Issuu

6 FEATURE

2025 Washington Summit: Tariffs Top The Agenda

2 SALES & STRATEGY

Healthcare Distributors Offer Lessons On Leadership

HIDA Expands Emerging Leaders Program 4 MARKET INTELLIGENCE

Five Medtech Trends to Watch

U.S. Urgent Care Centers: Growth & Outlook

What Is The Biggest Trend Impacting Healthcare Contracting In 2025? 10 WORK IN WASHINGTON

Together Again

Practicing For Preparedness

Healthcare Impact Of H.R. 1

Legislative Roundup: Bills HIDA Supports Congressman Carter Renews Commitment To Preparedness And Resiliency

COUNCIL CORNER

Paving The Way Towards Fast Pass

Please send magazine inquiries to editor@HIDA.org.

2025 MUST-READS ON THE COVER HIDA members walking to House and Senate meetings to discuss issues of importance to healthcare distribution.

AMS Sales Training Evolves to Support The Next Generation of Healthcare Sales Professionals

Selling Through Distributors: 5 Tips For Healthcare Manufacturers

Healthcare Distributors Offer Lessons On Leadership

HIDA Learning Center now features a video series of "Leadership Lessons" — interviews with successful executives in healthcare distribution who provide their insights on leadership and advice on how to navigate the challenges facing the industry.

What Is One Skill Or Mindset You Think Is Critical For The Next Generation Of Leaders?

Patrick Jones, President, Fisher Healthcare (part of ThermoFisher Scientific)

Stay curious about your industry. Stay curious about adjacent industries. Stay curious about your role, but also stay curious about where your colleagues are doing in different roles. I believe that the best leaders will have a certain understanding of many functions and many areas. They’re bringing different insights into their company, different insights to their team, and different insights to their customers.

If You Could Give Your Younger Self One Piece Of Advice At The Start Of Your Career, What Would It Be?

Kelley Moffett, Senior Vice President, Global Quality, Regulatory and Medical Affairs, Cardinal Health

Ask for the really hard, annoying assignments, the jobs that when they get handed out at the end of a meeting that no one wants to do. Raise your hand, ask for that job, take on that side hustle, that task. Because that is going to differentiate you, give you experiences that you wouldn't normally get, and make you invaluable to the person who assigned it. It is an incredibly valuable way of learning; of becoming a trusted partner and somebody who people know can take on more.

What Is One Habit Or Routine That Has Been Essential To Your Success As A Leader?

Matt Bourne, Chief Commercial Officer, Midmark Corporation

So this might be a little bit off the charts here, but I've always thought that really, really good leaders are pragmatic dreamers. I've spent a lot of time visualizing what success looks like. If I have a big presentation that day, I'll actually visualize before I'm on stage or behind the microphone or the podium, what that's going to look and feel like, and just envision what that success is.

HIDA Expands Emerging Leaders Program

As part of its ongoing commitment to workforce development, HIDA is pleased to announce the expansion of its Emerging Leaders Program.

CORPORATE EDITION

The Corporate Edition Emerging Leaders program connects rising healthcare distribution professionals with top industry executives at the HIDA Streamlining Healthcare Conference. This initiative enhances professional growth, rewards engaged distributor member companies and builds HIDA’s future leadership pipeline.

CAMPUS EDITION

HIDA offers an Emerging Leaders Campus Edition scholarship for undergraduate and graduate students each year. The scholarship provides students with an opportunity to immerse themselves in informative general sessions, networking events, and breakout tracks during HIDA’s MedSupplyChain Conference. Students will learn about demand management, logistics, technology, and resilience and discuss how these areas impact healthcare distribution.

The Event

The Streamlining Healthcare Expo & Business Exchange is HIDA's premier annual event, bringing together the entire healthcare supply chain and providing access to key decision-makers among distributors, manufacturers, group purchasing organizations, regional purchasing coalitions, and integrated delivery networks. The Expo takes place September 16–18, 2025 in Indianapolis, Indiana. Emerging Leaders will have the opportunity to network and engage with top executives from major healthcare companies during onsite events — this is an experience that supports long-term leadership development and executive relationship-building.

HIDA’s 2025 MedSupplyChain Conference takes place February 9–11 in Dallas, Texas. The conference brings healthcare industry leaders together to build supply chain visibility and enhance relationships among trading partners and the public and private sectors. Campus Edition Emerging Leaders will engage in networking with industry executives, interactive supply chain strategy sessions, and peer-to-peer discussions. Participants will gain insights into market trends, leadership development, and critical healthcare distribution challenges, preparing them to navigate and influence the future of the medical supply chain.

