Smaller Players See Opportunity In Large Joints

The business of selling hip and knee implants is dominated by five principal players whose grips have been impossible to break as surgeons have become comfortable working with these market leaders. But health care reform, the sagging economy and other external interferences are putting pressures on hospitals to save money wherever they can, and these pressures could create openings for smaller players. These companies are pushing new technologies – such as robotics and customized implants – as well as different business models – including a plan to get rid of the orthopedic sales rep – to grab a larger piece of $11 billion industry in the next few years. But the Big Five are notoriously tough to beat.