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Surgeon adoption is a key factor in the commercialisation of medical technologies. But what influences whether a surgeon chooses to adopt a new product in clinical practice?
A recent article published in The Armchair Analyst explores this question through the real-world reflections of an experienced surgeon, “Surgeon Dan,” using Orthocell’s nerve repair product, Remplir™ for Nerve-sparing Robotic Assisted Radical Prostatectomy (NS-RARP).
Below is an excerpt, in Surgeon Dan’s own words:
“Getting surgeons to switch products can be hard.
We get used to doing procedures in our own way, with our own product set.
So new products that come to market, looking to displace existing products, can’t just be equivalent.
They need to be markedly better for a surgeon to make the switch.
Alternatively, if there is a true unmet need, then adopting those products is a much easier decision.
That is what I saw when two Orthocell (ASX: OCC) reps came into my practice three weeks ago to demonstrate Remplir’s ability to restore erectile nerve function for men who have had prostate cancer.
Because this is a true unmet need.“
This perspective highlights the practical realities of surgeon decision-making – where familiarity, workflow and demonstrable benefit ultimately determine whether a product is adopted in practice.
Read the full article[/vc_column_text][/vc_column][/vc_row]
