Securing Market Leadership, Profitability, and Innovation
Medical Technology
In MedTech, negotiation is not just about securing supplier agreements—it is the foundation of pricing power, regulatory success, and long-term market sustainability. Companies that master negotiation secure premium contracts, optimize pricing models, and mitigate cost pressures, ensuring profitability and innovation growth. Those that do not? They face eroding margins, regulatory setbacks, and stagnating R&D returns.
Three Strategic Imperatives for MedTech Leaders:
Secure Pricing Power: Leading medical technology firms negotiate favorable reimbursement and supplier terms, strengthening market position while weaker competitors struggle with pricing constraints and inefficient R&D investments.
Protect Margins Proactively: Disciplined negotiation offsets pricing erosion, cost pressures, and rising R&D expenditures, safeguarding long-term profitability in an increasingly competitive industry.
Ensure Sustainable Growth: Negotiation mastery builds resilience, helping firms navigate regulatory uncertainty, commercialize new technologies, and expand into high-growth markets.
MedTech companies invest millions in management consulting to lift EBIT by just 1.5%–2%, yet world-class negotiators drive at least a 3% EBIT boost—many achieve 5% or more. Despite this proven financial impact, negotiation remains an underfunded capability, leaving substantial value untapped.
Negotiation excellence translates strategy into measurable growth and profitability. Firms that embed negotiation discipline consistently outperform competitors by securing stronger supplier agreements, optimizing pricing models, and accelerating market expansion.
We help MedTech companies develop evidence-based negotiation capabilities to strengthen market positioning, enhance contract value, mitigate cost pressures, and drive sustained commercial success.
Exactly how much is poor negotiation performance costing you?
We can tell you
$50 Billion
15%
20%
Negotiation is the bridge between strategy and execution. This operating model clarifies where negotiation work must happen, how it must be done, and who must be accountable. It treats negotiation not as a soft skill, but as a structured capability—one that links commercial intent to operational delivery. This is the blueprint for how negotiation is organised, governed, and deployed to deliver outcomes at scale
Commercial & Operational Imperatives
Is your team leaving money on the table in critical negotiations?
Most costs don’t show up in the budget—they leak through poor preparation, untraded concessions, and unnecessary escalation.
Kennedy equips your commercial and back-office teams to trade with discipline, push back with clarity, and protect value under pressure.
We focus where margin is most at risk—long before it shows up in the numbers.
Are your joint ventures and partnerships set up to create value—or just hope for it?
Most growth strategies fail not because of ambition, but because roles, returns, and exit paths were never properly negotiated.
We counsel leadership teams on joint ventures, alliances, and regulatory negotiations—focusing on the terms that matter: clarity, governance, and alignment that hold under pressure.
Is your team equipped to execute strategy when roles blur and priorities compete?
Most organisations don’t break down because of poor intent—they break down when strategic decisions get stuck between unclear ownership, internal politics, and avoided collboration.
Kennedy helps your teams collaborate profitably—so decisions stick, execution moves, and alignment holds under pressure
Does your sales team have the tools to create and capture value at the same time?
Most sales teams can close deals. Fewer can protect margin, manage pricing pressure, and trade with discipline under fire. Kennedy’s 8-Step / 4-Phase model helps close the gap between go-to-market strategy and bottom-line performance.
Kennedys helps you embed a structured approach to planning and executing deals—improving margins, account profitability, cycle time, and pricing control.
Successful
Execution
Top-Line Profitability
“Sometimes my colleagues give away too much to close a deal, leaving my team with less to work with,” a CFO bluntly observed.
Abandon late-stage price concessions and reactive discount reflexes, and instead implement structured, front-loaded negotiation behaviors that preserve margin, reduce revenue dilution, and align scope with commercial value from day one
Cost Excellence
“Every pound saved is vital, yet our operational talks falter,” a COO lamented
Stop relying on tactical procurement and fragmented approvals, and deploy codified negotiation governance that closes posture gaps, captures savings, and eliminates recurring inefficiencies hidden in supplier and internal negotiations
Internal Alignment
“Teams that fail to decide or collaborate undermine our profitability—it’s a concern,” a manager remarked
Abandon late-stage price concessions and reactive discount reflexes, and instead implement structured, front-loaded negotiation behaviors that preserve margin, reduce revenue dilution, and align scope with commercial value from day one
Corporate Negotiation
“If only we could pick up all the money we are spilling…It’s…in the tens if not hundreds of millions,” head of legal at a Global 500
Move beyond celebratory deal-making and generic diligence checklists, and embed disciplined negotiation structures that protect valuation, define integration terms, and enable post-close execution without value leakage
Corporate Negotiation Learn More
The Solution: Precision Negotiation Powered by Proven Methodology
We don’t just advise; we equip you to win. We help you plan, strategize, and execute corporate negotiations, identify the right negotiators, and build high-performing teams. By deploying the Kennedy negotiation methodology, you unlock tangible results:
- Growth Secured with Precision: Imagine achieving 20% synergy gains (McKinsey, 2021) on your acquisitions, joint ventures, and partnerships. Our proven framework makes it a reality, driving measurable expansion.
