The New MedTech Sales Playbook: Selling Into Value-Based Care | Ep. 114

Healthcare is moving deeper into value-based care, and MedTech companies will need to change how they sell. As payment models evolve, the person buying a technology may not be the person who ultimately benefits from it.

In this episode of the MedTech Business Academy, Scott Alexander and Barbara Strain break down what the shift toward value-based care means for MedTech manufacturers. They discuss why cost and value often sit in different departments, why selling only to the department using the technology can stall adoption, and why manufacturers need to understand the broader financial and operational impact of their products.

The conversation also explores the increasingly complex health-system decision-making process, including how manufacturers can help clinical champions identify the right stakeholders, navigate internal politics, and build broader organizational buy-in.

As 2027 approaches, the message is clear: MedTech companies need to understand how healthcare organizations make decisions, not just how they buy products.