Intelligent medical products are reshaping the business of healthcare. This point of view explores the challenges they create for the product portfolios of medtech, pharma, and biotech organizations, and proposes four key strategies to succeed on this transformative journey and realize the vast opportunity these products present.In the last decade, pharma, biotech, and medtech companies have all been investing in and acquiring intelligent medical products, with many more in the pipeline.These solutions form an increasingly broad suite of software-based products that acquire patient data, analyze it, and use it to provide medical insights upon which diagnoses, or healthcare interventions, are made. These fall into two camps. One involves adding software and connectivity to physical medical products, such as heart-rate monitors. The other involves creating entirely software-based medical products (Software￾as-a-Medical Device, or SaMD), such as AI tools, to gather insights from medical sensor data or apps that incentivize drug adherence.