What Q3 signals are telling us and how to act before it’s too late
After months of hesitation across the healthcare ecosystem, the second half of 2025 is shaping up to be very different.
In Episode 96 of the Medtech Business Academy podcast, I was joined by medtech and provider-side veterans Tom Hickey, Barbara Strain, and Scott Alexander to break down what we’re seeing and what smart medtech leaders are doing right now to capture growth.
From capital equipment orders to investment flows and provider readiness, here’s what you need to know.
The Market Is Moving Again
Across earnings reports, provider activity, and client conversations, one clear trend is emerging: pent-up demand is finally being released.
After nearly a year of caution caused by political transitions, policy uncertainty, and lingering inflation fears, major players in medtech and healthcare delivery are opening up their budgets. Companies like J&J, Abbott, HCA, and Tenet are beating earnings and revising guidance upward. That is not noise. It is a signal.
“If you’re still waiting for clarity, you might be waiting too long. The best companies are already acting.”
Why Medtech Teams Need to Move Fast
With increased demand comes risk. Providers are still stretched financially. Supply chains are fragile. Even companies with inventory ready to go could run into backorder issues if they do not act now.
This is the moment to execute with discipline.
- Get your sales data and CRM in order. Many companies still do not have a handle on pipeline performance or sales KPIs.
- Reinforce strategic partnerships. Especially with government accounts, where spending is projected to increase.
- Avoid unfocused growth. Now is not the time to pour resources into a broken system. Nail the basics: demand generation, process discipline, and customer insight.
“Too many teams are skipping the fundamentals. Now’s the time to fix your commercial engine.”
– Scott Alexander
Don’t Ignore Rural Health
Barbara Strain raised an important point about rural health systems. While they may not be flush with capital, they often move faster and make decisions more pragmatically, especially when solutions solve urgent problems.
Scott added a story about an Israeli cardiology company whose U.S. growth was initially driven by rural providers before the academic centers caught on.
“If we write off rural providers, we push them deeper into the hole. That affects everyone clinically and financially.”
– Barbara Strain
Where Investment Stands Now
Tom Hickey and Scott Alexander both noted that while there is no surge of venture capital yet, early signs of thawing are visible. Deals are happening, but cautiously. Investors want to see that companies have systems in place, strong margins, and a real go-to-market strategy before writing checks.
For startups, that means two things:
- Get scrappy about proving commercial value now.
- Be ready when the dam breaks in 2026.
Final Takeaways
Here’s what medtech companies should be doing now:
1. Strengthen your foundation
Tighten your balance sheet. Confirm your supply chains. Lock in operational readiness.
2. Stay focused on the customer
Do not chase new business at the cost of your current relationships. Reconnect with your base.
3. Get your systems in place
From CRM to brand awareness to KPIs, discipline will set the winners apart.
Bonus Insight: Where to Focus Right Now
If you do not have business in the VA or DoD, this is the time to get in. Government spending is increasing, and capital dollars are being allocated now. These accounts may not stay open for long.
Watch or Listen Now
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