Medical Device Manufacturers as Providers: A New and Emerging MedTech Model

Randy Horton

Published on: August 6th, 2025

A new business model is emerging in MedTech: medical device manufacturers (MDMs) stepping into the role of care providers.

As shifts in clinical workflows, reimbursement policy, and patient expectations accelerate, some manufacturers are going beyond product delivery to build in-house clinical teams. These organizations are now billing insurers for professional services and partnering with ordering providers (rather than competing with them) to create new value streams and support better patient care.

Done right, this model enables MDMs to provide clinicians with access to devices and services uniquely tailored to their needs and the patient population they serve. It opens the door to tighter alignment between product performance and clinical outcomes. But it also demands a new operational playbook.

Manufacturers entering the provider space must address a range of challenges: ensuring clinical quality, navigating regulatory requirements not originally designed for them, integrating with fragmented EHR systems, and building sustainable provider partnerships.

Join Orthogonal and a panel of innovators leading this transformation for a candid and tactical session. You’ll learn how early adopters are building hybrid device-care businesses and what it takes to do it well.

What We’ll Cover:

Why MDMs Are Becoming Providers – How this model improves access, strengthens product adoption, and creates new revenue
Key Challenges to Solve – Clinical quality, billing compliance, technology integration, and legal complexity
Lessons from the Field – How early-stage MedTech firms are making this work today
Provider Collaboration – How manufacturer-led care can complement and not compete with existing practices

Who Should Attend?

Executives and Strategic Leaders – Exploring new models to expand patient impact and unlock commercial growth
Regulatory and Compliance Teams – Facing unfamiliar laws, billing rules, and oversight requirements
Product, R&D, and Business Development Teams – Building the infrastructure for direct care delivery around devices

Don’t miss this opportunity to learn from those already forging a path in this complex but promising space.

Randy Horton, VP of Solutions and Partnerships, Orthogonal