Many of the lessons that Tom Afzal has applied throughout his career he learned while working at American Hospital Supply Corporation—one of the largest medical device companies in the ‘70s-‘80s—his first professional position after college. As part of a management path program, Mr. Afzal was required to work in many functional areas of the company—sales, marketing, finance, production, R&D, quality, etc.

The spine market’s evolving reimbursement landscape can be hard for device companies and surgeons to navigate. While at NASS, we asked reimbursement expert Kim Norton for a high-level view of the reimbursement shifts taking place today. Ms. Norton is Vice President of Reimbursement for Simplify Medical and serves as a consultant, including in reimbursement and payor relations for Aesculap.

Ortho Spine Partners' business model is new to us. Using complementary perspectives from device company and hospital purchasing sides as a team approach, they serve as hired strategists and executors for product commercialization and corporate activities. Orthopedics is a relationship-driven industry, and the modern sales process requires different relationships. OSP's leadership is betting that its surgeon, hospital, sales rep and device company contacts, as well as its out-of-the-box thinking, can be leveraged to provide small partnering companies with national scale typically not attainable by young companies.

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