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Medtech companies must evolve as procedure volumes continue to shift to ambulatory care settings over next five years
[May 25, 2023]

Medtech companies must evolve as procedure volumes continue to shift to ambulatory care settings over next five years

New research from Bain & Company shows medtech leaders are adapting sales strategies to serve a more fragmented, virtual landscape

NEW YORK, May 25, 2023 /PRNewswire/ -- New research from Bain & Company, explores how the movement of procedure volumes from large, traditional acute care settings to smaller, highly fragmented ambulatory care settings is gaining momentum and impacting medtech sales models. Outpatient visits in some specialties, like orthopedics, have rapidly ramped up. For other procedures, like medical imaging and endovascular, the shift has started slowly.

While the Covid-19 pandemic accelerated this growing trend, the shift has also been propelled forward by lower operating costs, favorable reimbursement changes, a streamlined patient experience, improved clinical outcomes through technological innovation, and physicians' increasing desire for autonomy.

"Medtech companies are finding that the one-size-fits-all sales model they've perfected for large hospital systems is no longer fit for purpose," said Mayuri Shah, a partner in Bain's Healthcare & Life Sciences practice. "Ambulatory care sites require a much more nuanced and targeted approach. As a result, medtech companies will have to entirely evolve not only how, but eventually what, they sell."

Why one-size-fits-all no longer works: Ambulatory care lends itself to a starkly different selling environment. With more than 25,000 sites in the US, the market has five times the number of call points than that of acute care. Additionally, it supports much lower procedure volumes and higher geographic distribution relative to an integrated delivery network or hospital system.

Building a flexible, fit-for-purpose model: Bain's research shows that physicians, administrators, and other ambulatory care buyers are increasingly open to virtual engagement with sales reps. Bain's data shows 50% of physicians now say they prefer all or mostly virtual engagement, compared with just 20% pre-pandemic; 80% of administrators say the same, up from 33% before Covid-19. 

Editor's Note: For more information or interview requests please contact Katie Ware at [email protected] or +1 646 562 8107.

About Bain & Company  
Bain & Company is a global consultancy that helps the world's most ambitious change makers define the future.  

Across 65 cities in 40 countries, we work alongside our clients as one team with a shared ambition to achieve extraordinary results, outperform the competition, and redefine industries. We complement our tailored, integrated expertise with a vibrant ecosystem of digital innovators to deliver better, faster, and more enduring outcomes. Our 10-year commitment to invest more than $1 billion in pro bono services brings our talent, expertise, and insight to organizations tackling today's urgent challenges in education, racial equity, social justice, economic development, and the environment. We earned a platinum rating from EcoVadis, the leading platform for environmental, social, and ethical performance ratings for global supply chains, putting us in the top 1% of all companies. Since our founding in 1973, we have measured our success by the success of our clients, and we proudly maintain the highest level of client advocacy in the industry.? 

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