- Compliance Achieved Efficiently: Navigate the regulatory maze with confidence. Our structured approach ensures compliance, delivering substantial savings—like the £15 million our clients saved on public sector contracts.
- Returns Maximised Effectively: Eliminate post-transaction setbacks and optimize capital allocation. Our disciplined process ensures that every deal delivers flourishing, high-value outcomes.
Exactly how much is poor negotiating behaviour costing you? We can tell you
Advisory
Trusted advice boosts your high-stakes deals—saves millions, sharpens strategy, keeps it confidential for CEOs and Boards
What we bring to the table
- Sharp due diligence assesses your team’s negotiation strength—ensuring the right players lead from day one.
- M&A prep secures 20% synergy gains (Call for ref)—we manage complex stakeholders so your strategy lands.
- Total confidentiality protects your sensitive moves—our 40-year track record keeps rivals out, your goals in.
Simulations
Tailored process picks your best negotiators—Find and train the perfect negotiator for your toughest deals.
What we bring to the table
Assessment
Spot and build your next negotiation stars for lasting impact
What we bring to the table
- Our 8-step/4-phase lens—trusted by 500,000—sizes up talent with clear, measurable behaviours, no guesswork.
- Firm-wide audits match negotiation to your goals—your rising stars, ready for critical moments.
- Pre- and post-training checks show real uplift—your team’s edge, locked in.
Performance Coaching
Lift your top negotiator’s game with expert coaching
What we bring to the table
- Seasoned CNO coaches craft your deal plan—tailored to your context, no nonsense, just results.
- Step-by-step wins keep you on track—20% faster prep
- Practical expertise from FTSE 100 battles—your deals, maxed out, one win at a time.
Capability Building
Train your team to negotiate with top-tier skills
What we bring to the table
- Workshops and deal coaching embed skills—basic to certified, your team’s sharp from day one.
- Profitable Team Advantage: Practical tools boost collaboration—10-12% efficiency gains (McKinsey, 2023)—turning rows into real results.
- Team Payoff: Your team shares ideas for higher customer satisfaction (internal data)—innovation and profit, delivered fast.
Organisational Effectiveness
Align your team for smarter decisions and stronger collaboration
What we bring to the table
- Smarter Decisions: We assess and improve your team’s ability to make fast, effective choices—quicker wins keep you ahead (analyst data)—no delays.
- Stronger Teamwork: We build skills in influence, communication, conflict, and change—our 4 key pillars (Kennedy research)—driving higher returns
- Practical tools streamline how your team tackles tough issues with real results.
License Our Content
Power your in-house training with our proven expertise.
What we bring to the table
- Quick plug-ins for your academies—top-notch kit, ready to roll, proven by global leaders.
- Train-the-trainer options let your team run it—cost-smart, big impact, tailored your way.
- Elite solutions from FTSE 100 and academic runs—your training, powered by unmatched expertise.
2.5x
44/1
ROI within just six months of implementation
3.5x
280
Impact of Improving Negotiation Performance
Siemens Healthineers execs who honed negotiation didn’t just survive—they crushed it, turning 15-20% R&D losses into market wins (BCG, 2023). You’ll choke the chaos—growth, revenue, costs—and carve out billions in value.
When you sharpen negotiation skills as a MedTech exec, you don’t just build devices—you gut the competition and lock in supremacy. The current stats are gold-standard because they’re validated by top-tier sources like PitchBook and McKinsey, cross-industry applicable from WAM to MedTech, and impactful enough to jolt a $50B exec into action with billion-dollar swings and million-dollar gains. Research proves it: execs who embed negotiation as a corporate capability shred inefficiencies and claw back billions. Here’s what moves the needle:
Valuation Jumps
PitchBook (2023)—20-30% M&A swings, $2-3B more for a $10B deal—ripping terms from regulators and hammering growth, not rotting in approval delays (EY, 2024)
Topline Power
10-15% revenue gains, $100-150M on $1B sales—by choking pricing cuts and hammering payer deals, not bleeding to delays (McKinsey, 2024).
Market Access
12-18 months faster, $50-75M on $50M/year product—slashing regulatory claws and locking launches, not fading in approval hell
R&D ROI Lifts
BCG (2023)—15-20% better returns, $15-20M on $100M spend—gutting licensing waste and forging innovation leverage, not drowning in flops.
The cost of poor negotiation Powered by Dealbook
Nestlé Asia Chaos (2020): Limp supplier deals spiked costs by 10-15%, stock rotting (DealBook).
MENA ESG Flop (2022): Misaligned compliance deals jacked costs by 12-15%, access choked (DealBook, 2023).
