So far, it's been Mako vs, Biomet, Stryker, Zimmer and DuPuy in the knee replacement market... partial knee replacement vs. total knee replacement. For the numbers guys, you all know that the marketing and evangelizing by Mako hasn't made a dent so far in mkt share. The choice by BB to enter the partial knee replacement mkt first is very telling - it VALIDATES everything Mako has been saying about the benefits of partial vs total knee.
We all know that the big boys don't believe in partial knee replacement. They throw a bone to it (no pun intended), but their preference is that patients opt for total knee replacement (uni-knee replacement is too hard for surgeons to do without robot assist).
Wouldn't it be beneficial to Mako to have BB also evangelize and be a proponent of partial knee replacement over total knee?
I say - Welcome, BB, to the Partial Knee Replacement Movement! Love to see you spend marketing dollars on telling our story, and then go out of business.
I would also add that #$%$ open platform strategy is a disaster waiting to happen - as I've said above, the big boys are not believers in the partial knee replacement surgery... their partial knee components don't get the loving that their total knee parts do. The rollout of BB will be SLOW and rocky. Another little telling observation - the CEO of BB is still commuting from Minnesota to Pittsburgh. He still hasn't bought into the concept!
Thanks y'all for your comments. i just wanted to make clear that it's actually a positive thing that BB is starting its rollout first in partial knee surgery - this will help MAKO to sell more partial knee surgeries to doctors who have been overwhelmed by the Biomet, Stryker, Zimmer, DuPuy marketing avalanche for total knee replacement.
To wanger... saying MAKO has a monopoly in partial knee surgery is like saying Renault owns the automobile market in Paris.. or the Lichtenstein Cheese Co. owns all the cheese in...
of course mako was a monopoly. no one else was doing robotic joint replacement. just like da vinci is a monopoly in robotic prostate or hysterectomy. at the very least, mako's tech scarcity value for M&A declines and the market is pricing that in appropriately.
"Wells Fargo’s Larry Biegelsen wrote, while he believes Blue Belt’s technology is the first serious threat to MAKO in orthopedic robots, “we think it is too early to tell what impact Blue Belt will have on MAKO’s business longer term. With MAKO’s installed base, clinical evidence head start and hip application (and potential future applications), we believe that Blue Belt’s approval will have a minimal near-term impact on MAKO’s business.”
Biegelsen noted the Blue Belt lacks clinical data and has been used in only 10 procedures at three sites in Europe, with a fourth site expected later this year or early 2013. Blue Belt expects the U.S. launch to be concentrated at three or four sites initially, with a full official launch at the American Academy of Orthopedic Surgeons (AAOS) in March 2013."
Sentiment: Strong Buy
With the expanding market for UNIs and predicted big uptick in knee ( and hip) procedures over the next 15 years, it'll be interesting to see how Bluebelt does. Certainly enough procedures to go around but I see MAKO getting the lion's share. Bluebelt's immediate problem will be something MAKO is familiar with and taken strides to correct. Namely, hospital administrators wanting to see ROI as well as clinical studies. With only a handful of surgeries, and only in Europe, under their belt (no pun intended), blue belt needs a Herculean effort and some luck.
Sentiment: Strong Buy
"...Namely, hospital administrators wanting to see ROI..." That was the same premise for resistance to da vinci until utter demand transcended ROI to a necessary accommodation to the surgeons using it. Unless RIO/Makoplasty is found faulty on some basis other than ROI, MAKO will sail into history on a relative scale.
We need a side-by-side Pros/Cons of each from an unbiased source... technical & surgical features need to be evaluated ... what do the leading surgeons have to say about each ?????
Sentiment: Strong Buy
I agree. Some years back, Simmons Beauty Rest (the mattress company), introduced a product call the Olympic Queen. It was a set of bedding larger then a standard queen but smaller then a king size. It was their patent and they owned it exclusively. And it failed. The reason it failed was because they didn't share it with their competitors. Had all the bedding manufacturers been on board to make an Olympic size set of bedding, it would have been a success. How about mattress sheets........When mattresses became thicker with more cotton and foam, no one told the sheet manufacturers. Women were going nuts trying to fit a standard size sheet on these new fat mattresses. New sheets had to be made and they were called deep pocket sheets. The point is, first there is the problem and then there is the solution. MAKO has the solution, but like the Olympic Queen, if a couple is looking at a Tempur-Pedic the choice is queen or king. Can't buy the Olympic Queen if you don't know about it. Can't get a partial knee if you don't know about it.