The subscription economy has transformed how businesses and consumers access products and services, and healthcare is no exception.

The global medical device subscription market was valued at approximately $9.0 billion in 2025 and is projected to grow to roughly $24.9 billion by 2030, expanding at a compound annual growth rate (CAGR) of about 22.5 % over that period. Source

Medical equipment subscriptions, often called Equipment-as-a-Service (EaaS), represent a fundamental shift:

• from ownership to access,
• from capital expenditure to operating expense,
• and from transactional relationships to ongoing partnerships.

Another important factor behind this growth is changing customer expectations.

Subscription and as-a-service models are now common in industries like cars, bikes, and consumer electronics and healthcare is now following this same shift.

As a result, both organisations and private customers are increasingly familiar with, and open to, accessing products through rental or subscription models rather than purchasing them outright.

This guide walks you through the key considerations for starting a medical equipment subscription business also commonly known as medical device-as-a-service.

What is medical equipment subscription?

A medical equipment subscription business provides ongoing access to medical devices through recurring payments, typically monthly or annually. Unlike rental models for medical equipment that focus on temporary, project-based needs, subscriptions are designed for indefinite, continuous use with automatic renewal. Customers don't just rent a piece of equipment, they subscribe to an outcome.

The key distinction is in the value proposition. With rentals, customers pay for temporary access to a specific device for a defined period. With subscriptions, customers pay for the guaranteed availability of working equipment, plus bundled services like maintenance, software updates, insurance, consumables, and even equipment upgrades. The subscription model shifts the burden of ownership entirely to the provider.

Examples

• ‍Med4Rent offers lab and diagnostic equipment through subscription-style access, allowing clinics and laboratories to use high-end devices with predictable costs instead of large upfront purchases.
• Pulse4All provides automated external defibrillators (AEDs) on subscription plans that include regular maintenance, replacements, and support services.
• Defibtech AED subscription services supply automated external defibrillators with scheduled maintenance, part replacements, and support through ongoing subscription fees, ideal for workplaces, fitness facilities, and public venues.
• Medtronic Device-as-a-Service offerings let healthcare organisations access devices such as insulin pumps or therapy systems via recurring plans that include maintenance, support, and lifecycle services.

Equipment categories best suited for subscription

Not every medical device makes sense as a subscription. The most successful subscription models focus on equipment that requires ongoing maintenance, regular software updates, consumables replenishment, or has high obsolescence risk. Here are the prime candidates:

Diagnostic Imaging Equipment

MRI machines, CT scanners, ultrasound systems, and X-ray equipment are ideal for subscriptions because they require continuous software updates, regular calibration, preventive maintenance, and eventual technology upgrades. Imaging centers benefit from predictable costs and guaranteed uptime, while providers ensure their equipment is always clinically relevant.

Dental Equipment

Digital X-ray systems, intraoral cameras, CAD/CAM systems, and sterilization equipment work well as subscriptions. Dental practices value the ability to access advanced technology without large capital outlays and appreciate bundled maintenance and software updates.

Patient Monitoring Systems

Continuous patient monitoring platforms, cardiac monitors, and diagnostic cardiology systems benefit from subscription models because software plays a critical role, algorithms improve over time, and integration with electronic health records requires ongoing support.

Respiratory and Home Health Equipment

CPAP machines, oxygen concentrators, nebulizers, and ventilators are natural fits for B2C subscriptions because they require regular consumables (masks, filters, tubing), ongoing maintenance, and equipment replacement over time. Patients benefit from never worrying about supplies or maintenance.

Surgical and Specialty Equipment

Surgical robots, laser systems, and endoscopy equipment are increasingly offered as subscriptions because they require specialised maintenance, software updates, and have rapidly evolving technology. Hospitals appreciate avoiding obsolescence risk.

Case studies about medical equipment subscriptions

Check out these case studies about companies operating a subscription model for medical devices: Med4rent and Pulse4all.

How to start a subscription business for medical equipment

Starting a subscription model is less about selling equipment and more about building long-term customer relationships around access, service, and reliability. Unlike rentals, where equipment may rotate frequently, subscription devices often remain with customers for years — making lifecycle planning, service delivery, and recurring revenue management critical.

Companies enter the subscription space from very different starting points. A manufacturer may already produce the equipment, a distributor or retailer may control customer access, while a subscription-first company must build both supply and service infrastructure from scratch.

The core steps are similar, but the strategic decisions, financial exposure, and operational requirements differ depending on your position in the value chain.

Here’s a practical guide to launching a medical equipment subscription business:

• Choose your target sector: B2B, B2C, or hybrid
• Clarify your starting position and financial risk exposure
• Select equipment that is well-suited for long-term subscription use
• Define ownership, financing, and balance sheet strategy
• Bundle services that create ongoing customer value
• Design pricing around outcomes — not just equipment access
• Plan asset lifecycle management and upgrade cycles
• Ensure regulatory compliance across equipment and services
• Implement asset tracking and preventive maintenance systems
• Map the full customer lifecycle from onboarding to renewal
• Automate recurring billing and revenue management

#1 Choose your target sector: B2B vs B2C

One of the first strategic decisions is whether to focus on business-to-business (B2B) subscriptions, business-to-consumer (B2C) subscriptions, or a hybrid model. Each comes with different expectations around contracts, service levels, and pricing.

