout. By aligning user needs with business priorities, we established a foundation for an e-commerce experience that is intuitive, scalable, and built to perform across the full range of supplies and equipment Henry Schein offers.
Strategy Approach
Henry Schein is a leading US healthcare and dental distributor serving general practitioners, specialists, and labs. Built on long-standing relationships with customers and Team Schein Members, the new experience brings Henry Schein’s solutions and service offerings forward earlier in the customer journey, making it easier to discover, evaluate, and access the support customers rely on.
Scalable Design System
We created a timeless, beautiful, and scalable design system that highlights Henry Schein’s updated brand language while ensuring visual flexibility for cross-market brands. The platform supports over 40 localizations, each with distinct systems, product and service offerings, as well as cross-market brands.
Catalog Clarity and Sales Enablement
Each module displays the robust catalog that encompasses the simplest supplies, controlled substances, software, services as well as large, complex equipment or hospital furniture. We laid the foundation for streamlined business workflows that empowered Field Sales Consultants (FSC’s) with cloud-based eCommerce and CRM functionality.
The result is a more connected experience that helps customers find the right products and services across the full catalog, while giving FSC’s the tools to support and manage relationships more efficiently through integrated eCommerce and CRM workflows.
A Stronger End-to-End Experience
The work modernized Henry Schein’s e-commerce experience to better support healthcare supply and equipment purchasing, strengthening the end-to-end journey from discovery through checkout. By focusing on a more intuitive, consistent experience across key shopping flows, it improved usability and helped customers find and buy what they need with greater confidence. The result is a more scalable digital foundation that supports ongoing enhancements and a stronger customer experience.
A unified foundation for personalized commerce
In this work, we focused on strengthening the e-commerce experience by aligning taxonomy and integration recommendations with how customers search, browse, and buy across the site. We also outlined user-attribute recommendations to better understand customer needs and intent, so experiences can be tailored based on who the customer is and what they’re trying to accomplish. Central to these recommendations was the value of a unified customer record that brings together identity and behavioral signals in one place. With that foundation, Henry Schein can support more consistent personalization across journeys while reducing friction for customers as they move between touchpoints.
What We Did
Improved the end-to-end e-commerce experience for healthcare supply and equipment purchasing
Streamlined product discovery and selection to help customers find the right supplies and equipment faster
Enhanced the online buying workflow to reduce friction from cart through checkout
Strengthened the digital platform to better support Henry Schein’s e-commerce growth and scalability
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