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...
