I recently shared a blunt thought on LinkedIn:
“I’ve come to the conclusion that everyone in orthopedics ‘says’ they want clinical data, but their ‘behavior’ says they don’t value it.
Tell me I’m wrong.”
The conversation that followed was insightful, with industry leaders weighing in on the disconnect between rhetoric and reality.
Here’s what stood out.
The Talk vs. The Walk
Sean Finnerty, a sales executive in biotech, agreed, pointing to Kuros Biosciences as a rare example of a company backing its claims with Level 1 clinical data. But many others echoed my sentiment. Scott Day from NovaBone and Dan Buerk both said, “You’re not wrong.” Mark Copeland, a value analysis expert, noted that while clinical data boosts sales confidence, it often informs decisions minimally in practice.
Selective Hearing in Science
Russell Bodner, an orthopedic surgeon, hit the nail on the head: “It’s like selective hearing loss. We take only the data that supports what we like to do and disregard the rest.” I couldn’t agree more—it’s almost psychological. We cherry-pick data that confirms our implant choices, ignoring conflicting evidence. This “in my hands” heuristic, as Michael Ormond from Stryker called it, reflects unconscious bias that shapes how science is interpreted.
Data’s Role in Scaling
Aaron Smith, X-CEO @ Artelon, offered a nuanced take: in commoditized segments, companies can skim by without data, but scaling to market leadership requires it. Michael Ormond added, “That which is claimed without evidence can be dismissed without evidence.” Payers, value analysis committees, and investors increasingly demand data, making it non-negotiable for long-term success.
Exceptions Prove the Rule
Jeff Tyber from Tyber Medical pushed back, highlighting their investment in clinical research for MDR CE Mark approvals. But as I noted, collecting data for regulatory purposes isn’t the same as using it for commercialization. Bill Hunter from Canary Medical asked a pointed question: “What major orthopedic devices in recent history were approved with clinical data?” It’s a reminder that the industry’s reliance on data is often overstated.
The Bottom Line
The orthopedic industry talks a big game about evidence-based medicine, but behavior tells a different story. Clinical data is selectively valued—prioritized when it aligns with biases or regulatory needs, but often sidelined in practice. Companies like Kuros and Tyber Medical are exceptions, not the norm. If we want to lead, not just compete, we need to walk the walk on data.