"Orthopedic surgeons buy from those who teach.”
I learned this axiom from John Treace 30 years ago and it's still true today.
This is how surgeons have learned from medical school through out their entire career. They still prefer to be taught by other surgeon mentors. These surgeon teachers can be independently-acting surgeons, or surgeons working with a device company… like yours.
But you already know that "surgeons buy from those who teach". No big secret here. Orthopedic companies have been organizing and sponsoring events, training labs and dinners for decades. However, training has all changed with the COVID shift.
Surgeons are consuming training content online now.
Training in the new age
So in the new world, how do your orthopedic surgeons prefer to be taught?
Cadaver wet labs? No.
Organized teaching dinners? No.
Medical conferences? No.
Webinars? No.
On demand video content? Yes.
Orthopedic surgeons prefer to consume surgical training content on their own time. They want to stream it and pause it just like you do. They want to consume it on their laptop, or tablet or phone, just like you do.&...
