In 2025, Becker’s Hospital Review surveyed 61 senior strategy executives leading health systems with $1 billion+ in annual revenue. 97% of respondents cited investing in new tech-related capabilities as their top priority.
This survey indicates that top-level decision makers at health systems are open to investing in new technologies. To capitalize, MedTech reps need to adopt a more strategic approach.
What Health System Execs Are Really Focused On
The top decision makers in hospitals and large health systems are in the hot seat. To overcome the financial pressure, they are not evaluating devices based on features or generalized improvements. They’re thinking at the enterprise level and considering the following issues:
1. Value-Based Care and Risk Exposure
Value-based reimbursement models are becoming increasingly common. Organizations like CMS are expanding alternative payment models. While this increases the financial accountability placed on providers, it also turns up the heat on execs to make savvy MedTech investment decisions. They are asking:
- Does this solution decrease the total cost of care?
- Does it reduce readmissions or complications?
- Will it help us meet the terms of risk-based contracts?
MedTech reps who highlight the right types of value can catch the attention of C-suite decision-makers.
2. Containing Costs and Protecting Margins
Many health systems work with thin margins. These margins have gotten even thinner due to inflation and reimbursement challenges. Therefore, CFOs must justify every new technology on multiple levels. If your sales conversation only focuses on the clinical benefits, you’re speaking one language while finance is speaking another.
3. Outcomes They Can Measure
Decision-makers know what data matters, which is why they typically prioritize metrics like:
- Length of stay
- Infection rates
- Complication rates
- Service line profitability
- Capacity
- Productivity
If the value story of your MedTech product doesn’t connect to several of these measurable KPIs, your audience won’t make it a priority.
Stop Pushing Product Features and Start Talking Strategy
One of the biggest mistakes MedTech reps make is staying in feature-benefit mode. They are excited about what the product can do, which is great when talking to physicians and other users.
However, C-suite leaders need a business case that they can get behind. For instance, you could highlight how it supports growth in a particular service line, such as orthopedics.
Building a System-Level Business Case
The most successful MedTech reps don’t just sell a product; they convey a system-level use case. If you want to add these elements to your presentation, you should:
Quantify Enterprise Impact
Physicians and end users care about how the product performs. C-suite decision-makers care about how the quality of the technology benefits the entire organization. Discuss the benefits of deploying the technology in multiple facilities and service lines. These are the terms that will catch the attention of executives.
Address Variation and Standardization
Large health systems want consistency across as many facilities and service lines as possible. If your product supports standardization, highlight those attributes. Versatile products that offer centralized purchasing advantages and help align multiple clinics are more appealing than niche solutions.
Speak the Language of Finance
Here is one of the toughest parts for MedTech reps. They have to become bilingual, adopting the language of finance. This means translating the clinical value of a technology into financial terminology, such as improved margins and long-term savings. When you incorporate ROI modeling into your presentation, you are going to engage finance.
Align Across Stakeholders
Winning in complex health systems means delivering coordinated messages that resonate with multiple stakeholders. You cannot rely on a one-size-fits-all approach. Instead, you need to personalize your presentation based on your audience. You must reach physicians, C-suite executives, finance, and committees. If you are presenting to a mixed audience, incorporate talking points that will engage all of them.
Achieve Commercial MedTech Success with S2N Health
Looking for a partner to help your MedTech reps more effectively communicate with health system decision-makers? S2N Health provides commercial intelligence insights and translates them into actionable data your team can use to close more deals. Fill out the form below to get in touch.