By Tiger Buford
🔸Inside OrthopedicsAug 15, 2022
#43 - Anatomy of a startup - Discussion with the Vic Nunes, the CEO and Founder of QMed Innovations (58 mins)
You will literally double the effectiveness of these assets.Website - https://qmedinnovations.com/
#42 - Anatomy of a startup - Q&A with Bill Hunter, CEO of Canary Medical (55 mins)
#41 - How to prevent yourself from ever joining a Startup (5 mins)
This is about career sabotage. Orthopedic professionals miss out on startup opportunities every day by doing these 10 things.
#40 - Anatomy of a startup - Q&A with the Founding CEO of Ossio (51 mins)
The holy grail of biologic fixation has arrived. Yes, I am talking about biologic bone fixation with the strength of a metal implant.
--> Enter OssioIn 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.
To learn more about Ossio visit - https://ossio.io/
#39 - The new Digital Playbook for Orthopedic Procedures with ExplORer Surgical co-founder and CEO Jennifer Fried (38 mins)
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.
#38 - Intelligent surgery and the future of orthopedics with the Peter Verrillo, the CEO of enhatch (53 mins)
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.
#37 - The Future of Surgery Support with the Avail CEO, Daniel Hawkins (60 mins)
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/
#36 - The Birth of Orthopedics 3.0 (10 mins)
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:
#35 - How to capture sales leads in the new COVID world (9 mins)
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/
#34 - Orthopedics is going bespoke (13 mins)
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.
#33 - Anatomy of a Startup - Q&A with the Founder and CEO of Augmedics (29 mins)
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/
#32 - The New Business Model in Orthopedics (10 mins)
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@example.com ]
#31 - Anatomy of a Startup - Q&A with Mark Foster, CEO @ Trice Medical (42 mins)
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.
#30 - Sacred Cows in Orthopedics (8 mins)
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.
#29 - The Founder Effect in Orthopedic Startups (12 mins)
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.
#28 - The End of Big Ortho Dominance (6 mins)
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.
#27 - How can Orthopedic device companies leverage digital marketing (58 mins)
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 - firstname.lastname@example.org
#26 - Anatomy of a Startup - How little Danek became the largest spine company in the world (68 mins)
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.
#25 - Anatomy of a Startup - Q&A with Marty WynKoop, co-founder of OrthoHelix (58 mins)
An inside look into a successful orthopedic startup (OrthoHelix) from inception to being acquired. The story is told by Marty Wynkoop, co-founder and head of operations, sales and marketing. Marty shares nuggets of wisdom on how to build value in an orthopedics startup, hiring, funding, developing products, focusing on profitability and more.
#24 - Anatomy of a Startup - Q&A with Dr. Brett Sanders, Founder of Tensor Surgical (34 mins)
This is a look inside a surgeon-founded startup that is disrupting the orthopedics industry, in this case, arthroscopy. An interview with Dr. Brett Sanders is an Orthopedic Surgeon who has re-invented trans-osseous arthroscopic tunneling fixation with some very clever cost-effective tools. His startup is called Tensor Surgical. http://tensorsurgical.com/
#23-Real Career Advice for Engineers working in Orthopedics (12 mins)
I share 16 specific pieces of advice. This is real-life coaching for Engineers who want to accelerate their careers in our industry. Nobody else in going to tell you this stuff. I wish I had know these stuff when I was starting out in Orthopedics. Enjoy.
#22 - Six Hiring Mistakes that can Kill an Orthopedic Startup (8 mins)
Don't blow it early. The first 5 to 10 people that you hire in will either set your company up for success or break your company. I discuss six hiring mistakes that I have seen in early stage orthopedic companies.
#21 - How to create innovation in orthopedics (10 min)
Want innovation? Interation could be the killer app for creating game-changing innovation today in orthopedics.
Successful innovation giants that we all know like Danek, SpineTech, Kyphon, Arthrex, MAKO, Hand Innovations and Mazor Robotics used iteration to innovate.
I will teach you how to use innovation today in your company.
#20-Anatomy of a startup - 1st conversation with Erik Paul, CEO of Exiom who is bringing 3D printed casts to the US for better early fracture immobilization (17 mins)
3D printing is the most significant advance in fracture immobilization in decades and Exiom has the best solution.