B2B Medical Equipment Subscription

Target customers: Hospitals, diagnostic labs, imaging centres, specialty clinics, rehabilitation facilities, and medical practices.

Typical equipment: Imaging systems, lab analysers, infusion platforms, surgical technology, monitoring systems, and high-value diagnostic devices.

Customer journey: B2B subscriptions involve longer sales cycles, procurement approvals, and multi-year agreements. Customers expect guaranteed uptime, proactive servicing, and predictable costs rather than reactive support.

Key considerations: Service level agreements, uptime guarantees, training, upgrade pathways, and integration with hospital systems are often deal-breakers. You’re selling operational continuity not just equipment access.

B2C Medical Equipment Subscription

Target customers: Patients managing chronic conditions, elderly individuals, home-care patients, and caregivers.

Typical equipment: CPAP machines, remote monitoring devices, mobility aids, cardiac monitoring tools, respiratory equipment, and therapy devices.

Customer journey: Subscriptions are typically driven by ongoing medical needs rather than temporary recovery. Customers expect frictionless onboarding, transparent pricing, and dependable support.

Key considerations: Simple contracts, easy upgrades, bundled maintenance, and strong customer support are essential. Trust plays a major role in adoption.

#2. Clarify your starting position and risk exposure

Are you a manufacturer, distributor, retailer, or subscription-first provider? This determines how much control you have over pricing, servicing, upgrades, and lifecycle management.

Example: A manufacturer can bundle maintenance and upgrades directly, while a distributor must coordinate with OEM partners — increasing operational complexity.

#3. Select equipment that is subscription-friendly

The best subscription products are mission-critical, high-value, and continuously used not occasional-use devices.

Avoid equipment that becomes obsolete quickly or is difficult to service at scale.

Example: Lab analysers or imaging platforms are strong candidates because customers depend on them daily and prefer predictable costs over large capital purchases.

#4. Define ownership, financing, and balance sheet strategy

Subscription models often require you to hold assets longer than rental businesses, which increases capital exposure.

Decide whether you will:

• Keep assets on your balance sheet
• Use equipment financing
• Partner with financial institutions
• Offer “equipment-as-a-service” structures

Example: Many providers finance equipment over 5–7 years while locking customers into multi-year subscriptions to protect margins.

#5. Bundle services that make the subscription valuable

Customers don’t subscribe just for the equipment — they subscribe for peace of mind.

Common bundles include:

• Preventive and corrective maintenance
• Software updates
• Consumables
• Insurance coverage
• Training
• Usage analytics
• Guaranteed uptime
• Upgrade pathways

Tiered plans (basic, standard, premium) help match service depth to customer needs.

#6. Design pricing around outcomes not just access

Subscription pricing should reflect the total value delivered, not just the hardware.

Common models include:

• Monthly or annual subscriptions
• Usage-based pricing (per scan, per test)
• Outcome-based pricing (uptime guarantees)

Many successful operators position subscriptions at 60–80% of the total cost of ownership, making the financial case obvious.

#7. Plan for long-term asset lifecycle and upgrade cycles

Unlike rentals, subscription equipment may stay deployed for years.

You’ll need systems to track:

• Equipment age
• Performance
• Maintenance history
• Usage intensity

Proactive replacement is critical subscribers expect reliability.

Best practice: Build 3–5 year upgrade cycles into contracts.

#8. Ensure compliance across equipment and services

Subscriptions introduce additional regulatory layers because you may also be responsible for maintenance, calibration, and performance.

Confirm compliance with:

• Medical device regulations
• Data protection rules
• Maintenance authorisation requirements
• Local healthcare standards

When in doubt, consult regulatory experts early.

#9. Implement asset tracking and maintenance scheduling

You should always know:

• Where equipment is
• Who is using it
• Its condition
• When it requires service

Preventive maintenance should be automated, downtime directly impacts customer trust and renewals.

#10. Map the full customer lifecycle

Subscription success depends on managing relationships over time, not just acquisition.

Plan for:

• Onboarding
• Training
• Ongoing support
• Renewals
• Upgrades
• Expansion opportunities

A self-service customer portal can significantly reduce operational load while improving experience.

#11. Automate recurring billing and revenue management

Recurring billing is the engine of a subscription business.

Your system should handle:

• Automated invoices
• Payment updates
• Failed payment recovery
• Proration
• Contract changes
• Revenue recognition

Manual billing becomes a major growth blocker surprisingly fast.

Final Thought

Launching a medical equipment subscription business requires a shift in mindset, from transactional sales to long-term service delivery and predictable revenue. The companies that succeed are those that treat subscription not as a pricing experiment, but as a fully operational business model designed for lifecycle value.