Yes fellow bloggers, last week Medtronic announced at the AANS meeting that they have seen the future, and intend on increasing revenue for fiscal 2011 by launching one of the most innovative and technological medical devices the spine industry has seen in decades. Where's Monte Hall and Jay Stewart when you need them. RIP Jay. What's behind Door Number 3 Doug King? What's behind that Big Box? Do you want Door Number 3, or maybe Door Number 2? So what is this breakthrough technology that took over twelve years of clinical history by combining not one, but two emerging technologies into one unique and innovative product? Come on bloggers I know you're sitting on the edge of your seats, if you haven't already heard. They are going to launch another anterior cervical plate. If one looked in the dictionary under the word cannibalization, one would see the entire portfolio of Medtronic Anterior Cervical Plates, did they ever phase out the Orion? Spine nation the new plate might as well have been named the Supercalifragilisticexpialidocious Plating System. Times must be tough at the Big M marketing department when you name the plate, Atlantis Vision "Elite" Anterior Cervical Plating System. I could hear Donovan, aka Donovan Leitch, singing in the background and let me exercise some poetic license:
"Knowing its fate, Atlantis sent out sales reps, to all corners of the spine world
On board was the manager, the sales rep, the physician, the magician and the other
so-called Gods of our industry, though the Gods they were and as the elders of our
time choose to remain blind, let us rejoice and let us sing and dance and ring in the new
WAY DOWN BELOW THE OCEAN WHERE I WANNA BE, SHE WILL BE
How gullible can customers really be? Ooh where's all the analysts' clamoring to upgrade Medtronic's stock on the launch of another cervical plate and a Chromaloy Rod, and by the way don't forget to emphasis the "Plus." Is it TSB or is it Memorex?