Listen to this "live" interview with the CEO of Exiom, Erik Paul. You will get the inside scope on the origins of the technology to grass roots commercialization here in the US.
Software makes a better cast or brace for your child or loved one. You will start to see these in Emergency rooms everywhere.
#19-Anatomy of a startup - 1st conversation with the Micro C Founder, Dr. Greg Kolovich (30 mins)
How does a surgeon take an idea and turn it into a solution that will change imaging in the operating room forever?
Listen to this "live" interview with the Founder of Micro C, Dr. Greg Kolovich. You will hear the story of product concept through design freeze, before FDA submission of his invention.
Micro C is reinventing what is possible imaging in the operating room with handheld mobile fluoroscopy. https://www.microcimaging.com/
#18 - A Random discussion between Joe Hage and Tiger Buford (41 mins)
Eavesdrop into a cell phone conversation between Joe and Tiger. We discuss a variety of topics, including: orthopedics buying decisions, LinkedIn, building medical device communities with digital marketing, the future of work, virtual consulting, and marketing direct to patients.
#17 - The 7 Benefits of Working Inside a Startup (7 mins)
This one is for my orthopedic friends who think they might want to work inside a startup but don’t really understand the upsides. I share the 7 real-world advantages of startup work in orthopedics.
#16 - Why good people get stuck inside big Orthopedic companies (5 mins)
This one is for orthopedic professionals working in big orthopedic companies and have an interest in moving to a smaller orthopedic company. I share insights into how good people stuck and become "institutionalized". Don't become the frog.
#15 - Are you ready for a Startup? (9 mins)
Most people do not know if they would excel inside a startup. Answer 8 simple questions to see if you have the RIGHT STUFF. Take the startup test and see if you pass. Good luck.
#14 - An inside look at a successful startup – Ellipse Technologies (17 mins)
How did Ellipse go from a product concept to an irresistible takeover target 8 years later? I share 10 insights into this real-life success story from the early days to acquisition. I was there.
#13 - Who is Reinhold Schmieding? (20 mins)
The story of how the Arthrex founder went from a startup to the king of Sports Medicine using a different focus and style from all the other Orthopedic giants. Today, this little known executive is worth $5.9B (the 108th richest American).
#0 - Introduction to Inside Orthopedics (2 mins)
In this series, you will hear unique insights into the orthopedic industry. Tiger will share trends, emerging startups that he believes are poised for success, and new ways of looking at successful orthopedic businesses. NOTE - Tiger has no allegiances or obligations to anyone in the industry so he can share honest insights about what he sees. Enjoy.
#11 - The Secret Weapon for Orthopedic Startups (8 mins)
Startups can use RISK as a competitive weapon. I share the experience at Ellipse Technologies where we used this weapon to blow past the competition and go from $0 to a $400M valuation.
# 9 - Why you should Fire your Marketing Leader (9 mins)
Marketing leaders make alot of mistakes, especially in Orthopedics.
Here I share 6 Red Flags to look for that you may need to make a change to your Marketing leadership.
#8 - Why you should fire your R&D Leader (6 mins)
If your new product pipeline is not robust, then your R&D Leader could be the problem. I review 8 specific Red Flags to look for in your R&D leadership.
#7 - Six Early Hires that will Breed Success in your Orthopedic Startup (8 mins)
Startup CEOs often ask for advice on the what kind of people to bring in early and in what order. I will share my thoughts on the first six people to add.
#6 - Dynamite for your Orthopedic Company (9 mins)
5 traits to look for when hiring entrepreneurs to inject innovation into your orthopedic company.
#5 - Dear CEO, the Future of Orthopedics is Software (7 mins)
Dear CEO, the future of orthopedics is software.
#4 - An Open Letter to Orthopedic Companies (5 mins)
Stop being ordinary!!!! It's time to be Remarkable.
#3 - Why the orthopedic startup IDEA doesn't matter (5 mins)
#2 - Hot Startups in Orthopedics *just my opinion* (19 mins)
#1 - The Future of Marketing in Orthopedics (10 mins)
Why today's marketing techniques are broken.
A look at how marketing will be executed in the future.