The current state of affairs.
Hospitals are entering a new CapEx era – defined by longer buying cycles, tougher ROI thresholds, and no tolerance for waste. For medtech startups, innovation alone won’t cut it anymore. To seal the deal, you’ll need financial empathy.
Margins may have stabilized, but they’re still razor-thin. Labor now makes up 56% of total operating costs, according to the American Hospital Association’s Cost of Caring: Challenges Facing America’s Hospitals in 2025. A recent Kaufman Hall report echoes this: systems are operating on tight margins, and unproven capital bets are a hard sell.
Not to fret – hospitals aren’t freezing spend, they’re sharpening it: CapEx is increasingly tied to strategic return. As Fierce Healthcare reports, systems that invest more in infrastructure see higher patient demand and better price leverage.
Who’s tackling the problem?
Meet Equiply, a Miami- and Puerto Rico-based startup building CapEx intelligence for hospitals. Their platform tracks equipment usage, lifespan, and ROI in real time, turning static spreadsheets into dynamic planning tools. Hospitals instantly see which assets are aging out, where budgets can flex, and how future spend unlocks value.
This isn’t just better procurement — it’s strategic alignment. Equiply’s traction shows that hospitals now prioritize medtech partners who understand internal workflows, capital cycles, and cash flow.
What’s my move?
Founders love to lead with clinical benefits. But if you want to win the deal, lead with financial impact. Just ask Hyperfine, whose next-gen portable MRI landed hospital contracts this year by emphasizing cost savings, faster deployment, and long-term ROI.
So when you pitch, be ready to speak to:
- total cost of ownership
- implementation impact
- comparative value
Tell the ROI Story Hospitals Want to Hear
At T Palmer Agency, we help medtech startups translate innovation into strategic value. From capital-savvy messaging to sales enablement that resonates with hospital buyers, we position you to stay ready – and move with the market.
Ready to shift the conversation? Reach out to suhana@tpalmeragency.com.