Corporate Edition is open to mid-level professionals with less than 10 years’ experience in the healthcare industry, who have not previously attended the Streamlining Healthcare Expo and Business Exchange.

HIDA Distributor member companies may nominate up to two potential Corporate Edition Emerging Leaders online at https://www.hida.org/streamlining-healthcare/nominate

Campus Edition scholarships are available to undergraduate (sophomore or above) or graduate school students pursuing a degree in business, logistics, or supply chain management, who have an interest in working in the field of medical products distribution.

Students may apply, and professors may nominate candidates by visiting jobs.HIDA.org

This article was co-authored by Annette Boyle, Editor, BioWorld MedTech, and April Chan-Tsui, Director, Product Operations, Medtech Content at Clarivate. For timely, actionable intelligence in medtech, please visit BioWorld MedTech and learn more about Medtech 360 from Clarivate. MARKET INTELLIGENCE

Five Medtech Trends to Watch

Broad changes in the political and economic spheres are transforming the medtech space. HIDA data partner Clarivate outlines five key trends in its upcoming e-book Five Medtech Trends to Watch in 2025.

ARTIFICIAL INTELLIGENCE ATTRACTS REGULATORY ATTENTION

Advancements in artificial intelligence and machine learning promise to revolutionize healthcare, but healthcare systems and industry stakeholders will be challenged to provide better regulatory oversight of AI/ML. Post-market surveillance, clinician training, and use of large, diverse datasets are essential to ensuring the systems function properly when broadly deployed.

GEOGRAPHIC EXPANSION AND SUPPLY CHAIN RISK MITIGATION REMAIN KEY

Recent economic and political developments are creating uncertainty worldwide. Given the rapid pace of ongoing change occurring in the U.S. and globally, it will remain crucial for companies to further strengthen their supply chains and re-evaluate geographic expansion strategies.

MEDTECH COMPETITORS CONTINUE TO REBALANCE PRODUCT PORTFOLIOS

Medtech competitors continue to invest in innovation to target fast-growing markets through internal product development or through acquiring niche competitors. However, medtech leaders recognize the need to nurture mature markets that generate significant revenue and shed those that do not.

ON-THE-GO DIGITAL TECHNOLOGIES ENABLE PATIENTS TO LEAVE CLINIC AND HOME

Digital technologies continue to enhance preventative health care, improving patient outcomes while reducing the burden on healthcare systems. Remote monitoring has evolved to enable ongoing management of chronic diseases without requiring office visits, allowing users to check key biometrics on the go.

MONEY FLOWS TO MEDTECH DEALS AND FINANCINGS

With multiple large M&A deals already announced in the first half of the year and CEOs of major medtech companies outlining acquisition plans for 2025, the stage is set for a significantly more active year of M&A in medtech.

U.S. URGENT CARE CENTERS: GROWTH & OUTLOOK

MARKET GROW TH

$46.7 Billion in 2024

URGENT CARE PATIENT VOLUMES

$55.2 billion projected by 2030 Over 15,000 urgent care centers nationwide

Growth driven by rising patient demand and investor interest

Over 200 million patient visits annually

Average net revenue of $132 per visit

54%

Average 30 visits per clinic per day of the urgent care center payer mix is accounted for by private insurers

DIAGNOSES

Respiratory Diseases

Injuries Urinary Tract Infections

Infections Joint/Soft Tissue Diseases

MARKET LEADER

HYBRID URGENT CARE/EMERGENCY ROOM CARE MODEL

14 health systems in 12 states offer the hybrid care model in 2025

Designed to offer triage ser vices and direct patients to appropriate and cost-effective care

Up to 50% of emergency room visits can be handled by an urgent care

leads with 541 urgent care centers in 2025.

2025 Washington Summit: Tariffs Top The Agenda

More than 85 healthcare distributors and manufacturers took to Capitol Hill for nearly 100 meetings with Senators, Representatives and their staff this June.

HIDA’s top priority was to educate Congress on the impact that tariffs are having on the medical supply chain, and to advocate for tariff relief for critical medical products. The uncertainty around constantly shifting tariff policy complicates supply planning, with added costs ultimately absorbed by the healthcare system. Tariffs may slow progress toward supply chain resilience, and healthcare costs will likely rise as a result.

