In the challenging landscape of the COVID-19 pandemic, SPH Medical, a leading provider of medical equipment, faced an unprecedented surge in demand for essential medical products. To address this urgent need, SPH Medical turned to Rennacker Studio for a solution that would streamline the ordering process for their clients, particularly hospitals. We collaborated with SPH Medical, to design a specialized product sales catalog tailored to meet the unique demands of the healthcare industry during a global crisis.

Understanding the Challenge

SPH Medical, headquartered in San Clemente, California, is a leader in supplying and installing safe patient-handling equipment across the United States. However, with the rapid escalation in demand for medical supplies during the pandemic, SPH Medical faced the challenge of efficiently catering to their customers' needs. Hospitals and medical facilities required a quick and accessible reference for ordering medical materials, equipment, and supplies from SPH Medical. Rennacker Studio was entrusted with the task of creating a sales catalog that not only met these demands but also set SPH Medical apart as a reliable and responsive supplier.

Observing Industry Dynamics

One of the key insights that guided Rennacker Studio's approach was the realization that despite the advanced nature of the medical industry, the ordering process remained notably outdated. Through remote surveys and observations of hospital purchasing teams, it became evident that the predominant mode of order placement involved phone calls and email communication. This discovery highlighted the need for a solution that aligned with existing industry practices and required no extensive employee training during a global pandemic.

Pivoting Strategy

In response to the industry's unique dynamics and the urgency of the situation, Rennacker Studio made a strategic pivot. Rather than creating an online purchasing platform — as we originally set out to do, the team opted to design a call-in, mail-order-style catalog. This approach not only accommodated the established practices of medical purchasing teams but also ensured a seamless and user-friendly experience for clients during the crisis.

Strategic Product Placement

Collaboration with Tony Coleman, SPH Medical's Owner and CEO, was instrumental in determining the catalog's product placement. By leveraging sales metrics from recent orders placed through SPH Medical, Rennacker Studio strategically positioned high-demand items, such as gloves, masks, and disinfectants, in the center-fold of the printed catalog. Less frequently ordered items, including large whole-room disinfectant systems and patient lifts, were thoughtfully placed further toward the back. This data-driven approach toward product arrangement optimized ease of access to critical supplies, making ordering significantly more efficient.

Streamlined Comparison with Easy-to-Read Tables

One of the central challenges was to create a tool that allowed purchasing teams to easily compare and contrast the features of each product. With a wide array of medical materials, equipment, and supplies on offer, it was crucial to provide clarity that other catalogs didn’t offer.

To meet this challenge, we designed easy-to-read tables for every product. These tables enabled purchasing teams to swiftly evaluate critical details such as size options, product materials, minimum order quantities, and more. The tables presented information in a concise, organized manner, with clear headers and a uniform design format. We also employed visual hierarchy techniques, including text formatting and color-coding, to emphasize vital information. Despite their brevity, these tables offered comprehensive insights into each product — allowing purchasing staff to feel confident they were ordering the right products.

Digital Accessibility

Recognizing the need for flexibility, Rennacker Studio also developed a PDF version of the catalog, in a small file size of 7MB, making it easily accessible for emailing to hospital purchasing departments. However, the digital version required a reordering of products to prioritize higher-volume items, ensuring that the document remained intuitive and efficient for electronic use.

Meeting Urgency with Expertise

In a time of unprecedented challenges, Rennacker Studio's collaborative efforts with SPH Medical led to the creation of a specialized sales catalog that not only met but exceeded the demands of the healthcare industry during the COVID-19 pandemic. This strategic pivot from an online platform to a user-friendly mail-order-style catalog allowed SPH Medical to serve its clients with efficiency and reliability. By understanding the unique needs of the industry and embracing innovative solutions, Rennacker Studio demonstrated its commitment to delivering impactful design solutions, even in the most challenging circumstances.