I talk with orthopedic folks in different companies every day. It astonishes me how many people in our industry get caught up in the inertia of the successes of the 20th century. When business is healthy and growing, people fall back into historic business behaviors.
While these default orthopedic folks are sleeping, new disruptive orthopedics companies are challenging the status quo with a new thinking in orthopedics.
Let me share a few examples.
Product
Old thinking - Our product is implants and instruments. Implants are made in a variety of sizes (like clothes). We sell implants and some disposables.
New thinking - Our product is the data that is captured by devices including diagnoses systems, imaging systems, tracking systems, and clinical outcomes systems. Implants are made on demand just-in-time for each patient. We will be selling data in the future.
Sales
Old thinking - Sales people need to make sure that the product is inside the right OR and is ready for use. Sales people should spend most of their day driving, working on case prep and case support. Reps should be inside the OR during the case to make sure there are no mistakes, and to keep the competition awa...
