The 2026 NHS is not a market for "vendors" but for "transformation partners". Success will require an enterprise-wide realignment, from R&D to sales, to the new "digital-by-default," "value-over-volume," and "net-zero" reality of the NHS. Companies must move away from transactional selling and toward a model of shared risk and long-term partnership, demonstrating how their technology helps the NHS achieve its 2% annual productivity ambition while dramatically reducing waiting