Making the case for Generic Orthopedic devices

GENERIC DEVICES – IT’S ABOUT DISTRIBUTION (Orthopedics This Week)

Generic orthopedic devices can replace 80% of implants sold by conventional vendors, says Stephen Lichtenthal, vice president of business development for The Orthopaedic Implant Company.
Designs and improvements in technology have plateaued in orthopedics. This mature market is ready for the final cycle of economics, says Lichtenthal.
He argues that removing the “omnipresent” sales rep from the operating room, combined with low R&D costs creates the opportunity to generate cost savings for hospitals. It’s not about manufact...