Measuring the right metrics will help your company be successful.
Surgeons will tell you they love the implant. Reps will tell you the territory is about to break open. Hospitals will tell you the VAC is “moving.” None of that pays the bills or funds the next tray build. The numbers do.
If you are Small Ortho, the wrong metric will convince you that you are winning while cash and surgeon attention are both leaking out the side.
If you are Big Ortho, the wrong metric will let you defend share on a spreadsheet while a dedicated competitor quietly takes the cases. Growth follows the scoreboard you actually manage. Pick the wrong one and you will optimize a business that cannot scale.
“What gets measured gets managed" - Simon Caulkin
Scoreboard for Small Ortho
Small Ortho has no business talking about market share. The primary KPI is surgeon adoption, not revenue and not share. Share is a fantasy until you have a base of surgeons who will actually do the case again.
Catalyst OrthoScience [ https://catalystortho.com/ ] is an example. Surgeon-founded, shoulder-focused, still well under $100 million, and not yet profitable — which is normal at that size. Since the first case in 20...
