For most companies, the value of keeping close to customers is axiomatic. But for medical device firms, and those in orthopedics and spine in particular, the importance of close customer relationships rises to a whole other level. Because of the central role surgeons play not just as purchasers of products but as designers and developers of new technology as well, and often as educators and trainers, too, close contacts with key opinion leaders and designing surgeons begin well before any products are actually purchased.
But recently a host of skeptics and critics, some from within the government and some from without, has begun to...
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