Existing financial pressures for Japanese hospitals, in the wake of the country’s changing healthcare system, have been exacerbated by the COVID-19 pandemic. L.E.K. Consulting recently surveyed 81 decision-makers at hospitals in Japan, to gain insight into how their strategic priorities and purchasing behaviors are shifting. The 2020-2021 Japan Hospital Insights Study provides an in-depth analysis of hospital customers in Japan, their distinct operational and purchasing preferences and their receptivity to innovation in the face of a global pandemic. It also provides an actionable set of recommendations for medtech companies on how to customize their service and sales propositions and align them with the type of Japanese hospital (private, public, university) so they may reach a broader set of stakeholders within each group.