Look, I've been in this ortho game for decades, talking to startup people, reps, and surgeons.
Things have changed.... but the change has come so slowly that it's hard to see the scale of the change. It's a bit like the frog in the boiling pot.
I'm putting a change stake in the ground in 2015. This year marks the real turning point when hospitals flipped from tolerating sales reps to treating us like a problem that needed fixing.
That was the year the adversarial vibe kicked in hard. Hospitals started viewing reps not as partners bringing value and expertise to the OR, but as costs, securi...