Crucially, these high-level discussions underscore the vital role HIDA members play in shaping policy. Their firsthand experience and insights are indispensable in Washington, directly informing decision-makers and ensuring that efforts accurately address the realworld needs of the healthcare supply chain.

Policy panels at the Washington Summit offered subject matter experts on tariffs and trade. A bipartisan panel of Congressional staffers gave attendees advice on effective advocacy. Congressman Buddy Carter, Chairman of the House Energy and Commerce Health Subcommittee, shared his views on efforts make state and federal stockpiles of critical medical products more resilient.

At the Resilience & Preparedness Summit, healthcare distribution and manufacturing leaders joined with public health experts and federal policymakers to collaborate on ways to respond to future public health emergencies. Attendees participated in preparedness exercises and role-played responses to potential threat scenarios that might affect the medical supply chain.

Despite partisan swings and policy uncertainty in Washington, HIDA remains focused on delivering critical medical products to the patients and providers who need them most. Healthcare distributors continue to respond to seasonal respiratory illnesses, as well as emergency outbreaks like bird flu and measles.

Regardless of the politics of the moment, we have a job to do — to be the essential link in the medical supply chain.

High Level Meetings

HIDA members met with staff of key Congressional Leaders, including:

Speaker Mike Johnson (R-LA)

Senate Majority Leader John Thune (R-SD)

Senate Minority Leader Chuck Schumer (D-NY)

House Energy & Commerce

Chairman Brett Gurthrie (R-KY)

House Energy & Commerce

Ranking Member Frank Pallone (D-NJ)

Senate Finance

Chairman Mike Crapo (R-ID)

Senate Finance

Ranking Member Ron Wyden (D-OR)

Fly-In By The Numbers

The 2025 Washington Fly-In saw an upsurge in interest across the board: more attendees (especially First-Timers), more meetings, and a wider geographic footprint than ever before.

Covering The Capitol

Bipartisan In Scope

49 Meetings with Republicans

48 Meetings with Democrats Nationwide In Reach Congressional Offices From 32 States

Bring Washington To The Warehouse: Host A Tour

You don't have to come all the way to Washington DC to influence your elected officials. The DC also stands for "distribution center."

HIDA is ready to help you bring your Senators, Representatives and key staffers to your local facility so they can understand the medical supply chain directly from you.

Six Tips for an Effective Site Visit

1 Go Local

Not every political decision is made in Washington, DC. It is helpful to reach out to the district office of a Member of Congress, or the nearest regional office of a United States Senator. Sometimes an elected official will send a member of their staff to represent them on a staff visit.

2 Be Flexible

Elected officials get hundreds of scheduling requests, so it helps to be flexible with respect to the date and time of a site visit. In large rural districts, many times elected officials will fit in site visits in between speaking engagements at mealtimes. They might have a breakfast meeting in one town, then stop at your facility on the drive over to a lunch meeting in another part of the district. Tours during

the mid-morning or mid-afternoon hours are not uncommon.

3 Share Information

The elected officials will want to know how your facility affects the state or district. Have quick facts available to share — such as number of employees, annual revenue, emergency preparedness and response services, key customers, etc.

4 Discuss Policy Issues

Work with HIDA Government Affairs and your internal teams to understand key issues affecting the industry. Share how these policy issues have a direct impact on your facility, employees, and the state or district.

5 Record the Visit

Get permission from the elected official ahead of time about sharing the site visit to share on your company’s social media channels. Plan to have a photographer take pictures of the visit or for a planned photo opportunity at the end of the visit.

6 Follow Up

After the visit, be sure to thank the elected official or their staff member with a brief, personalized note. Express appreciation for their time and interest, and highlight a key takeaway from the visit. Keep the door open for continued dialogue. Offer to be a resource on industry issues, and let them know you’re available to help if they have questions in the future.

HIDA’S WORK IN WASHINGTON

Together Again

Government and Industry Leaders Highlight Collaboration

When it comes to safeguarding our nation's health, collaboration is key. HIDA's 2025 Resilience and Preparedness Summit recently showcased the powerful partnership between healthcare distributors, manufacturers, and federal agencies, highlighting numerous examples of how this synergy has successfully navigated past crises and is building a more resilient future.

