As we prepare to enter 2026, Surgeons are still being blasted with features, features, features at medical shows and over social media.
"Our 3D printed cage has the best bone biology interface, truss design, open architecture, surface roughness... blah, blah, blah"
This is the wrong approach and unfortunately, this is the narrative that many ortho companies are leading with.
As you know surgeon's aren't making the product decisions any longer - the hospital business is making the decisions.
What do hospitals and ASCs really want?
Less trays.
Less steps in surgery.
Less OR time.
Less labor needed to cover a case.
Cost savings and reimbursement improvements.
Along with... real and significant clinical benefits.
Don't believe me? Listen to a real customer.
In a candid BoneChat discussion with Joe Colonna, he told us what new products need to be considered. BTW, Joe purchases $1.3B worth of supplies each year for Piedmont Healthcare's 22 hospitals in Georgia.
Paraphrasing what Joe explained:
"New products must demonstrate clinically significant (not incremental) improvements, real cost reductions, or reimbursement offsets (e.g., via CPT codes).
Claims like reduced lengt...
