Commercial strategy for the consumer medical device market.
BlueLine is an independent consultancy for the DME and HME industry. We help manufacturers and operators bring products to market, design for the consumer who actually buys them, and build revenue that doesn't depend on a single channel.
The Firm
Built from the operator's side of the counter.
BlueLine's foundation was built inside operating businesses- first scaling program operations for a professional sports facility, then building a multi-location medical equipment retailer through a private equity acquisition. That background shapes how we work: decisions grounded in the numbers, systems built to be measured, and a working knowledge of reimbursement, compliance, and what it takes to earn a consumer's trust on a major health purchase.
We work on a consulting-first model. Recommendations aren't tied to purchasing requirements or sales quotas, which keeps the advice objective and keeps our partners' interests in front of everything else.
The Practice
Three problems we solve well.
GTM
Go-to-Market Strategy
Launching a product into DME retail is nothing like launching into acute care. Reimbursement rules, dealer economics, and consumer expectations all pull in different directions. We build launch plans that account for all three- pricing architecture, dealer enablement, HCPCS positioning, and the sales materials that make a product move at the counter.
- Launch planning
- Pricing architecture
- Dealer enablement
- HCPCS positioning
- Competitive analysis
Product
Consumer Medical Device Product Design
The end user of a power chair, stair lift, or lift chair is a consumer making a considered purchase- often the biggest health-related purchase of their year. We advise manufacturers on the features, configurations, and price points that reflect how people actually shop, drawing on direct feedback loops from the retail floor that most product teams never see.
- Product-market fit
- Feature prioritization
- Configuration strategy
- Field feedback programs
Channels
Channel Diversification
Businesses built on one channel- one payer, one referral source, one storefront- carry risk they usually can't see until it lands. We map revenue concentration and build routes into retail, e-commerce, B2B partnerships, and cash-pay programs so growth stops depending on any single door staying open. Offense and defense in the same move: new revenue in front, downside covered behind.
- Revenue concentration analysis
- Retail & cash-pay programs
- E-commerce strategy
- Partnership development
The Intelligence Layer
Every engagement runs on data.
The "BI" isn't decoration. Strategy work at BlueLine starts with measurement- and increasingly, with AI doing the heavy lifting.
Analytics & Reporting Infrastructure
KPI frameworks, margin and revenue-concentration dashboards, and sales reporting built so owners can see the business in numbers- not gut feel.
Market & Pricing Statistics
Competitive pricing analysis, reimbursement and HCPCS data auditing, and demand modeling that turns raw market data into defensible pricing decisions.
AI Integration & Implementation
Practical AI deployment for DME operators- automated outreach and CRM workflows, AI-assisted quoting and documentation, and process automation that gives small teams enterprise reach.
The Record
Results before the consultancy existed.
BlueLine's methods were proven inside operating businesses first, then packaged into a practice.
How We Work
Quiet by design.
BlueLine keeps a small client roster and works through referral and the CB Consulting Network- a collective of manufacturer representatives and consultants reaching providers, retailers, and e-commerce partners across 20 states. We'd rather go deep with a few partners than wide with many.
Engagements are structured around the problem, not the calendar- project-based strategy work, fractional advisory, or manufacturer representation where the fit is right.
The Founder
180 × 180
Evan Conlon
Founder · Principal Consultant
Evan learned this industry the way it should be learned- on the sales floor, in the warehouse, and across every operational seat in between. Over 16+ years he's become a leader in the DME retail space, building store models and customer-approach frameworks that are now used by independent and franchised DME retailers across the country. He's the person owners call when the business has outgrown the way it was built.
Outside of work he's a Phoenix guy with two labs, a truck, and a standing preference for anything involving speed, altitude, or open country. He started BlueLine because he believes small and mid-size operators deserve the same caliber of strategy the big platforms get- delivered by someone who's actually done the work.
- Phoenix, AZ
- 16+ years on the operator side
- CB Consulting Network
- Former defenseman
Contact
If the problem sounds familiar, start a conversation.
info@azmediquip.comNo forms, no funnels. A short note about what you're working on is enough- we'll tell you honestly whether we're the right fit.
© 2026 Blueline Business Intelligence
Phoenix, Arizona · CB Consulting Network
