Tiger Buford – retained recruiter dissecting orthopedics 
For many emerging orthopedic device startups, the conventional path involves building a business around a sales representative-driven model. This typically includes launching a debut product supported by field service, surgical training, and autoclavable trays.
However, I have found that a growing number of innovative startups would benefit from rethinking this approach and embracing a “rep light” business model from day one—particularly one centered on a single-use disposable sterile kit.
Opting for a repless strategy, especially with a single-use kit, offers a range of advantages that can set a startup on a strong foundation. Here are five key benefits to consider:
- Reduced Sales Costs: By eliminating the need for a traditional sales force, a repless model paired with a disposable kit slashes overhead expenses.
- Streamlined Workforce: With no representatives required, the company can operate with a leaner team, focusing resources on product development and customer support.
- Lower Payroll Requirements: A smaller staff translates directly into reduced payroll costs, freeing up capital for growth.
- Inventory Efficiency: Single-use sterile kits minimize the need for extensive inventory management, cutting storage and sterilization costs.
- Enhanced Cash Flow: The combination of lower expenses and efficient operations can significantly boost cash flow, fueling sustainable expansion.
So, how does an orthopedic startup transition to a repless model with a single-use disposable sterile kit as its cornerstone? Here’s the roadmap—though the second step often proves the trickiest:
- Target ASCs: Hone in on Ambulatory Surgical Centers (ASCs), where cost-efficiency and simplicity are paramount, making them ideal for adopting single-use solutions.
- Niche Product Focus: Launch with a single, standout disposable sterile kit to sharpen your market focus and simplify operations.
- Single-Use Design: Create a disposable kit that outperforms traditional autoclavable trays in convenience, sterility, and performance.
- Strategic Geographic Focus: Start by targeting select Metropolitan Statistical Areas (MSAs) to establish a strong presence, then leverage the resulting cash flow to expand awareness into new regions.
- Leverage Social Media and Digital Tools: Rise above the noise of endless orthopedic product features by differentiating your brand with a streamlined, digital-first approach:
- Simplify your messaging: What is the #1 advantage of your product.
- Be Different on LinkedIn: Post real product usage video on LinkedIn (daily).
- Stand Out on YouTube: Produce concise, high-quality videos highlighting the simplicity and effectiveness of your single-use kit, cutting through the clutter of complex feature lists.
- Streamline with an Automated Sales Funnel: Create a simple call-to-action (send me product info to my email, send me a demo sample, etc.). All materials must point to this call-to-action.
To illustrate the success of the repless orthopedic business model, here are five real-world examples of companies that have developed treatment-specific single-use products that can be sold and serviced directly:
1/ Mission Surgical Innovations – Clever and simple carpal tunnel release procedure in a deposable kit called, SafeView.
http://www.safeviewsurgery.com/
2/ OrthoFundamentals – The only SI fusion sterile-packed procedure kit that is FDA cleared.
https://orthofundamentals.com/
3/ Icarus Medical – Patient-specific braces to offload PFJ.
https://icarusmedical.com/
4/ Green Sun Medical – Childhood scoliosis treatments without surgery.
https://greensunmedical.com/
5/ Endeavor Orthopaedics – The only sterile patella fracture repair kit in the world.
https://www.endeavorortho.com/
