EP Device Reps - EP Ablation Shift to ASCs Impact on Sales

Most reps selling EP devices still think in buildings. The relationships are in the hospital. The EP lab is in the hospital. The quota math assumes hospital volume. CMS changed that on January 1, 2026. Cardiac catheter ablation procedures - cases performed exclusively in hospital electrophysiology labs for decades - are now reimbursed in ambulatory surgery centers. The key EP ablation codes went live in ASCs on the first day of this year. Wall Street noticed. Analysts flagged the change as a direct volume accelerator for Abbott, Boston Scientific, Johnson & Johnson MedTech, and Medtronic. But the commercial story is not the stock story. The question is not whether volume will move. It already is. The question is: who owns the relationships at the ASCs where it's going? Hospital EP teams and physician-owned ASC ownership structures are rarely the same people. The champion you built over three years in the hospital EP lab may have zero jurisdiction over purchasing at the ASC where the procedures are migrating. The reps who win this shift will not be the most technically fluent. They will be the ones who mapped their territory by procedure, not by building, before the volume moved. I'm writing about what commercial teams need to do specifically in Wednesday's newsletter. Link in the first comment. What are you seeing in your market? Has your EP volume stayed hospital-side, or are you watching it start to shift?