Pricing and value creation in MedTech, a webinar with PwC

In May 2026 we co-hosted a webinar with PwC Belgium on pricing and value creation in medical technology, aimed at commercial, market access and finance teams working out how to price products whose value is realized over a care pathway.

Why the topic

A conventional device is priced per unit. A connected product, a monitoring pathway or a therapy support program is not: the benefit appears as a shorter length of stay, fewer readmissions, better adherence or a better-managed population. That is real value, and it is difficult to capture in a unit price.

Outcome-based and value-based arrangements are the obvious answer, and they run into the same obstacle every time. An agreement that pays on an outcome needs that outcome measured in a way both parties will accept, collected continuously, and auditable after the fact. Most organizations reach for the pricing model before they have the measurement layer, and the conversation stalls.

What was covered

PwC's pricing team set out the commercial models and where each one fits. We covered the evidence side: what has to be instrumented, how outcome data is collected in routine care without adding to the clinical workload, and what makes a dataset good enough to settle a contract against rather than merely to report on.

Who it was for

Medical technology companies working in Belgium and the wider European market, and the hospital and payer stakeholders on the other side of those conversations. The session was promoted through beMedTech.

Co-hosted by Ward Servaes and Bob Moens with Arnout De Bruycker and Jaro Musch of PwC Belgium.