Key Takeaways

Connection

In the world of emergency preparedness, an active emergency is not the time to be making introductions. Building connections with local leaders and industry partners fosters resilience and is a foundation for effective emergency planning. Relationships built during the COVID-19 pandemic have been sustained by events such as the Resilience and Preparedness Summit.

Photo: Alysia Durant, Office of External Affairs; Artensie Flowers, Division of Regional Operations; Eric Runnels, Office of Cybersecurity and Infrastructure Protection

Communication

Strong communication channels between industry and all levels of government benefit the communities in which we live, work, and play. Identifying and communicating risks to the supply chain was a common theme amongst panelists. Public-private communication has been particularly helpful in responding to cybersecurity threats and incidents. When a cybersecurity incident impacted medical billing nationwide last year, communication among federal partners, providers, and industry helped resolve it quickly so that providers could remain solvent.

Photo: Caitlin Rivers, PhD, MPH Center for Health Security Johns Hopkins Bloomberg School of Public Health

Collaboration

Each panel highlighted previous collaborations between industry and government response during emergencies, including the successful collaboration when responding to Hurricane Helene which created a shortage of IV solutions.

Photo: Laura Biesiadecki, National Association of County and City Health Officials; Lisa Peterson, Association of State and Territorial Health Officials

Practicing For Preparedness

Exercise Tests Traffic Light Protocol Against Supply Chain Crisis Scenarios

Imagine a simple, intuitive way to gauge the health of our critical medical supply chain. HIDA turned that vision into reality with the launch of its Traffic Protocol Partnership. This collaboration with federal agencies introduces a color-coded system — green, yellow, and red — to instantly signal the state of operations.

This traffic light protocol was put to the test in a series of tabletop exercises conducted at HIDA’s Resilience and Preparedness Summit. Participants assessed supply chain conditions through a cascading series of events — severe weather disrupting East Coast ports, cybersecurity attacks disrupting West Coast ports, and the imposition of retaliatory tariffs in the middle of both events.

The tabletop exercise generated significant conversation among the participants and identified several key takeaways on how to revise and enhance the protocol.

Create Consensus On Definitions

Greater alignment is needed between public and private stakeholders on key definitions used to determine health of the supply chain. For example, competing definitions of the term "allocation" led to a lack of consensus of when the state of the supply chain needed to be downgraded from green to yellow.

Segment Elements Of Supply Chain Stress

Participants should holistically evaluate demand shocks (i.e. increased PPEconsumption during the COVID-19 pandemic), supply shocks (disrupted manufacture of IV solution following Hurricane Helene), and logistical shocks (port strikes, cybersecurity attacks, weather disruptions).

Continue Collaboration

HIDA and its members maintain strong connections with federal partners. Participants drew upon past real-life experience with supply chain disruptions to guide their decision-making during the tabletop exercise. HIDA will iterate the protocol in collaboration with federal partners, including at the 2026 MedSupplyChain Conference.

Healthcare Impact Of Big Beautiful Bill

Tax Package Includes $1 Trillion Cut To Medicaid

On July 4, 2025, President Trump signed into law H.R. 1 — the One Big Beautiful Bill Act.

H.R. 1 makes a variety of funding and policy changes to Medicaid that are impactful to the medical supply chain. Foremost among them is a $1 trillion reduction in Medicaid spending over the next ten years.

Both the House and the Senate deliberated considerably over a variety of healthcare provisions, and there were many late additions and last-minute changes to the bill.

As a reference guide, HIDA has compiled the following chart of provisions that were included and excluded from the final version of H.R. 1.

What Was Included

Medicaid Eligibility Restrictions

• Prohibits state Medicaid programs from covering individuals unlawfully present in the United States, except for certain emergency services.

• Imposes new verification mandates for citizenship and immigration status.

• Requires most adults without children to document 80 hours of work per month to qualify for Medicaid benefits.

Provider Tax Reductions

• H.R. 1 reduces the amount of money states can raise for Medicaid funding through a tax on medical providers.

• Beginning in 2028, the bill gradually reduces the maximum provider tax rate from 6 percent to 3.5 percent for states that have expanded Medicaid.

Rural Hospital Stabilization

• Creates a $50 billion fund to provide relief to rural hospitals adversely affected by Medicaid reductions.

2 1

Most Favored Nation

• Funds to be appropriated over five years from 2028 to 2032. 2 1 3 What Was Excluded

• Congress did not codify President Trump's executive order seeking "most-favored-nation" status for drug pricing.

