Healthcare and MedTech leaders are entering 2026 in a very different decision-making environment than even two years ago. Inflationary pressure has cooled, but scrutiny over every dollar has intensified, particularly around new technologies that promise better outcomes but require organizational change to adopt. In this context, features alone are no longer enough to win support.

In our recent work with hospitals and device manufacturers, we’re seeing a clear shift from feature-based selling to outcome-based value. Decision-makers increasingly want to understand not just what a technology does, but what it changes in their operations — whether that’s enabling more high-margin procedures, reducing administrative burden, or improving patient outcomes without major new capital investment. This requires more granular thinking about who benefits, how value is measured, and how it is communicated across clinical, operational, and financial stakeholders.

In our latest Healthcare & MedTech outlook, Carys Papageorgiou, VP of Pricing Research, and Peter Winters, Senior Pricing Consultant, unpack what this shift means for pricing, packaging, and innovation strategy in 2026, including where leaders are focusing their attention, the risks emerging on the horizon, and the practical moves organizations are prioritizing. Read the full outlook to explore these themes in depth.