In our industry, many ortho surgeons often stick with the products they know, even when newer options hit the market.
This reluctance isn't just habit—it's driven by deep-seated "moats" that orthopedic companies build to keep their customers loyal and deter switches.Think of these moats like the defenses around ancient castles: they protect the status quo by making change risky or cumbersome, while giving established players the edge to expand.
As George Savile, 1st Marquess of Halifax, wisely put it: “Moats can be both defensive and offensive weapons. In defense, they force enemies to attack at your strongest point. Offensively, they free up resources for bold moves against competitors. Great moats provide flexibility in strategy.”
Here are 10 key reasons why surgeons hesitate to switch products, framed as the moats orthopedic companies use to foster that loyalty. I've ranked them from the strongest barriers to the weakest, based on my experience—shoot me your thoughts at tiger@tigerbuford.com
1/ Limited Access to Alternatives (Strongest Barrier)
Big orthopedic giants secure exclusive contracts with hospitals or tie surgeons in through pricey robotic systems. This locks out small...
