Our CEO Breaks Down the 2026 IPAWS Market Review: What’s Ahead for Advanced Wound Care
A Changing Market: Navigating Growth, Regulation, and Innovation
At this year’s IPAWS & Tissue Repair Summit, industry leaders gathered to assess the future of advanced wound care - a sector undergoing rapid growth and equally rapid disruption.
In a recent video recap, Bobber Biotech CEO Rob Odell breaks down the most important trends shaping 2026 and beyond. From market expansion to shifting reimbursement models, Rob outlines the realities facing clinicians, manufacturers, and mobile wound providers in a transforming landscape.
A $11.25B Market - and Still Growing
The U.S. wound care market now stands at $11.25 billion, representing roughly 70% of global spend. Biologics account for approximately 75% of that figure, driven by a 40% year-over-year surge in new entrants and products.
This expansion has reshaped the competitive landscape:
• The top 10 companies once held 80% of market share
• Today they hold closer to 48%, as low barriers to entry fuel new innovation and fragmentation
Mobile Wound Care Dominates Sites of Service
According to SmartTrack data highlighted during the session, mobile wound care has become the largest site of service, surpassing physician offices and outpatient facilities.
Post-pandemic patient expectations, limited mobility, and geographic challenges have contributed to this shift — but sustainability concerns remain.
Rob points out that the real uncertainty lies in the business model itself, especially with upcoming reimbursement changes.
2026 CMS Flat Rate: A Market Turning Point
The CMS flat-rate reimbursement of $127.28 per cm², still scheduled for January 1, 2026, remains a central concern.
Rob outlines several challenges this presents:
• Decreased margins for both providers and manufacturers
• Increased pressure on commercialization and sales infrastructures
• Questions around how mobile wound practices will remain viable
• Significant implications for coverage determinations through upcoming LCDs
Congressional efforts to delay or overturn the reform — including bills introduced by Senator Cassidy and Rep. Carter — remain stalled due to the government shutdown. The possibility of litigation also continues to develop.
Understanding Demand: Wounds Aren’t Going Away
Despite policy uncertainty, the prevalence of chronic wounds is only increasing.
Key drivers include:
• Aging populations
• Rising diabetes and obesity rates
• New technologies (e.g., GLP-1s) that may slow but not reverse trends
By 2030 and beyond, demand for wound care services is expected to rise sharply, placing greater strain on clinicians and health systems.
Where Innovation Is Heading Next
Even as private equity and venture capital temporarily pull back, innovation has not stopped.
Rob highlights several promising areas gaining traction:
• PRP therapies
• Exosome-based technologies
• Cold plasma devices with strong international performance
• Topical oxygen therapy, particularly within Medicaid
• Diagnostics and AI, the strongest presence at IPAWS 2025
Diagnostic tools - including biomarker detection, fluorescence imaging, biofilm identification, and EMR-integrated decision support - are rapidly becoming the next major growth segment.
Reimbursement has expanded across nearly all MACs, accelerating adoption.
Potential Shakeout: Exits, Mergers, and Adaptation
As the market recalibrates, Rob anticipates:
• Consolidation among manufacturers
• Exits in segments unable to maintain margin
• Increased M&A activity
• A pivot toward high-value, cost-efficient portfolios
• A rise in cash-pay or hybrid models
At Bobber Biotech, diversification, cost-efficiency, and innovation have been long-standing priorities - positioning us well for the coming shift.
Flowables and Non-Sheet Products: An Open Door?
CMS left an interesting gap regarding reimbursement for flowable and non-sheet products, deferring decisions to individual MACs. How this unfolds could create new opportunities for alternative product formats in 2026.
The Surge of Real-World Evidence
A major theme at IPAWS was the increased demand for strong clinical data.
Rob highlights new findings from the Open Wound Registry and upcoming studies from the Serena Group, including:
• Mortality and cost outcomes in pressure ulcer management
• Decreased hospital spend associated with specific interventions
• Only 10% healing rates for Stage IV pressure ulcers within 12 weeks
• The ageing U.S. population — with 20% of Americans projected to be 65+ - amplifying demand for evidence-based models
Looking Ahead
While the path forward includes uncertainty, Rob emphasises that the future of wound care remains full of opportunity:
“Wounds aren’t going anywhere - but innovation isn’t slowing down either. Our job as an industry is to adapt, stay evidence-driven, and continue delivering solutions that genuinely improve patient outcomes.”
Bobber Biotech will continue sharing updates, market insights, and new evidence developments as we navigate the evolving landscape together.
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