Wallet Share — also called share of wallet — is the portion of a provider’s or account’s total relevant spend or procedure volume that a given vendor captures. If a hospital performs 1,000 relevant procedures a year and uses your product in 300 of them, your wallet share is 30%.
Estimating wallet share requires knowing an account’s total addressable activity, which healthcare claims data provides by revealing total procedure volume — the denominator against which your captured share is measured.
Revenue from an account tells you what you’re earning, but wallet share tells you what you’re missing. A large customer with low wallet share is a growth opportunity hiding in plain sight; a smaller customer at 90% share has little room left. This reframes account strategy around penetration, not just size.
For key account management, wallet share turns vague “grow the account” goals into specific targets: close the gap between captured and total procedure volume by expanding into untapped service lines, sites, or physicians within the account.
Share of wallet in MedTech sales is the percentage of an account's total relevant procedure volume or spend that your product captures. It measures how deeply you've penetrated an account and how much addressable opportunity remains to win.
Claims data reveals an account's total relevant procedure volume — the denominator. Comparing that to your own captured volume yields wallet share. The gap between the two represents the untapped opportunity within the account.
Total revenue shows what you earn but hides what you're missing. A large account with low wallet share has significant untapped potential, while a small fully-penetrated account has little. Wallet share reframes growth around closing the penetration gap.
Grow wallet share by expanding into untapped service lines, sites of care, or physicians within an account where you already have a relationship. Claims data shows where that uncaptured volume sits, guiding targeted cross-sell and upsell.