MedTech manufacturers are increasingly expanding their portfolios beyond devices. Software, digital services, data-driven applications and AI functions promise differentiation, recurring revenues and stronger customer loyalty. In many device categories, they are also becoming essential to sustain growth.
Yet many of these offerings stall in the market. The usual explanation is that they do not fit into budgets. That is true, but it is only the symptom. The real issue lies deeper: manufacturers and their sales teams often cannot precisely explain and quantify the benefits, and why they matter to each stakeholder, from the nurse using the product to hospital management. In addition, pricing models are rarely designed to grow with the value they create. Buyers do have budgets for clear value. They do not have budgets for vague promises.
The same solution can create very different value for a university hospital, a regional clinic or a PE-backed outpatient chain, depending on case volume, process bottlenecks, staffing and the way each customer funds investments. Without a value-based segmentation and the right price metric, hybrid solutions end up as free add-ons to the device.
Typical strategic questions arise:
- What are the key benefits of our hybrid solution, and for which stakeholders?
- How can process improvements be translated into economic value for each stakeholder segment?
- Which pricing models should we implement, and how should device, software and services relate commercially?
- Which price metric scales with customer value: per procedure, per site, per user or per device?
- How do we fit recurring revenue models into the capital and operating budgets?
Join our live webinar to explore how MedTech manufacturers can turn hybrid solutions into scalable, value-based business models. Drawing on extensive pricing experience across industries, we will show how proven methods apply to MedTech and how companies move from free digital add-ons to solutions customers are willing to pay for.
In this session, you will learn:
- How to segment customers by value creation rather than by size or channel
- How to translate process and economic value for users, deciders and payers into price levels
- How to choose the right model per segment: bundle, subscription, pay-per-use or service contract
- How to select a price metric that fits and grows with customer benefit
- How to fit your pricing model into the budget logic of hospitals and outpatient providers
- How to enable your sales organization to sell value to new stakeholders such as IT and controlling
Your direct contact
If you have any questions before or after the webinar, please feel free to contact our expert Michael Fechner (Partner) at m.fechner@roll-pastuch.de.