• Such a proposal would have required drugmakers to charge no more than the lowest price paid in other wealthy nations.

Disproportionate Share

Hospital (DSH) Payments

• The House version of H.R. 1 delayed reductions in DSH payments through September 2028.

• Not included in the version signed into law.

Legislative Roundup: Bills HIDA Supports In The 119th Congress

When healthcare distribution and manufacturer executives gathered at the recent Washington Summit, their message was clear: a stronger medical supply chain is non-negotiable. They championed a slate of bipartisan bills, pushing for legislative action to build a more resilient supply chain.

Medical Supply Chain Resiliency Act: H.R. 2213, S. 998

• Facilitates trade negotiations to ensure that critical medical goods and services are delivered safely, swiftly, and efficiently.

• Directs the U.S. Trade Representative to negotiate trade agreements with trusted allies to eliminate tariffs and other trade barriers on medical products.

• Builds a stronger, more secure supply chain through a balanced approach: expanding domestic manufacturing and fostering strategic trade partnerships.

Promoting Resilient Supply Chains Act: H.R. 2444, S. 257

• Creates a Supply Chain Resilience Working Group, led by the Assistant Secretary of Commerce, to prepare for and respond to supply chain shocks.

• Fosters public-private partnerships to monitor and strengthen supply chains.

• Identifies opportunities to grow domestic manufacturing capacity and reduce costs for American consumers.

Pandemic & All-Hazards Preparedness Act (PAHPA): S. 891

• First enacted in 2006 to respond to bioterrorism threats, infectious diseases, and other public health emergencies. Most provisions expired in September 2023.

• HHS has used authority under PAHPA to assist healthcare providers responding to infectious disease outbreaks, global pandemics, and natural disasters.

• Last year, House and Senate healthcare committees approved bills to reauthorize PAHPA. The Senate version was included in the year-end continuing resolution, but was removed along with other healthcare provisions.

“At the end of the day, Republicans, Democrats, and Independents all want the same thing — affordable, accessible, and quality health care. I’m committed to working in a bipartisan manner to make this goal a reality.” said Rep. Carter.

Congressman Carter Renews Commitment To Preparedness And Resiliency

Before taking to Capitol Hill for a day of advocacy, Washington Summit attendees heard from Congressman Earl "Buddy" Carter (R-GA) about key issues facing the medical supply chain. Carter brings a unique healthcare perspective to Congress. Before coming to Washington, he was the owner of Carter's Pharmacy in Savannah, Georgia. He is one of only two pharmacists serving in the House of Representatives. Rep. Carter currently serves on the House Energy and Commerce Health Subcommittee. This powerful committee oversees the health sector, including private and public health insurance, biomedical research, hospital and provider policies, and many more issues impacting the healthcare supply chain. It also oversees key government programs such as Medicaid, the Food and Drug Administration, and the HHS Administration for Strategic Preparedness and Response (ASPR).

HIDA has worked with Congressman Carter on a variety of initiatives to strengthen the medical supply chain. During the COVID-19 pandemic and the West Coast port delays of 2021, HIDA worked with Rep. Carter to ensure the flow of medical products through the Port of Savannah. These relations were renewed during the East Coast port strikes of late 2024 and early 2025. Rep. Carter supports the reauthorization of the Pandemic All-Hazards Preparedness Act (PAHPA) the key statue governing medical response to pandemics and natural disasters. In his remarks at the Washington Summit, Carter expressed a willingness to work in a bipartisan fashion on key healthcare priorities.

Paving the Road Towards Fast Pass

HIDA's top legislative achievement for 2024 was enactment of the Facilitate Access to Swiftly Transport Goods during a Publicly Announced State of Emergency Situation, or Fast Pass Act. Our work did not stop there.

Now, the Government Accountability Office (GAO) has the vital task of studying PPE transportation from 2020 to2022. We are contributing members' direct experiences to inform that study.

HIDA's Shipping Work Group took the next step in making Fast Pass a reality. HIDA convened a meeting of researchers from the GAO with members of the Shipping Working Group.

“We worked with ports to create physical or virtual peel piles,” said Jon Archer, Senior Manager for International Freight Operations at McKesson, “to efficiently transport PPE from ships to trucks and supply lifesaving equipment to healthcare providers during the pandemic.”

