Today, most of your customers aren’t buying titanium or polyethylene anymore—they’re buying time.
If you think you're still in the business of selling implants, you’re already obsolete.
Today, the only currency that matters in a hospital or ASC is throughput: the raw velocity of moving a patient safely through the OR and turning the room for the next patient.
The most critical question about your strategy is: Are you increasing or decreasing throughput for your customer?
Ortho companies today have two fundamental product/service offering - one that adds friction and one that reduces friction for your customers.
Let's explore each offering.
1/ Throughput Friction (Decreasing Speed)
Most ortho companies are still selling widgets and increasing friction for their customers. This approach adds complexity and "taxes" the your customers resources. Often requiring pre-op CT scans/MRIs that add weeks of scheduling delays and extra radiation. It demands "big box" robotic consoles that clutter small ASC operating rooms and relies on fragmented, multi-tray instruments that bottleneck sterile processing.
The Result: You might sell a product, but you’re hurting the customer’s P&...
