The process of decision-making in the medical sector is specific to each institution, which is why the adaptation to digital channels is slower compared to other industries. With the new generations of healthcare professionals (HCPs) and the handling of increasingly autonomous and innovative MedTech products, the use of digital channels is also changing. This paper examines each phase of the purchasing decision-making process, from recognizing the need for purchase to the post-purchase experience. Furthermore, each phase is associated with specific aspects of healthcare professionals' (HCPs) use of digital channels. Hence, the subject of this thesis is the role of digital channels in the purchasing decision-making process of MedTech industry products used by healthcare professionals in their daily work. The aim of this thesis is to explore the perception and usage ratio of different digital channels in each phase of the MedTech product purchasing decision-making process. Additionally, the goal is to identify if there is an dominant channel that healthcare professionals accept or consider best practice in the decision-making process for each phase and to determine how they can be improved and adapted to rapid digitalization and modern trends. Empirical research on the importance of digital channels in each phase of the purchasing decision-making process was conducted using a questionnaire with a sample of 32 respondents. The sample consists of healthcare professionals actively working in the Republic of Croatia. Analyzing the results, it can be concluded that the process varies depending on the workplace institution of each healthcare professional and that web browsers are the most influential channel in each decision-making phase. Additionally, a factor contributing to the slower adoption of digital channels in the MedTech industry could be the significance of these products and the infrequent purchase of larger and more expensive items, which prolongs the decision-making process. Nevertheless, a positive trend of introducing changes is observed among younger generations of doctors, nurses, and technicians. Their openness to digitization indicates opportunities that will emerge for digital marketing in the MedTech industry in the coming years.