GAO Was Eager To Listen

The GAO study is still in early stages and we expect GAO staff to continue conducting stakeholder interviews through the rest of 2025. The Fast Pass legislation requires GAO to submit its report to Congress by December 2026.

During stakeholder meetings, the GAO was eager to hear directly from medical product distributors about supply chain vulnerabilities exposed during recent crises. GAO staff asked insightful questions about how medical distributors do their jobs to make sure that they fully understood the role they play in the medical product supply chain.

Distributors Have A Story To Tell

Medical distributors played a critical role in maintaining healthcare supply continuity during the COVID-19 pandemic, overcoming logistical and regulatory challenges to deliver lifesaving products. The Shipping Work Group shared these powerful, real-world stories — recounting the critical work of healthcare distributors during a global pandemic.

Ports Were Active Participants

The Shipping Work Group informed GAO of the strong public-private partnerships that made the program a success during COVID. Healthcare distributors worked closely with executives from the Port of Los Angeles, Port of Long Beach, and others in order to get PPE to the patients and providers that needed it.

Fast Pass Goes Beyond COVID

Real world scenarios such as the shortages of infant formula and the need to re-route IV saline solution following Hurricane Helene demonstrated that a streamlined process is needed. A streamlined process will be beneficial next time the medical supply chain suffers a shock.

Whole-Of-Government Approach Is Key

Fast Pass represents a model for cross-agency collaboration. HIDA and its members have consistently emphasized the need for a whole-of-government approach. For the COVID-19 case study, the Shipping Work Group cited cooperation between the Department of Health and Human Services, the Department of Transportation, and the Federal Maritime Commission. This involvement by federal partners — combined with robust support from state and local port authorities — is what made Fast Pass a success.

"HIDA has redesigned the AMS courses to encourage learner engagement and retention, so it continues to be a valuable resource for both new and experienced sales representatives."

— Rosemarie Bundoc, HIDA's Senior Manager of Virtual and Continuing Education

AMS Sales Training Evolves to Support the Next Generation of Healthcare Sales Professionals

The healthcare industry is undergoing rapid change, bringing with it increased complexity and evolving expectations for sales professionals. To support teams in staying current with industry developments, the Health Industry Distributors Association (HIDA) offers its Accredited Medical Sales (AMS) Sales Training program.

Key features of the updated platform include:

• A modern, mobile-friendly interface

• Interactive e-learning course formats

• Improved navigation and easier access to courses

• Enhanced reporting tools for managers

• A library of over 90 courses covering healthcare distribution topics

The program is designed to help sales professionals develop the knowledge and skills needed to operate effectively in today’s healthcare environment. Topics include reimbursement systems, the role of group purchasing organizations (GPOs), and provider purchasing behavior.

For organizations, AMS Sales Training can be used as a complete onboarding solution or to supplement internal training efforts. For individual sales representatives, AMS accreditation offers a way to demonstrate industry knowledge and a commitment to professional growth. The curriculum emphasizes practical application, customer communication, and real-world scenarios relevant to the healthcare sector.

With its updated design and comprehensive course offerings, AMS Sales Training continues to be a valuable educational tool for professionals in healthcare distribution.

Selling Through Distributors: 5 Tips For Healthcare Manufacturers

By aligning with a distributor, healthcare manufacturers can foster more productive relationships and close more sales. That was the key message of the recent HIDA webinar Selling Through Distributors.

"A lot of manufacturers don't train their sales representatives to work with distributors," said HIDA Senior Vice President Elizabeth Hilla "But if all your sales and marketing effort is going to the end customer, you might be missing out on a multiplier effect. A network of trusted and knowledgeable distributor sales reps can give manufacturers a lot more sales reach into their customers."

Recognize Distributors As Sales Allies

Distributors play a pivotal role in influencing purchasing decisions, especially in fragmented markets like physician practices. These reps maintain long-term relationships with their accounts and maintain regular contact with clients, making them valuable partners in identifying sales opportunities and gathering market intelligence.

2 Understand The Distributor Mindset

Distributor reps value longterm customer relationships over short-term sales pushes. Manufacturers who want

distributor support must be reliable, responsive partners with products and services that enhance customer satisfaction.

Simplify Product Communication

Rather than overwhelming reps with complex technical details, manufacturers should equip them with clear, benefit-driven messages and simple qualifying questions. This makes it easier for reps to confidently introduce new solutions to their customers.

