The Momentum Is Real: Wound Care Is No Longer a Niche
- Nikki Johnston
- Jul 5
- 3 min read
Let’s get one thing straight: wound care is not a specialty on the sidelines anymore.
It’s growing. It’s profitable. And it’s being noticed.
According to recent reports, the global advanced wound care market is expected to hit $11.8 billion by the end of 2025, with sustained growth driven by aging populations, chronic disease prevalence, and demand for innovative treatments (MarketsandMarkets, 2024).
And from where I sit (working with mobile teams, outpatient programs, and emerging startups) I can tell you: that growth isn’t just theoretical. It’s happening on the ground, every day.
Wound Care Is an Industry on the Move
What used to be a quiet corner of outpatient medicine is now:
A revenue-generating service line for health systems
A high-demand specialty for APPs looking to grow their scope
A viable startup model, especially in mobile delivery
A serious investment category for medtech and digital health innovators
Companies like Mölnlycke, Convatec, and 3M are expanding production, acquiring tech, and scaling infrastructure. Clinics are launching wound care service lines to compete locally and diversify financially. Even private equity is getting louder about its role in scaling these operations.
This isn’t a trend. It’s a transformation.
The Business of Wound Care Is Becoming… a Business
The organizations I work with are no longer asking,“Should we add wound care?”. They’re asking: "How do we do it right?”, “How do we train our providers?”, “Are we leaving revenue on the table?”
That shift from clinical curiosity to operational execution is what excites me most because it means people are starting to treat wound care like what it actually is: A powerful blend of clinical outcomes and smart systems thinking.
Regulatory Tightening Is Not a Setback—It’s a Signal
Yes, CMS is introducing prior authorization for skin substitutes in traditional Medicare.
Yes, documentation standards are tightening.
Yes, LCDs are being watched closely.
But that’s not a reason to slow down. That’s a reason to step up.
Stronger rules are often a sign that a field is maturing. It means more visibility. More investment. More scrutiny, yes, but also more legitimacy.
Where the Opportunities Are Now
If you’re in this industry or thinking about getting in, here’s where I see momentum building:
Mobile wound care, especially in markets with underserved homebound populations
APP training, documentation coaching, and onboarding support
Operational audits that uncover revenue leakage and compliance risk
EMR and workflow alignment for faster billing and fewer denials
Startups and solo practices launching wound programs to diversify offerings
And at Kindling Consulting, we’re right in the middle of it. Helping founders launch. Helping providers feel confident. Helping teams stay compliant and profitable.
Final Thought: Don’t Wait for the Industry to Catch Up
Wound care isn’t on the rise. It’s already rising.
The question is whether your organization is positioned to grow with it or watching from the sidelines.
If you’ve been waiting for a “sign” that this field is worth investing in, building around, and scaling strategically, this is it.
Let’s build smart, compliant, and patient-centered systems that rise with the momentum.
📈 Want to explore where your opportunities might be hiding? Book a discovery call today.
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