Category Creation with Patrick Fisher - Episode 1 of 'How to Achieve Commercial Velocity'

Launching a "me too" product into a massive, established market is a recipe for a brutal slog. True commercial velocity comes from defining and dominating a new category entirely. In this episode of our special series, How to Achieve Commercial Velocity in MedTech, Mike and Chris sit down with Patrick Fisher, President of Biologics and Limb Reconstruction at Orthofix. Patrick shares the blueprint he learned while helping carve the Foot & Ankle category out of general trauma at Wright Medical, and how he is replicating that success today by building the Limb Reconstruction category at Orthofix. In this episode, we cover:The Definition of a Category: How Orthofix is defining Limb Reconstruction across four distinct pillars: limb lengthening, deformity correction, limb preservation, and complex fracture. The Power of Focus: Why Patrick’s team eliminated 30 legacy brands last year to laser-focus their commercial and R&D efforts. Fighting the Giants: The strategy for convincing IDNs and GPOs to grant specific category carve-outs, even when major incumbents play defense. Sales Channel Alignment: How to incentivize an independent distributor network to focus on a new call point without losing momentum in their core business