4 Collaborate Through Joint Sales Calls

Joint sales calls are a strong model for collaboration. Each partner has a role to

play: the distributor rep is the customer expert, while the manufacturer rep serves as the product expert. These calls succeed when both parties communicate clearly, respect each other’s roles, and act quickly to resolve customer concerns.

Build Trust and Share Success

It's important to treat distributor reps as strategic partners, not just intermediaries. This mutual respect leads to stronger, more productive relationships. When manufacturers support reps in delivering real value to healthcare customers, everyone wins.

Elizabeth Hilla Senior Vice President, HIDA

Calendar of Events

2026 EVENTS

February 9-11, 2026

Omni Las Colinas | Dallas, TX

February 11-13, 2026 Omni Las Colinas | Dallas, TX

March 10–13, 2026*

Hyatt Regency Coconut Point | Bonita Spring, FL

June 11–13, 2025* The Royal Sonesta | Washington, D.C. JUN * Invitation Only

For more information or to register visit HIDA.org/events Dates and locations are subject to change.

September 16–18, 2025 J.W. Marriott | Indianapolis, IN REV 3/25

Visit the Events & Education section on HIDA.org for more details

HIDA’s Virtual Events are recorded and available on-demand so members can learn at their convenience. To register or get more information, go to HIDA.org/events.

Summer 2025 Must-Reads

A selection of key articles addressing changes affecting the healthcare industry

Battle Over Supply Chain Is The New Trade War | New York Times

The U.S.-China trade conflict is morphing into a fight over global supply chains, as the two nations limit the sharing of critical technologies that could have lasting consequences for scores of industries. The supply chain warfare, which comes on top of tariffs the two countries have inflicted on the other’s imports, has alarmed companies that say they cannot make their products without components sourced from both.

Declining Nursing Home Use Rates May Be Linked With High Home Care Demand | McKnights Home Care

Nursing home occupancy rates may be declining as older Americans seek options for home-based care, according to an analysis by KFF. While those living in nursing home facilities and using Medicaid as their primary payer remained steady, the total number of residents living in nursing facilities decreased by 10% over the last decade.

2025 Is Becoming The Year Of AI Agents In Healthcare | Becker's Health IT

AI agents are all the rage and this time healthcare isn’t far behind other industries in adoption. Healthcare traditionally trailed other industries in digital transformation and hospitals resist change, even with incentives. But this time, with big challenges ahead, health systems big and small are working on artificial intelligence and agentic AI solutions to revitalize the workplace, expand capacity, reduce stress, accelerate the revenue cycle and improve patient care.

U.S. To Spend $8.6 Trillion On Healthcare By 2033 | Modern Healthcare

National healthcare spending is expected to reach $5.6 trillion this year and then climb to $8.6 trillion by 2033, according to the Centers for Medicare & Medicaid Services (CMS). Medicare spending is projected to grow the most rapidly as the last cohort of baby boomers ages into Medicare through 2029.

Cyber Insurance Premiums Drop For First Time, Report Finds | CyberSecurity Dive

Last year’s decrease in the premiums generated from cyber insurance represents the first such decline since the National Association of Insurance Commissioners began collecting data in 2015. Cyber insurance prices decreased by 1.6%, on average, in the second, third, and fourth quarters of 2024. One possible explanation is that some large businesses may be creating their own subsidiary, a practice known as self-insurance.

Healthcare Deal Volumes Hold Steady | Fierce Healthcare

Despite an uncertain regulatory environment and higher hold period for investments in healthcare, deal volumes remain steady, according to a report from PwC. The leading subsector in the last 12 months includes contract research organizations, ambulatory surgical centers, home infusion care and medical office buildings.

Insurers Pledge To Smooth Out Prior Authorization Process | CNBC

Insurers across the country have announced a series of commitments to reform the prior authorization process. Key steps include committing to reducing the number of services subject to prior authorization and working to roll out common and transparent solutions promoting electronic prior authorization submissions.

Hospital Finances Stabilized In Q1 2025 | Becker’s Hospital Review

Financial and operational performance for U.S. hospitals in the first four months of 2025 improved over the same period in 2024, according to report by Kaufman Hall. Inpatient revenue, discharges, ED visits and operating room minutes all increased compared to the prior year period. Median hospital margins increased slightly from March to 3%, which beats the 1.5% average reported last May. Average hospital margins for January to April 2025 were 3.3%, up over the same period last year.