Monday, July 12, 2010

Requiem for the Big Z

Recently, TSB posted a job opening in the Twin Cities, much to our surprise many of our readers opined about the other company that plays in the spine market in Minnetonka (are they still there) by the name of Zimmer Spine. The big Z as they like to be called, entered into the spine market with the acquisition of Centerpulse AG in 2003. Several prominent publications recognized the ZC acquisition as the deal of the year. Mergers and Acquisitions along with Investors Dealers Digest couldn't contain themselves with their compliments. As one writer said, "the deal has all the makings of a sweeping epic." Oh where oh where are all those visionaries today? Could they really have meant that the deal had all the makings of a weeping epic?

It got even funnier when you listened to Ray Elliott glisten how 6,500 employees and 100 full time people contributed to joining these two companies together. But what would anyone expect from PT Barnum? With that many people involved, one knew that this acquisition was doomed for failure. With all the glory goes the pain. Elliott, whom had been lauded by every wannabe in the industry had no idea what he was getting the almighty Z into. Selling Joints and make belief trauma products is one thing, competing in the spine market didn't match the Zimmer ethos. Ray Elliott was at the helm of the ship and had named Terry Schlotterback as the interim President of Centerpulse. Elliott did many wonderful things during his tenure at the Big Z, yet, the fact remains that Ray didn't know his derriere from the articulating aspect of his forearm and humerus when it came to spine. For all intense and purposes, Schlotterback was doing his old pal Ray a favor. By the way, Terry is a great guy. Centerpulse really didn't offer much innovation unless one considered the BAK cylindrical cage a game breaker. Unfortunately, the cylindrical cage went the way of the Edsel, and if you don't believe me ask Surgical Dynamics and Stryker Spine. The only people that truly prospered from these devices were named Charlie Ray and Gary Michelson (I'll determine the size of the print). The cylindrical cage became an albatross. Our readers know the old cliche, give a surgeon a hammer, everything becomes a nail. No one had the clinical, nor biomechanical wherewithal to see the future, just ask Stryker, they thought that they would be able to fill this device with OP-1 and never look back. But this post isn't about Stryker.

In 2008, Zimmer closed on the acquisition of Abbott Spine for $360 million in cash. Supposedly, this purchase was going to position Zimmer for sustained growth in the future. In terms of building critical mass, it has resulted in organized chaos. In fairness to David Dvorak, he inherited a logistical mess, in addition, having legal skills is quite different than having spine experience. The transition and integration process was FUBAR. But it only goes to reinforce the argument that large companies have the financial ability to purchase other companies, but lack real experience in transitioning, exhibiting uncertainty and a lack of transparency, resulting in anxiety on the part of its foot soldiers.

Yes, fellow readers the Big Z did acquire some nice products from Abbott that should have given them some fire power only to squander this opportunity with poor strategic planning. Are they really in the game, or are they sitting on the sidelines singing, "put me in coach, I'm ready to play today." TSB wants to know what our readers think?


26 comments:

  1. Thank you for this informative post. You have done an excellent job outlining the brief history between the 2. And your indepth knowledge of the situation should prove to the readers here that this is definitely not a "one trick pony" of a blog. Keep it coming!

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  2. "Anonymous said...
    Thank you for this informative post. You have done an excellent job outlining the brief history between the 2. And your indepth knowledge of the situation should prove to the readers here that this is definitely not a "one trick pony" of a blog. Keep it coming!

    JULY 13, 2010 10:54 AM"



    Funny, I was thinking the EXACT OPPOSITE.

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  3. Interestingly enough, as an independent reader I tend to believe that Anonymous 12:51 is the same person always critiquing this blog site. What's the matter, material not to your liking? Is your ego bruised? There's always someone bitching, hey start your own blog, if you don't like this one. Let's see how many people follow you.

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  7. interesting stuff! thanks!

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  8. This comment has been removed by a blog administrator.

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  9. can we get back to bashing zimmer spine?

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  10. To our passionate commentators:

    Our readers are thoroughly entertained with your verbal jousting, yet, try to stick to commenting about the post. You have every right to attack TSB, yet when it becomes juvenile TSB will banish you to Neverland, the dwelling place for Peter Pan, Tinker Bell and the Lost Boys. Remember, what Leslie Gore once sang: "It's my party, and I'll cry if I want to...." Thanks and keep on keepin' on!

