How Customization Permeates Every Aspect Of Our Medical Uniform Business

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When we set out to launch Medelita, our boutique-style scrub and lab coat company, we thought it would be simple. We assumed that we could simply go out, source some fabric, make some new scrubs and lab coats, put them on a website, run some ads, and voila we'd have a business.

We wanted to keep it simple but from the very beginning everything had to be customized. Three successful years later we are customizing more aspects of our business than ever.

It all started with the name . . . we wanted to own our domain and not be generic so we brainstormed and came up with a name which was unique - Medelita. The entire concept for the new line of scrubs and lab coats was to create scrubs which are gender specific but still resemble traditional styling. And for lab coats, our goal was to improve on the decades old styling and fabrics with updated fit, fashion and function. The customization train started rolling; EVERYTHING in this process had to be unique. So it had to be designed and built to our founder's extremely demanding specifications.

Her insight was invaluable as she was the target market - an Emergency Medicine Physician Assistant of 10 years. For the sake of brevity, I am only going to list what was customized, rather than go into detail about the fabric, the pattern, the drawstring, the logo finish piece on the drawstring, the tagless tag, the hang tags, the poly bag and the shipment bag. That's just for women's scrubs, I won't go into what went into women's lab coats, men's scrubs and men's lab coats but take my word for it - the list would be just as long for each. Now we just had to sell it.

We were just going to make a website and start getting orders. Looking back, the naiveté with which we launched this company was a blessing. Had we known what it would take to launch a successful eCommerce website and build a new brand in the highly competitive uniform business which we now call the medical apparel business, we would have left the idea on the shelf.

Thousands of customer advocates later we are thrilled we didn't. But to effectively communicate all the changes I mentioned above to the products we needed to take a standard eCommerce platform and rip it apart to customize every page of our website to communicate our unique brand proposition. I'll spare you the list because it's the entire site: every image, every word on every page is unique. But there was more to customize.

Our customers wanted personalization. They wanted their practice logos, hospital logos or their name and titles on their scrubs and lab coats. To perform this "customization" to our products and to our founder's uniquely high standard, every aspect of the process was customized to meet her and our equally demanding customer's standards.

This process resulted in more customization to our website; our customers can upload a digital file, and we digitize it so it may be applied to the garments. Prior to embroidery, it goes through an approval process as our "Embroidery Liaison" works with the customer to customize the logo and determine the final artwork to be applied to the scrubs or lab coats. Within this process, there needed to be custom forms, software, "tweaks" to standard embroidery machines along the way to deliver the best in class embroidery. All custom.

Customization continues today with our new order fulfillment software in every aspect, in our integration with our accounting software, and still on the user experience side on our website. We literally have enormous butcher style paper lists from floor to ceiling in every office with what yet needs to be customized.

This dedication to a unique customer experience in every aspect in our business has truly differentiated our brand from everyone else. Customers tell us every day in video and written testimonials, "there is you then everyone else." It has also allowed Medelita to land a distribution deal with one of the world's largest medical distributors. When you examine every aspect of a process and customize it so every element speaks to the customer, it is more expensive and definitely more time intensive. However, the results speak for themselves; triple digit growth year over year despite the sluggish economy and projections that are even more favorable. Customization is a good investment.

Medelita® is redefining the way that healthcare professionals think about their lab coats, uniforms and scrubs by offering the highest quality, best fitting, and most comfortable medical garments available. Medelita combines innovative performance fabric technology and intuitive design to create uniforms that present a professional and sophisticated display of achievement, confidence, and prestige. For more information, visit the Medelita website at www.medelita.com or call 877.987.7979.

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