How a digital O.R. helps the smaller orthopedic players

I recently had coffee with the CEO of a small spine orthopedic device company.  In the course of our conversation, we talked about his challenges in selling his unique product into the US healthcare market.  Like many startups, his company was a “one trick pony”- they had one product.  This device, while innovative and potentially money saving for providers, was not what strategic Ortho companies would consider a “big ticket” item, in fact it was so much less costly than what currently was being used that it could be considered “disruptive”. 
There are hundreds of small ...