🔸Inside Orthopedics

Stu and I talk about the changes happening in orthopedics. Stu walks young sales reps in how best to start out. Then for those experienced sales reps in a big organizations who are frustrated, Stu offers a way out, a way to achieve control and agency in their sales career - the Broker Rep. The Q&A flow. Stu, before we dive in...  tell us about your journey.  How did you move from working in sales for DePuy to becoming a Change Agent in sales? How has this diverse experience across different positions and companies shaped your approach to driving change and innovation in the industry? You have been in orthopedics sales for 30 years... what has changed? What are the most dramatic changes in the last 5 and 10 years? Where is the true power in the market for the big 5 Orthos? How has the earning potential of 1099 and W2 reps changed over time? How are non-competes deployed with new salespeople and what are the implications of signing non-competes? What are some ways salespeople get marginalized today with product line changes, commission changes, territory changes, etc? What is a Device Broker and why should some salespeople consider being a  Broker? What are the limits of an Agent Broker in orthopedics? What are the advantages for Orthopedic surgeons and facilities to work with a broker? Who is your ideal customer? Who is not a good fit to work with you or a Broker? Could you tell me how listeners can find out more about you and ASCdx ? --- Support this podcast: https://podcasters.spotify.com/pod/show/tigerbuford/support

Episurf is a Swedish company who has brought 2020s technology into resurfacing implants with patient matching and 3D printed implants. Episurf is a very careful EU company that has invested in clinical studies for their Episealer implants. They have excellent clinical outcomes and have received US clearance for the Patellofemoral implant system. They are coming to America! Website - https://episurf.com/ Enjoy the discussion. --- Support this podcast: https://podcasters.spotify.com/pod/show/tigerbuford/support

Finally, finally, finally... a company has solved the instrument and implant logistics problem.  If you are an owner of instrument cases, this is a no-brainer. You should start a Quest pilot next week.  You will literally double the effectiveness of these assets.  Website - https://qmedinnovations.com/ --- Support this podcast: https://podcasters.spotify.com/pod/show/tigerbuford/support

I predicted about the coming of Smart Implants on OrthoStreams back in 2012. Today, Bill Hunter and his small team at Canary are actually doing it. They are bringing “talking” orthopedic implants to market that can predict problems before the patient even knows there is a problem.  FDA clearance is imminent. Zimmer is “all-in” with this new technology in their flagship TKA brand. Listen and learn more about how Canary is ushering in the future of orthopedics with the first true smart implants. Website - https://canarymedical.com/ Enjoy --- Support this podcast: https://podcasters.spotify.com/pod/show/tigerbuford/support

This is about career sabotage.  Orthopedic professionals miss out on startup opportunities every day by doing these 10 things.  --- Support this podcast: https://podcasters.spotify.com/pod/show/tigerbuford/support

The holy grail of biologic fixation has arrived.  Yes, I am talking about biologic bone fixation with the strength of a metal implant.  --> Enter Ossio In this episode, I interview Orahn Preiss-Bloom, the Founder and 1st CEO of Ossio. Orahn will walk you through the very early days of this startup, the wins, the challenges, and ultimate how little Ossio is positioned today to redefine bone fixation without permanent implants. Enjoy. To learn more about Ossio visit - https://ossio.io/  --- Support this podcast: https://podcasters.spotify.com/pod/show/tigerbuford/support

It's rare that the perfect tools are available at the perfect time. --> Enter ExplORer Surgical ExplORer  offers tools for orthopedic device companies at the perfect time during the Covid era and beyond.  ExplORer's new tools will improve the performance of your device in the OR, will save time and steps for the OR team, and will enable remote case support for your sales force.   In this Q&A interview with the CEO you will learn about what the tools are, why they are so important, and how they developed the tools. Enjoy.  https://explorersurgical.com/ --- Support this podcast: https://podcasters.spotify.com/pod/show/tigerbuford/support

Software is slowing eating orthopedics.  Enhatch is exhibit one here.  Enhatch is a pure software player, but they are not actually eating orthopedics so much as they are making the hardware better (implants, instruments and robots). They are a fast nimble startup, and when COVID hit, they quickly created a new tool called RepVision that enables remote rep support in the OR using a standard iPad. Enhatch is a truly forward thinking startup in orthopedics. Enjoy.  --- Support this podcast: https://podcasters.spotify.com/pod/show/tigerbuford/support

Once COVID hit, reps were kicked out hospitals making it difficult to support orthopedic surgeries.  Enter Avail Medsystems.   Avail has the technology to bring a virtual rep into the operating room on demand.  They have the perfect technology solution for OR support at the perfect time in history. Read more Q&A with Avail  - https://orthostreams.com/2020/06/6-questions-with-daniel-hawkins-ceo-at-avail-redefining-surgery-support-in-the-new-world/ --- Support this podcast: https://podcasters.spotify.com/pod/show/tigerbuford/support

In this crazy year in 2020, I realized that we are entering a whole new world in the orthopedics industry, that I call it Orthopedics 3.0.   So let me walk you down the history of the other major changes in Orthopedics 1.0 in 1960, Orthopedics 2.0 in 1980, and show you how 3.0 is a complete sea change.  I will share examples of how Orthopedics will never be the same again.  Fasten your seat belts.  You can CONTACT Tiger at: Email:        tiger@tigerbuford.com Web:          https://orthostreams.com/ Twitter:       https://twitter.com/TigerBuford LinkedIn:    https://www.linkedin.com/in/tigerbuford/ Podcast:     https://www.tigerbuford.com/podcasts/ --- Support this podcast: https://podcasters.spotify.com/pod/show/tigerbuford/support

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/ --- Support this podcast: https://podcasters.spotify.com/pod/show/tigerbuford/support

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. --- Support this podcast: https://podcasters.spotify.com/pod/show/tigerbuford/support

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/ --- Support this podcast: https://podcasters.spotify.com/pod/show/tigerbuford/support

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. [ tiger@tigerbuford.com ] --- Support this podcast: https://podcasters.spotify.com/pod/show/tigerbuford/support

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. --- Support this podcast: https://podcasters.spotify.com/pod/show/tigerbuford/support

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.  --- Support this podcast: https://podcasters.spotify.com/pod/show/tigerbuford/support

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.  --- Support this podcast: https://podcasters.spotify.com/pod/show/tigerbuford/support

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.  Subscribe:  https://www.tigerbuford.com/newsletter/ Connect:    https://www.linkedin.com/in/tigerbuford Read:         https://tigerbuford.com --- Support this podcast: https://podcasters.spotify.com/pod/show/tigerbuford/support

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: How do Orthopedics companies use digital marketing today? How should Orthopedics companies use digital marketing? Which social media platforms are the best for reaching surgeons and patients? Walk me through some real example with details, timings,  costs etc  What are the metrics of digital media versus traditional  orthopedic marketing?   For instance, how does a company do a targeted FB ad?  Walk us the through the mechanics. Talk about the cycle of experimenting, AB testing and how to make changes on the fly. What are the laws regarding promoting to an individual doctor's practice?…   and how do conservative orthopedic companies and progressive orthopedic company play this? When should a small orthopedic company outsource their digital media and when should they insource it? Lisa Denison can be contacted here - mdtr.denison@gmail.com --- Support this podcast: https://podcasters.spotify.com/pod/show/tigerbuford/support

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. --- Support this podcast: https://podcasters.spotify.com/pod/show/tigerbuford/support