Ok, what is a Confusopoly ?
Definition: A confusopoly refers to a market strategy where market leaders intentionally create complexity around their products or services, making it nearly impossible for consumers to easily compare options based on price, features, or quality. This tactic is particularly evident in the realm of large medical device companies, where the intricacies of product offerings, pricing models, and technical jargon can obscure transparency, hinder informed decision-making, and lead to customer inertia, effectively locking in healthcare providers and ultimately affecting patient care and costs.
How do the Big 7 Orthos leverage Confusopoly tactics to keep out the competition?
The Ortho Industrial Complex (aka the Big 7 Orthos – J&J MedTech, Medtronic Spine, S+N, Stryker Ortho, ZB, Arthrex, Glovasive) carries out Confusopoly tactics in 5 ways.
Product Complexity: These companies often offer a vast array of products, from different types of implants like hip and knee replacements to various spinal fusion devices. Each product might have multiple versions or configurations designed for specific surgical needs or patient demographics. This complexity makes it ...
