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Why ASC Strategy Can No Longer Be an Afterthought
Ambulatory surgery centers are capturing a growing share of procedures across orthopedics, cardiovascular, ophthalmology, and spine. This shift is structural, not temporary.
For medical device manufacturers, this creates a dual mandate: defend margin-accretive hospital business while building the capabilities needed to win in the ASC channel.
- Companies still running ASC as an extension of their hospital go-to-market strategy are under-resourced and increasingly outmaneuvered.
- The ASC segment requires distinct commercial capabilities including specialized sales structures, differentiated pricing strategies, and partnership-oriented customer engagement models.
Market & Strategy
Migration Model: Quantify where and how fast procedures are shifting to ASCs by specialty and geography. Understand implications for acute-setting volumes and inform sales resourcing, customer positioning, and market forecasting.
Product Portfolio Strategy: Define portfolio segmentation by site of care to protect high-margin products in acute settings while expanding ASC share of wallet.
Growth & Deals
Partnership Enablement: ASC customers need business partners, not just suppliers. Define digital go-to-market requirements, ordering and inventory tools, coding and reimbursement resources, and direct-to-consumer considerations.
Deal Engine: Structure pricing and contracting to win ASC business without eroding hospital margins through ecosystem-aware strategies and unbiased deal assessments.
Execution & Competition
Commercial Model: Redesign commercial structure to serve ASC customers effectively—including sales force configuration, compensation design, customer engagement strategy, and organizational change management to protect core while expanding growth.
Competitive Playbook: Assess competitor positioning in the ASC segment, identify commercial differentiators, and anticipate future competitive threats.
