{"id":4985,"date":"2026-03-26T09:25:14","date_gmt":"2026-03-25T23:25:14","guid":{"rendered":"\/eu-uk\/?p=4985"},"modified":"2026-03-26T09:25:14","modified_gmt":"2026-03-25T23:25:14","slug":"the-armchair-analyst-what-makes-a-surgeon-adopt-a-product","status":"publish","type":"post","link":"\/eu-uk\/blog\/2026\/03\/26\/the-armchair-analyst-what-makes-a-surgeon-adopt-a-product\/","title":{"rendered":"The Armchair Analyst | What makes a surgeon adopt a product?"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><p>[vc_row][vc_column][vc_column_text css=&#8221;&#8221;]<span data-contrast=\"auto\">Surgeon adoption is a key factor in the commercialisation of medical technologies.\u00a0But what influences whether a surgeon chooses to adopt a new product in clinical practice?<\/span><\/p>\n<p><span data-contrast=\"auto\">A recent article\u00a0published\u00a0in\u00a0The Armchair Analyst\u00a0explores this question through the real-world reflections of an experienced surgeon, \u201cSurgeon Dan,\u201d using\u00a0Orthocell\u2019s\u00a0\u00a0\u00a0nerve repair product,\u00a0Remplir\u2122\u00a0for\u00a0Nerve-sparing Robotic Assisted Radical Prostatectomy (NS-RARP).<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Below is an excerpt, in Surgeon Dan\u2019s own words:<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<h4><span style=\"color: #333333;\"><strong><i>\u201c<\/i><i>Getting surgeons to switch products can be hard.<\/i><\/strong><\/span><\/h4>\n<h4><span style=\"color: #808080;\"><i>We get used to doing procedures in our own way, with our own product set.<br \/>\n<\/i><i><\/i><\/span><\/h4>\n<h4><span style=\"color: #808080;\"><i>So new products that come to market, looking to displace existing products, can\u2019t just be equivalent.<\/i><\/span><\/h4>\n<h4><span style=\"color: #808080;\"><i>They need to be markedly better for a surgeon to make the switch.<\/i><\/span><\/h4>\n<h4><span style=\"color: #666699;\"><span style=\"color: #808080;\"><i>Alternatively, if there is a\u00a0<\/i><\/span><span style=\"color: #333333;\"><strong><i>true unmet need<\/i><\/strong><\/span><span style=\"color: #808080;\"><i>, then adopting those products is a much easier decision.<\/i><\/span><\/span><\/h4>\n<h4><span style=\"color: #666699;\"><span style=\"color: #808080;\"><i>That is what I saw when two\u00a0<\/i><i>Orthocell\u00a0(ASX: OCC)\u00a0<\/i><i>reps came into my practice three weeks ago to demonstrate\u00a0Remplir\u2019s\u00a0ability to\u00a0<\/i><\/span><strong><i><span style=\"color: #333333;\">restore erectile nerve function for men who have had prostate cancer<\/span>.<\/i><\/strong><\/span><\/h4>\n<h4><span style=\"color: #666699;\"><i><span style=\"color: #808080;\">Because this is a true unmet need.<\/span><span style=\"color: #333333;\">&#8220;<\/span><\/i><\/span><\/h4>\n<h4><\/h4>\n<p><span data-contrast=\"auto\">This perspective highlights the practical realities of surgeon decision-making\u00a0\u2013\u00a0where\u00a0familiarity, workflow and demonstrable benefit\u00a0ultimately determine\u00a0whether a product is adopted in practice.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><a href=\"https:\/\/thearmchairanalyst.com\/p\/what-makes-a-surgeon-use-a-product-the-orthocell-asx-occ-story\"><span data-contrast=\"none\">Read the full article<\/span><\/a>[\/vc_column_text][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>Surgeon adoption is a key factor in the commercialisation of medical technologies. But what influences whether a surgeon chooses to adopt a new product in clinical practice?<\/p>\n","protected":false},"author":2,"featured_media":4986,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[2],"tags":[],"class_list":["post-4985","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-company-news"],"aioseo_notices":[],"_links":{"self":[{"href":"\/eu-uk\/wp-json\/wp\/v2\/posts\/4985","targetHints":{"allow":["GET"]}}],"collection":[{"href":"\/eu-uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"\/eu-uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"\/eu-uk\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"\/eu-uk\/wp-json\/wp\/v2\/comments?post=4985"}],"version-history":[{"count":1,"href":"\/eu-uk\/wp-json\/wp\/v2\/posts\/4985\/revisions"}],"predecessor-version":[{"id":4987,"href":"\/eu-uk\/wp-json\/wp\/v2\/posts\/4985\/revisions\/4987"}],"wp:featuredmedia":[{"embeddable":true,"href":"\/eu-uk\/wp-json\/wp\/v2\/media\/4986"}],"wp:attachment":[{"href":"\/eu-uk\/wp-json\/wp\/v2\/media?parent=4985"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"\/eu-uk\/wp-json\/wp\/v2\/categories?post=4985"},{"taxonomy":"post_tag","embeddable":true,"href":"\/eu-uk\/wp-json\/wp\/v2\/tags?post=4985"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}