This could be the most valuable advice given on OrthoStreams this year.
As you know, the U.S. healthcare system has undergone a seismic shift, moving from regional hospitals where surgeons held sway to consolidated health systems governed by VACs.
For small orthopedic device companies and sales reps, getting new products or services approved is tougher than ever. Only about 5% of products submitted to VACs make the cut, and traditional tactics like pitching to surgeons no longer suffice. In a recent Bone Chat discussion (full video here), industry veteran Mark Copeland shared a battle-tested strategy for navigating this complex landscape. Drawing from his insights and real-world examples, this guide offers 14 actionable steps to help you successfully sell orthopedic innovations in today’s market.
Why Selling Orthopedic Products Is Harder Than Ever
Before diving into the how-to, let’s unpack the challenges:
Health System Consolidation: With 60 hospital mergers annually from 2020 to 2024, health systems now dominate. For instance, Florida alone has 15 systems with 10+ hospitals, centralizing decision-making.
VACs as Gatekeepers: VACs, comprising executives, supply chain, risk m...
