The Rise of the On-Demand Robot Industry

As medical technology advances, we’re seeing the emergence and the importance of the ‘as-a-service’ model for medical devices. Specifically, the procurement of surgical robots as a capital expenditure is changing to include an on-demand robot usage model.  Increasing healthcare costs, driven in part, by a worldwide pandemic, is driving medical device manufacturers to rethink their CAPEX heavy business models, which must be approved by hospital’s value-added committees (VAC).

Currently, it appears that the device manufacturers have built their entire business on an upfront capital-intensive business model (surgical robots, diagnostics and imaging machines) forfeiting the smaller rural and community hospitals that are unable to get the latest medical technology.  Many of these smaller hospitals rely on receiving federal grants to survive and more than often these hospitals cannot afford the latest equipment due to heavy upfront capital costs.

Historically, businesses in nearly every industry have had to radically revise their infrastructure and cost savings models by shifting away from large capital expenses to operational expenditures.  Cloud-based applications for legal, accounting, sales, HR, customer relationship management (CRM), and everything in between have all shifted to a subscription Software-as-a-Service (SaaS) model.  No longer do these companies face significant up-front capital outlays in purchasing enterprise equipment to support their infrastructures.  The SaaS business models have alleviated overhead pressure on corporations whereby cloud services are becoming more mainstream.  Companies in the late 1990s and early 2000’s who failed to shift their business model from the enterprise-based model to the cloud subscription model paid a heavy price.

Medical device manufactures are now facing the same challenge.  It is critical for hospitals—both large and rural—to acquire surgical robots without upfront capital costs and instead, allow for costs to occur on a case-by-case basis, which enables new personalized case, pricing models.  Device manufacturers must adjust their business model, particularly for surgical robots where upfront capital costs can exceed $1 million.

Adopting the ‘as a service’ model may not be easy because most device manufactures built their original business models based on an upfront CapEx for early one-time revenue. However, today’s downward pressure on healthcare costs is not abating, and hospital VAC committees are pushing back on device manufacturers forcing them to find new ways to sell their devices. This was the exact problem enterprise companies faced 20 years ago that gave rise to the SaaS model.

By Bruce Lichorowic | MD+DI

Image Credit: Corona Borealis / Adobe

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About Peter Coffaro 573 Articles
A growth-driven and strategic executive, Peter Coffaro commands more than 20 years of progressive management success within the orthopedic industry. Recognized by MedReps.com as one of the top medical sales influencers in the industry; he has 10 years of combined sales management experience and has held positions as a Director, General Manager and Distributor. Peter has worked for some of the top orthopedic companies in the world - Zimmer, DePuy and Stryker. He is also the founder of OrthoFeed: a popular blog that covers orthopedic news and emerging medical technologies. Peter is a three-time Hall of Fame award winner at Johnson and Johnson and has an extensive background in organizational development, business development, sales management, digital marketing and professional education. Peter holds a B.S. degree in Biology from Northern Illinois University.

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