2025 MedTech Playbook: 3 Sectors Worth Watching, 3 Skills Worth Building
MedTech is evolving fast — and for reps who want to stay relevant, this quarter is a turning point. Between big-name acquisitions, startup funding waves, and AI reshaping what’s possible in the OR, the path forward looks different than it did even six months ago.
That’s why we’re dedicating July to sharpening your lens on where the industry’s headed — and what top reps are doing to stay ahead.
Recently, we asked The Lobby community: “What’s the biggest opportunity you see with AI in MedTech?”
Here’s how you responded:
Faster diagnostics and planning: 53%
Real-time decision support in the OR: 24%
AI insights for sales: 6%
Still skeptical of AI in healthcare: 18%
You’re paying attention — and asking the right questions. So we dug deeper to break down what’s unfolding in the market, and how you can use Q3 to get ready for what’s next.
3 Sectors Worth Watching
Surgical Robotics & Autonomy
What’s happening:
Zimmer Biomet recently announced a $177 million acquisition of Monogram Orthopaedics - a move aimed at accelerating their shift toward semi-autonomous (and eventually fully autonomous) surgical platforms. This isn’t a one-off. Surgical robotics is entering a new phase, where software and precision are driving the product roadmap.
Why it matters:
As robotics move from “assistive” to “autonomous,” reps are going to need a much deeper understanding of how these platforms impact outcomes and workflows — especially as adoption expands beyond early-adopter surgeons.
How to prep:
Focus on how these tools actually integrate into the surgical suite — not just what they do. Learn to speak confidently about variability reduction, imaging integration, and clinical value beyond the bells and whistles.
Diagnostics & Lab Consolidation
What’s happening:
Waters Corporation just announced a $17.5 billion merger with BD’s Biosciences & Diagnostics division. It’s one of the largest diagnostics consolidations in recent history — and it won’t be the last.
Why it matters:
Lab decision-makers are facing fewer options and tighter vendor portfolios. For reps, that means longer sales cycles, more bundled deals, and the need to sell value, not just volume.
How to prep:
Understand how your portfolio stacks up post-merger — and be ready to position efficiency, integration, and pricing transparency as key value props. Pay attention to how decision-making is shifting, especially in larger IDNs.
AI-Driven Surgical Planning & Imaging
What’s happening:
Startups like Caresyntax (surgical video analytics), RadNet/iCAD (AI-assisted mammography), and Quibim (MRI-based cancer detection) are gaining momentum — and catching the eye of major buyers.
Johnson & Johnson’s recent partnership with NVIDIA and AWS to launch the Polyphonic AI Fund signals that the biggest players are betting heavily on OR-integrated AI tools that blend data with clinical intuition.
Why it matters:
Surgeons and care teams are starting to expect tech that delivers real-time value — not just backend reporting. Reps who can speak to decision support, predictive outcomes, and EMR interoperability will be the ones invited into the room.
How to prep:
Stay informed about which AI tools are FDA-approved and understand their clinical use cases. Practice translating complex tech into simple, outcome-driven language — especially when talking to clinicians.
3 Skills Worth Building
Tech Fluent Selling
You don’t need to be an engineer — but you do need to be credible. Start reading up on the core concepts behind surgical AI, diagnostics platforms, and robotics systems. Aim to be the rep who can connect product capabilities to clinical needs without sounding like a spec sheet.
Territory Intelligence
Consolidation is reshaping rep territories in real time. Use platforms like MedScout to track new opportunities, flag provider shifts, and map strategic outreach. Understanding referral patterns, competitive installs, and geography-based gaps will give you a serious edge — especially heading into Q4.
Strategic Conversation Leadership
With so much noise in the market, strategic reps cut through by leading conversations — not just pitching. Whether you’re talking about AI adoption, implementation logistics, or ROI, your ability to frame the discussion will earn trust (and renewals). Practice asking smart questions and framing insights that help customers think long-term.
Bring It to the Summit
This November, The Lobby Summit kicks off with a deep dive into the MedTech trends reshaping the sales landscape — from robotics and AI to diagnostics and pharma. You’ll hear directly from industry leaders, get access to real-time territory insights, and connect with reps and managers navigating the same shifts you are.
The inaugural Sales Summit takes place on November 7 at The Beeman Hotel in Dallas, TX. If these are the conversations you want to be having, this is the room to be in.
