About this report

The medical technology industry is at a crossroads. Healthcare costs are climbing. Shifting patient demographics and federal policies are rewriting the rules of engagement. Meanwhile, provider consolidation and evolving care delivery models are redefining how med tech companies engage with customers, influence product use habits, and ensure access to critical supplies.

All of this is creating a more challenging operating environment, pushing med tech companies to rethink what it means to deliver value to healthcare stakeholders. Evidence generation is starting earlier in the product lifecycle. Health systems are taking a broader view of product fit, considering operational impact and real-world outcomes. Clinician engagement is becoming a continuous priority. Ambulatory care is gaining ground as major source of growth. Emerging technologies like generative AI offer new possibilities to transform not just product discovery, but also commercial enterprise operations — though they also demand thoughtful governance and integration. Together, these shifts call for a more adaptive, data-informed, and stakeholder-aware approach to commercial strategy.