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  11. Well...I'm sure that only Musculoskeletal Man knows for sure, but as the author of :

    "Funny, I was thinking the EXACT OPPOSITE."
    July 13, 2010 12:51 PM

    I can assure you that I almost never comment here, and do not criticize this blog when I do. I have in fact praised it when I felt like it.

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  12. Thanks for your comments and keep on keepin' on!

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  13. Interesting post, TSB!

    One major caveat most people seem to overlook in this whole debacle is the dynamic of a relatively low-profile player in the spine biz (ZS) being able to acquire a slightly more significant player (AS) simply because its parent, Zimmer Inc., has uber-deep pockets and money to burn. As a rep for ZS at the time of the acquisition, I watched as numerous well-qualified AS employees were forced out to make way for the often less-qualified ZS employees working in similar capacities. Now, I'm not saying that all ZS employees were less-qualified...not by a long shot. There were however several key figures that were pushed out, and I think that this was one of the catalysts that lead to the chaos that ensued.

    All-in-all, I believe that Zimmer Spine still has the potential to "right the ship" at this point, but it's going to take a lot of hard work and some "outside-of-the-box" thinking in terms of new products and technology. If they continue down the path of simply enhancing product lines that already exist (i.e. Pathfinder-->Pathfinder II...fizzle...) and/or pumping-out more "me too" products, they will be forced to ponder for all eternity what might have been.

    OK, enough time-wasting...off to my next case! Yippee ki-yay motha'lickers!!

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  14. TSB has also heard that the transition was not handled very well. You are correct when you say that there were many qualified AS people that were let go. In addition, there were many good internal people that fled when Centerpulse was acquired. When it comes to out-of-the box thinking, TSB believes that many of these legacy companies love to espouse that mantra, yet, on numerous occasions I have seen out-of-the boxers let go because they are a threat to the conservative culture that exists at these business as usual organizations. Remember, the race goes to the swiftest, and an elephant moves a lot slower than a cheetah. Great comment, Cheers!

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  15. Nighty night Zimmer Spine. If they couldn't make hay during the hayday of spine, they are certainly doomed to failure in today's marketplace!

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  16. Dvorak told the Zimmer Spine sales force that this division would be a $750 million company by 2010.

    Funny how he is completely indifferent to the foolish decisions this entity has made for the last three years.

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  17. At the time of the acquisition, Zimmer Spine was a little over twice the size of Abbott Spine. Since then Z's CFO reported in recent conference call that Z took a $70+ million write down in the value of the acquisition (not an accountant so I may have the terms wrong) . . .essentially Abbott wasn't worth as much when they bought it. hmmm why is that? Is it because many of the Abbott docs were consultants and when straight laced Z Spine took over those docs and distributors were thrown overboard? Did the former Abbott executive team overestimate their relationships with key Abbott surgeons and think they could keep these docs in the fold? Not sure but it's evident a lot of Abbott business walked and it wasn't because a surgeon/rep relationship. Those docs followed the money.

    A lot of quality people from both sides are gone but all of the former Abbott corporate sales management team is still in place (and all of the old zimmer corporate fellas have been fired) creating an unhealthy tension between a tenured distribution force, the second group president in 12 months (dental, trauma and spine)and a seemingly indifferent group in Warsaw. I say indifferent because how many Zimmer Spine Presidents, VP of Sales, R&D directors and VP of Marketing people have there been over the last 6 years? Seriously, it's a revolving door with the word "Open" sometimes being the most tenured person.

    I guess after Warsaw bleeds this group dry, only then will they sell it off to a private equity shop. Until then, I suspect the "old/former" zimmer spine sales force is ripe for turnover either because (a) no grass only dirt left on the zimmer side of the fence (b) dynesys is dead (c) nothing new and only "me too" in the pipe (d) lack of trust between the field and corporate sales (i.e. old abbott) management.

    funny thing is the "big boys" were shaking in their boots 7 years ago when the big Z planted the flag in the Spine market. It's become quite obvious they have no clue what they are doing in Spine and probably don't care right now since they are getting it handed to them in hips and knees.

