Complex versus Simple

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).