A quick look at the unintended consequences of orthopedic product design.
In orthopedics, I lead R&D teams for decades and saw how high-profile podium orthopedic surgeons had a bias towards complexity. I sometimes felt like we were designing Cesna airplanes by talking to fighter pilots. The super-surgeon simply could not relate to the average surgeon.
The KOL choice for design guidance led to overly complex implant/instrument systems.
Here are the facts of Complex and Simple:
Complex
Complex products cost more.
Complex products require more sales/marketing to explain the benefit.
Complex products require more surgeon training.
Complex products require more instrumentation or support systems.
Complex products require a sales rep in the room ($$$).
Complex products create a higher switching cost by the surgeon customer (more loyalty).
Simple
Simple products cost less to manufacturer and ship.
Simple products require less sales/marketing to explain the benefit.
Simple products none or less surgeon training.
Simple products require less instrumentation or support systems.
Simple products do not require a sales rep in the room.
Simple products have a lower switching cost by the surgeon customer (less loyalty).