    I can confirm what a previous poster stated about Dvorak claiming Z Spine would be $750 million by 2010. Former Z spine rep told me Dvorak stated this from the podium at the 2007 sales meeting for all USA based reps. Maybe he read his notes wrong and he meant $75 million?

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  18. I worked for Zimmer Spine and was an Abbott Spine distributor when Zimmer bought them. So with some first hand experience of both organizations hopefully I can shed some light on this situation although I am sure nothing I say will be earth shattering. Working for Zimmer Spine four years ago was a nightmare mixture of apathy, incompetence and arrogance. Everyone at management was so cocky because they were big blue leaders of the total joint universe, their products in spine sucked (couldn't sell to my friends) and they paid commission rates like they were Danek. There was a huge push within Zimmer to give spine distributorships to their total joint distributorships because they were so successful selling joints. Brilliant move there, as the total joint distributorships knew nothing of spine. Any way I ended up working for joke of a distributor in Athens GA (no names) who has lost more business in spine and ortho than most successful distributors like myself will grow in a lifetime (still there, which is the biggest laugher of all). Needless to say his heavy-handed tactics and low commission rates coupled with a terrible product line in spine had me running for the door in less than a year to start my own distributorship and I don’t consider myself a job hopper although others may argue that point.

    Anyway I grew my distributorship and kissed many a frog along the way until I got hooked up with Abbott Spine. Fist class organization with first class people. Abbott missed on a couple big mergers like Kyphon, didn’t like playing in the ruff and tumble wild west of spine and thought it would be prudent not be exposed in such a unethical industry. Can’t blame them, I don’t live in a glass house but at least I am not a doctor with my own distributorship! Also, Abbott wasn’t getting a return on their investment, they had paid a hundred million for spine and it pretty much sat at a hundred million. In essence they figured out they were not willing to get dirty enough to succeed in spine like Medtronic! Long story short after the Zimmer acquisition, Zimmer/Abbott bought me out and released me from my non-compete and I was foolish enough to stay in spine although life is pretty good these days but could always be better. I figure I have three to five years of good prices left and than its time to sell real estate or something. Oh well, least I can, which is more than I can say for most the nimrods in spine. What are people going to do when the business isn't worth buying?

    Good Luck and Good Selling!

    *Thanks to all the doctors who still look out for their patients best interests and put premium on products, service and representation!

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  19. Anon 9:37 >>>. So .... Four years ago you worked for ZS (for less than a year for a guy/gal in GA) and then became an Abbott Spine distributor and then your were "bought out" and released after the merger? No names were used but you can't be too hard to find if your former group wants to hit you for slander. Not smart to throw stones at individuals in a public forum.

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  20. Law School student please define slander. Too many wannabe lawyers in this industry

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  21. It's libel not slander but the point of the earlier author's post is this blog is not the place for petty personal attacks with only one version of events posted as facts. I'm a little shocked that post had been allowed to stay up. I'm sure the author is having second thoughts. Worked at ZS 4 years ago and since then he was an Abbott agent who was bought out? Hmmmm I'm not buying it. Based on his statements (job hopper) I bet he's worked for almost every spine company in the USA.

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  22. I have worked for a few Spine companies for sure and I am not worried about libel or slander as it is the truth. Furthermore, I have more on them than they have on me so bring on a lawsuit. Ever hear of a counter suit Perry Mason? I would love to sue Zimmer for all the total joint consultants they had (past tense). I picked up a small total joint line when I started my own distributorship if that makes me easier to find and Zimmer was the Medtronic of Total Joints (fact). Again it is not libel or slander if it is true and after the Synthes post a while back I thought I did a pretty good job at being discreet while getting my point across. Just my thoughts but I figure Zimmer needs to figure out how to stop the hemorrhaging of market share in spine and ortho and not how to try and sue previous reps for posting the truth.

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  23. Remember what Sting sang:

    Takes more than combat gear to make a man
    Takes more than a license for a gun
    Confront your enemies, Avoid them when you can
    A gentleman will walk but never run

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  24. Very well written article. I like your writing style. It is unique and innovative. Keep posting and do stay in touch.

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  25. laser spine surgery is a joke.

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  26. Another astute assessment by Musculoskeletal Man! Well said!

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