I am currently talking with and watching a hundreds of ortho startups trying to enter the US ortho market that have better simpler technologies, better patient outcomes and faster patient recoveries.
However, there is a problem. BOB is blocking their way.
"Big-Ortho-Barriers"
I coined "BOB" as Big Ortho Barriers to describe the selling walls built by the Big Orthos give them an unfair advantage in the market.
BOB represents the bureaucratic, cost-driven systems—hospital value analysis committees (VACs), supply chain managers, and corporate contracts—that prioritize financial metrics over clinical value.
BOB is preventing surgeons from accessing new, simpler, and potentially superior technologies, leaving patients with outdated or legacy implant options. This article explores how BOB operates, its impact on surgeons and patients, and why reform is urgently needed.
The Rise of BOB: When Access is More Important than Innovation
Ortho surgery has long been a field driven by innovation, with surgeons and medical device companies collaborating to develop cutting-edge implants and procedures. However, over the past two decades, the landscape has shifted dramatically. As hospitals conso...
