Exactech

Advita Ortho ’s 15th annual Equinoxe masters course in Shoulder Arthroplasty was a spectacular success! Charleston is such a beautiful and charming city and Dr. Friedman was a wonderful and gracious host for our 250 attendees. Its been a great honor and privilege to have worked with Dr. Friedman these 15+ years and I was glad we could honor his amazing career and 40+ years of service to the Charleston community. Thank you to each of our amazing surgeon faculty for presenting Equinoxe Shoulder Multi-Center Research and for sharing your experiences and wisdom in the panel discussions. Finally, thank you to Lexi Matz , Josie Elwell , Min Kim , and so many others for your help preparing and executing our best-in-class industry sponsored medical education event.

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This week in Charleston SC we will host >250 attendees for our 15th annual Equinoxe masters course in shoulder arthroplasty. I'm looking forward to seeing many friends and introducing all the new attendees to Advita Ortho ; we have a lot to celebrate, including the amazing career of our course chair Dr. Richard Friedman. Hope everyone has a safe trip!

Congratulations to Miranda Bethencourt , Melvin Osei Opoku , Adrian Medina , Jack Gardner , Miranda Torres García , and Cooper Mastin for the successful completion of their senior design project! Josie Elwell and I were proud to work with each of these amazing students over the past year and sponsor their project. We challenged them to develop a surgical tool that can intra-operatively quantify bone quality - they exceeded our expectations by creating a working prototype for an impedance-based tool that was able to distinguish between different types of animal bone. I was truly impressed, especially by their ambition to tackle the more technologically advanced/challenging solution (developing a smart instrument vs a simpler mechanical solution). Each of these students has a very bright future and I whole-heartedly recommend them to any hiring manager that that considers them as they start each of their promising careers. Finally, thank you to Prof. Chris Geiger and UF Biomedical Engineering for the opportunity for Advita Ortho to work with your students and participate in UF’s senior design program.

📍 Basel, Switzerland 🇨🇭 It’s a pleasure to be involved with the IBRA - International Bone Research Association Ankle Osteoarthritis course every year where the talented, international Vantage Ankle team gets to train surgeons from around the world on our great implant. Dr. Victor Valderrabano is always an incredible host! Advita Ortho Steffen Reissig Zachary Tupper Cyril Hamad Bernabé R. Carsten Ingelmann Eduardo Saenz de Buruaga Ozores Nelly Reiter

Successful complex case with an exceptional team 👏 Honored to support Prof. Saeed Al Thani, Prof. Sherif Khaled, and colleague Hany Marzouk using the United Orthopedic system. United Orthopedic Corporation

Why global MedTech strategies often fail locally? One of the most common mistakes in MedTech is assuming that what works in a country will translate seamlessly to a different one. It rarely does. Data tells the story. Industry benchmarks show that 𝗳𝗲𝘄𝗲𝗿 𝘁𝗵𝗮𝗻 𝟯𝟬% 𝗼𝗳 𝗠𝗲𝗱𝗧𝗲𝗰𝗵 𝗽𝗿𝗼𝗱𝘂𝗰𝘁 𝗹𝗮𝘂𝗻𝗰𝗵𝗲𝘀 𝗮𝗰𝗵𝗶𝗲𝘃𝗲 𝘁𝗵𝗲𝗶𝗿 𝗽𝗿𝗼𝗷𝗲𝗰𝘁𝗲𝗱 𝗮𝗱𝗼𝗽𝘁𝗶𝗼𝗻 in new markets within the first 24 months. The gap is rarely about product performance, but it’s more about perceived value and execution. Take enabling technology in orthopaedics. In Australia, high adoption has been driven by hospital competition, selling prices, marketing value, and patient demand. In most of Europe, uptake has been significantly lower. Why? Different funding models, tighter capital approval processes, and less incentive for hospitals to differentiate commercially. Same technology -> 𝘝𝘦𝘳𝘺 𝘥𝘪𝘧𝘧𝘦𝘳𝘦𝘯𝘵 𝘰𝘶𝘵𝘤𝘰𝘮𝘦. Global strategies are often built on scale and standardisation. But healthcare systems are fragmented, with local nuances in procurement, clinical decision-making, and economics. The result? Strong technologies underperform because value proposition is not adapted or simply because the value they bring is different. What I learnt is that global vision sets direction, but organizations need to 𝗰𝗿𝗲𝗮𝘁𝗲 𝗿𝗼𝗼𝗺 for local markets to use their insights to drive adoption. To my network: where have you seen this play out?