Who Are the Core Customers of Avanos Company?

Neonatal, pediatric, and adult ICU teams are primary Avanos customers because they require long-term enteral nutrition solutions; Mic-Key low-profile gastrostomy tubes remain the clinical standard. Hospitals that buy Avanos equipment and home healthcare providers using Avanos rely on the brand for continuity from inpatient to home care.

Orthopedic surgeons and anesthesiologists use Avanos pain-management products to cut opioid prescriptions; outpatient surgery centers (ASCs) and ambulatory clinicians increasingly purchase kit-based solutions. In 2025, ASCs perform over 60% of US outpatient orthopedic procedures, shifting buyer focus to efficient, bundled surgical supplies.

Avanos serves a mixed market: institutional buyers (hospitals, NICU/PICU/ICU, ASCs), post-acute and long-term care facilities, plus home health agencies and caregivers. Procurement managers who purchase Avanos equipment and distributors/wholesalers bridge manufacturer supply to clinicians and home infusion and enteral feeding customers of Avanos.

The Digestive Health segment-driven by enteral feeding in hospitals and home care-remains commercially critical, but Pain Management tied to ASCs is the fastest-growing buyer channel. Avanos has realigned field sales toward ambulatory surgery centers and ASC procurement, reflecting where outpatient orthopedic volume and kit purchases are concentrating; this trend materially shapes Avanos customer segments in hospitals and clinics.

North America concentrates Avanos customers and accounts for about 75 percent of revenue in 2025; home healthcare and ambulatory care providers are the core customers of Avanos as hospitals reduce inpatient stays.

Western Europe and Japan show accelerating uptake, especially for RF ablation; aging populations are driving a 7-9 percent annual growth in chronic pain interventions in these markets.

Avanos appears strongest in non-acute channels: home healthcare, outpatient surgery centers, and long-term care facilities where enteral feeding, respiratory, and wound-care products see high repeat usage and procurement volume.

Fastest growth in 2025 is in home healthcare and ambulatory surgery centers (ASC) for total joint and pain procedures; clinicians who use Avanos devices and procurement managers in ASCs increasingly prefer specialized suppliers as volumes rise.

Avanos deepened offerings for clinicians who use Avanos devices by acquiring Diros Technology in 2024 to add RF pain tools, broadening Avanos customer segments in hospitals and clinics without leaving Digestive Health and Pain Management. The move targets the same physicians and outpatient surgery centers that buy Avanos supplies and supports sales to procurement managers who purchase Avanos equipment.

By filtering new products through a strict high-margin, high-growth screen in 2025 and 2026 and exiting low-margin respiratory lines, Avanos protects gross margins above 60 percent, which keeps hospitals that buy Avanos equipment and clinicians loyal. Focused R&D and targeted sales reps maintain relationships with which medical professionals use Avanos products.

Repeat demand stems from ecosystem stickiness: enteral nutrition, wound care, and pain-management portfolios create bundled purchases for home healthcare providers using Avanos and long term care facilities. Renewal and cross-sell rates rose after Diros integration; therapy consumables drive recurring revenue from home infusion and enteral feeding customers of Avanos.

The key lever is focused vertical expansion into high-margin adjacent therapies-not geographic or unrelated-product diversification. This strategy preserved gross margins > 60 percent and increased average selling prices in Pain Management, so buyers of Avanos respiratory products in hospitals were deprioritized in favor of higher-return Digestive Health and Pain Management customers. See the Brand Story of Avanos Company for context: Brand Story of Avanos Company