If you are the leader of an emerging orthopedic company, I’m going to guess that your company has a unique thing that differentiates it in the market… and only one thing. This is your Secret Sauce. Your secret sauce is your raison d’être. This is your unique value proposition for the market.
As a comparison, the big 5 Orthos have no secret sauce. They win in the marketplace because they have iron contracts, massive distribution, a ridiculous breadth of product lines and mountains of cash. Scale, but no sauce.
Know your Sauce
As a small company, your secret sauce will make or break your business. You must know exactly what it is. Your secret sauce could be literally anything. Let’s look at some examples.
The sauce could be in the area of a:
better clinical study model (BalancedBack),
cheaper delivered implants (OrthoDirectUSA),
better inventory organization (GEO),
new treatment (Active Implants),
better product (OsteoRemedies),
better clinical analytics (TracPatch),
better surgical training (Osso VR),
better patent (KFx),
better software (EnHatch),
better future surgery avoidance (NuVasive / Ellipse Technologies),
better intra-operative data (Augmedics),
better impl...
