Case Study For Williams Medical Supplies

Sector: Advertising, Branding and Marketing Communications


  • Respondent Recruitment
  • Focus Group
  • Full Report


Williams Medical Supplies (WMS) are the leading provider of medical supplies and services to the UK healthcare market. WMS supplies over 8,500 GP surgeries and Primary Care Organisations (PCOs) with medical equipment, pharmaceuticals, everyday consumables and family planning products. WMS distribute a catalogue to surgeries’ from which medical supplies can be ordered.

The Brief:

Williams Medical Supplies wished to gain qualitative feedback on their catalogues and those of their competitors.

The Project:

RMG:Clarity recruited 13 participants for a focus group, which contained practice nurses and practice managers. Those selected also included people who regularly order from WMS and those who are prospects rather than current customers.

A two-hour focus group was held which discusses various aspects of the catalogue, as well as the service provided by WMS in general. Topics discussed in the focus group included:

  • The process of buying from catalogues
  • The strengths and weaknesses of the WMS catalogue
  • WMS advice booklets
  • The WMS website

The report outlined the key findings from the focus group and suggested ways that WMS could improve their catalogue so that they are the first choice for medical supplies.The focus group also raised more general issues concerning the ordering process, such as delivery charges, that have been reported back to WMS


RMG:Clarity have undertaken a number of projects of various scale for Williams Medical through which we have utilised virtually all of their service offerings.  I have found their account management & task execution to be highly professional and consider them to offer great value

Nick Tait
Commercial Director
Williams Medical Supplies

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