Tariffs and global trade tensions have reshaped the landscape of medical sales, but while they present challenges, they also create real opportunities for innovation and strategic advantage.
Since 2018, U.S. medical device companies have absorbed over $1.2 billion in additional costs due to tariffs on imports from China, according to AdvaMed. Nearly 80% of medical device components are sourced internationally, meaning even minor trade disruptions can create significant ripple effects in pricing and availability.
However, some believe these pressures are driving long-overdue transformation. A 2025 Kearney report shows 62% of U.S. manufacturers, including those in medtech, are actively reshoring or nearshoring to reduce dependency on foreign supply chains. This shift is enhancing supply chain resilience and speeding time to market—critical benefits in a post-pandemic world.
For sales teams, this environment creates an opportunity to lead with value over price. With hospital budgets tightening and 60% of healthcare providers ranking supply reliability as a top priority (Becker’s Healthcare, 2025), medical sales reps can differentiate by offering consultative insights, data-backed outcomes, and partnership beyond the transaction.
Meanwhile, companies are investing in R&D to mitigate cost increases—spending on medical device innovation rose 11% year-over-year in 2024 (Evaluate MedTech). These new technologies offer reps exciting tools to re-engage customers and shift the focus from cost to innovation and outcomes.
In short, tariffs are accelerating industry evolution. The companies and reps that adapt quickly, speak to value, and embrace strategic change are best positioned not just to survive—but to lead.