Healthcare and Medical Device Pricing
Value-based pricing, tender strategy and pricing governance for medical device, consumables and healthcare distribution businesses.
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Pricing pressure in healthcare
Hospital procurement teams, group purchasing and public tenders push hard on price. Clinicians value outcomes, reliability and support, but they rarely sign the contract. Sales teams end up defending price instead of proving value to each stakeholder.
Behind the scenes, contract pricing, rebates, promotions and pack pricing often grow more complex every year, and cost-plus rules leave margin on the table in the products customers value most.
How we help healthcare businesses
Customer Value Discovery
A structured process for value conversations with each hospital stakeholder: clinicians, procurement, nursing and finance.
Tender and contract pricing
Clear rules for tender, pack and contract pricing, so bids reflect value and competitive position rather than cost-plus habits.
Rebates and promotions
A review of rebate and promotion spend to find quick-win EBITDA and remove programs that no longer change behaviour.
Pricing capability and governance
Approval rules, decision rights and reporting that keep pricing disciplined across ANZ teams.
Healthcare case studies
Results from pricing work with medical device, consumables and healthcare distribution businesses.
Boston Scientific
Boston Scientific's ANZ teams built pricing capability and governance, identifying A$2.7m–4.2m of margin improvement within the first 12 months.
Stryker Medical
Stryker's Australian sales teams moved from price-led selling to value conversations with each hospital stakeholder, using a structured Customer Value Discovery process.
Sigma Healthcare
Sigma Healthcare identified A$1.5m–3.0m of quick-win EBITDA from rebates and promotions, and A$25m–75m of longer-term potential from value-based pricing.
Multigate
Multigate, a Sydney medical consumables manufacturer, identified A$4.2m–6.8m of EBIT opportunity by moving tender and pack pricing from cost-plus to value-based rules.
Facing tender or procurement pressure?
Talk to Ron Wood about where value-based pricing could lift margin in your portfolio.
Let’s work together
Whether you're ready to optimise your pricing or want to explore what's possible, we'd love to hear from you.