Stryker CEO Lobo skeptical on ‘repless’ generic sales models

January 14, 2015 by Brian Johnson

Stryker CEO Kevin Lobo says he doesn’t view the so-called ‘repless’ generic sales models piloted by orthopedic rivals Smith & Nephew and Wright Medical as a serious threat.

Stryker (NYSE:SYK) CEO Kevin Lobo is skeptical of so-called “repless” generic sales models for orthopedic procedures, he said today, even as rival (and potential acquisition) Smith & Nephew(FTSE:SN, NYSE:SNN) looks to expand its no-frills Syncera program.

Lobo, speaking at the J.P. Morgan Healthcare Conference in San Francisco, said that he’s aware of programs like Syncera but doesn’t see them as a credible threat.

“Until these procedures are de-skilled, it’s very hard to imagine not [having sales reps in the OR],” Lobo said. “I’m not seeing it impact us in any meaningful way.”

Earlier this week Smith & Nephew CEO Olivier Bohoun touted his company’s Syncera pilot as “disruptive of the commercial model,” noting that the British orthopedic maker is seeing profit margins “equivalent with the classic old-style [hip and knee] business.”


Josh Sandberg

Josh Sandberg is the President and CEO of Ortho Spine Partners and sits on several company and industry related Boards. He also is the Creator and Editor of OrthoSpineNews.

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