I keep reading about the multiplicity of device options that orthopedic surgeons have with all the choices of implants, trials, constraints, angles, coatings, poly, PEEK combos, etc. All available in the OR if the surgeon needs it.
This is old thinking from Orthopedics 2.0 Optionality, that started way back in the 1980’s.
Todoy we are experiences the Orthopedics 3.0 Automation era… but we are quickly entering Orthopedics 4.0 Predictive era.
The old 2.0 thinking should be breed out of us in the 2020’s.
Why is the industry so obsessed about more implant choices?
Is this driven by the surgeons?
…by the device companies?
… or by both?
Choice is killing orthopedics.
I believe that most of the business problems in an orthopedic device company are linked to having too many implant choices and too much product complexity.
Complexity is not the answer.
More complexity creates:
- more capital tied up in inventory
- more shipping
- more cleaning and reprocessing
- more product processing
- more implant packaging
- more surgeon training
- longer times in surgery
- and the need for more service reps