This article was originally published in Start Up
Nuvasive Inc. is developing a platform for minimally invasive spine surgery that combines stereotactic guidance with a neural monitoring system. With neural monitoring, surgeons can access the spine laterally, as opposed to from the back, which entails cutting through bone and splitting muscles. In this way, Nuvasive is advancing medical practice beyond merely replacing the open surgical view with endoscopic access, but otherwise leaving the fusion procedure unchanged.
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For the past several years, NuVasive has been growing faster than its rivals in spine, thanks to its innovative XLIF procedure, a lateral approach to minimally-invasive spine surgery. But now the spine market overall has hit a wall. In a market no longer growing, can NuVasive continue to grow?
Some medical devices can make it to the market quickly, usually in a small niche under the radar screen of large companies, and have a considerable impact. For others, there's a world of difference between getting to the market and conquering it: the difficulties of gaining market acceptance may dictate a "hurry up and wait" strategy or a slow, conservative, stepwise approach to marketing to a change-resistant medical community. The accompanying group of profiles of orthopedics/surgical device companies, whose products range from a platform for minimally invasive spine surgery with neurophysiological monitoring (NuVasive) to pyrocarbon-based small-joint replacements (Ascension Orthopedics) and superelastic memory shape alloys for anatomic braces (Springflex Orthopedics) to a soft tissue fixation system (Coapt Systems), reflects a range of commercialization strategies.
House and Senate Democrats sponsor legislation to authorize FTC enforcement against sales of "consumer goods and services at an unconscionably excessive price during the" COVID-19 pandemic. "It’s outrageous that some companies and individuals are taking advantage of consumers by price-gouging," says Energy and Commerce Committee Chairman Frank Pallone.