🔸Inside Orthopedics

In this new world of less human touch, I am going to show you how to use Digital Marketing to get in front of surgeon customers and capture new sales leads.

Orthopedic sales process will be less "human touch".  Post-COVID you are unlikely to meet with a surgeon at the hospital or at the medical meeting. It's going to be a lot harder to get into the hospital. The days of bumping into new surgeon prospects in the hallway or Doctors lounge is OVER.  The days of meeting surgeon prospects at large medical meetings are over.

For more information, we can walk you through your Digital Marketing strategy and execution here - https://www.tigerorthoconsulting.com/digital-marketing/

Today, I am declaring today that…  Orthopedics is going bespoke and nobody can stop it!    In future procedures, implants will be designed and manufactured to fit the patient for better outcomes.  This will be the end of orthopedic implant sizes as we know them today.  This will be the end of inventory and closely fitting implants.

Augmedics just brought real life "x-ray vision" to US spine surgeons in real time.  I our discussion, CEO Nissan shares the story of how Augmedics started in 2014 and how they are leading augmented reality in spine surgery today, and where they may be going in the future.  Enjoy. 

READ also - 6 Questions with Nissan here - https://orthostreams.com/6-questions-augmedics/

Software is changing Orthopedics forever.  Believe it or not, in the near future, many Orthopedic companies will discount or even give away “medical devices", in exchange for the data.  

TODAY most orthopedic companies will say that they “sell implants, disposables and capital equipment…  and, by the way, we provide software for the surgery or tracking clinical results or steps.”  The software is a free service provided to sell more implants.

TOMORROW most orthopedic companies will say that they “sell data captured by software….  and, by the way, we provide implants, disposables and capital equipment.” The implants are provided to get the data. It’s flipped.

Follow me through this thought experiment. 

Then tell me what company will be first to leverage the new software profit model in Orthopedics. [ [email protected] ]

Mark provides insight into how a disruptive little startup, called Trice Medical, has created a brand new category in orthopedics and how they are executing today. Please excuse the cell phone skips during our conversation. You will be glad that you listened.  Enjoy.

Mark Foster on LinkedIn - https://www.linkedin.com/in/mark-foster-meddevice/

Trice Medical website - https://tricemedical.com/

Trice Medical was founded to fundamentally improve orthopedic diagnostics for the patient, physician, and payer by providing instant, eyes-on, answers. Trice has pioneered fully integrated camera-enabled needle technologies that provide a clinical solution that is optimized for the physician’s office. Trice’s mission is to provide more immediate and definitive patient care, eliminating the false reads associated with current indirect modalities and significantly reduce the overall cost to the healthcare system.

A “Sacred Cow” is a firmly held belief that is rarely questioned. The big orthos are not immune to Sacred Cows because of their defensive mindsets driven by a short-term finance goals.  I share 7 Sacred Cows that I see in Orthopedics today. 

An analysis of how the background of the Founder creates strengths/weaknesses for the startup business in the early years.  The Founder's strengths help to create the Founder's blind spots.  I dissect 7 Founder types by strengths/weaknesses and offer advice on early moves to compensate for weaknesses. 

I will share the one blindspot that the Big Orthos have that could bring them down in the future.  Time will tell if this Achilles Heal will kill them, or if they adapt. 

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This is a deep dive into how Orthopedic Companies can leverage Digital Media using new strategies and techniques. 

Lisa Denison and I cover these questions and more:

Lisa Denison can be contacted here - [email protected]

The first time this story has been told.  This is the real story of Danek as told by Ted Bird. Ted was there. He was one of the early employees at Danek and was part of the team responsible for the dynamic growth. In this podcast you will hear some great startup business practices, some brilliant gambles and the culture that enabled Danek to go from zero to world dominance in spine.