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 s...
