January 13, 2015 by Brian Johnson
Smith & Nephew says its ‘no-frills’ Syncera program, which replaces sales reps with an automated system, has performed so well that the company will expand it into Australia, New Zealand and the European Union.
Syncera, a “no frills” program for the British medical device company’s orthopedics business, aims to cut implant prices in half by removing sales representatives from the operating room and replacing them with an automated technology solution.
Smith & Nephew launched Syncera last summer in the U.S. as part of a pilot program aimed at cutting hip and knee replacement device prices by 40% to 50%. At the time, company officials estimated the target market for Syncera at 5% to 10% of U.S. hospitals.