Thursday, April 28, 2011

Anatomy of a Merger

Now comes the fun part.  As many of you know, with the acquisition of Synthes, Johnson & Johnson will be challenged with the daunting task of integrating Synthes into their organization.  Analysis paralysis is already setting in.  Having an integral role in acquisitions and mergers has taught many a valuable lesson.  The first lesson is that just because you have money to buy something, doesn't necessarily mean you are going to be any good at merging a company.  Unfortunately, wealth should never be equated with intelligence or competance.  It just means you are wealthy.   Neither does it mean that hiring a consultant is going to make your life any easier.

The biggest challenge for J&J will be the integration of trauma and spine, where there is tremendous overlap.  Contrary to what some analysts are saying, the worst that can happen would be allowing the trauma and spine business units to continue independently while corporate attempts to figure out how to assimilate the busiess units.  Identify the plan and move swiftly, if not, you will create confusion in the marketplace. Honesty and transparency are important even if you have to hurt some people's feelings. Communicate with your customers.  Regardless whether you believe it or not, a business as usual attitude will come back to haunt you.  Deciding on whether you will continue to sell via distributors or direct sales people will alleviate the trepidation and anxiety that alredy exists in your respective business models.  Today, your sales people are confused and distracted as to what awaits their futures.  By identifying the plan and implementing it, you will establish continuity while transitioning.

The cultural differences will be exasperating.  J&J has always exhibited  a stiff collar mentality, while Synthes has been more of a gunslinger.  The posse will learn quickly that there is a new sheriff in town and that some of the old mores and values will not be tolerated.  It is interesting to read outsiders opinions of how different these two organizations are.  Contrary to what is said, selling is selling regardless whether you work for one or the other organization.  Synthes salespeople have one of the best educational sales training platforms in the industry.   Unfortunately, there will be collateral damage in the rank and file, as well as in middle management.  Like TSB said, this will be a golden opportunity to get rid of  the dead wood in management across the board.  Don't make the mistake that companies like Biomet and Stryker made by allowing total joint reps have access to trauma products and trauma selling recon.  This will diminish your salespeoples focus.  In addition, trauma salespeople are more Type A personalities in comparision to recon salesmen.  It's evitable that there will be people that are on the chopping block, if you haven't begun looking for a new job, now may be the time to polish one's resume.  The bad news is that the market sucks and unless you can flip immediate revenue, good luck in finding a new job in this economy.

So in the spirit of debate, TSB wants to know, will this be easy or is Johnson & Johnson heading into the perfect storm?

171 comments:

  1. True statements, this is one of the few times a company can and will trump rep/surgeon relationships. It will be a wakeup for many reps who believe they are safe; only to find out the company believes otherwise, with this merger I believe surgeons will stay loyal to the new expanded company due to greater product offerings and pricing controls with hospitals.

    Let the market consolidation begin!!

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  2. This has all the makings of the smooth Medtronic/Kyphon "merger". Treat it like what it is, an acquisition, and they will be better off. And start memorizing the "Credo" if you want to survive.

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  3. Sorry 4:36am (aka lazy Depuy rep hoping to take control of the Synthes rep's business w/out earning it), the only thing that trumps a rep's relationship with his surgeon is a consulting agreement (or some other type of financial incentive).

    Sincerely,
    Not a Synthes or Depuy Rep...thank God!!

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  4. Random drug testing at J&J? Bummer man! Half the staff in WChester and lots of reps better buy a clean kit. Suddenly I like the Swiss corporate culture that I used to make fun of.

    Gurgle-gurgle-gurgle-gurgle, cough-cough!

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  5. www.les-society.org

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  6. So will JnJ get Globus in the deal too? Their products look eerily similar the Syntez'.

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  7. They should model it after the flawless Orthofix / Blackstone acquisition!

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  8. You mean the company that now has religion and even posts a Code of Ethics on its website and has observers on there board from GS. Do we laugh now or later? Saw DP at a recent meeting he had a halo and wings.

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  9. Sounds like a good time for someone to ask 'when will Globus be bought?'

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  10. Where is that clown, we need some humor

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  11. No, the question is, "When will Globus go public?" You happy now 6:21?

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  12. Nobody will buy sloppy 2nds on docs that have already been bought.

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  13. I incorporated a business named synthes jnj trauma/spine, inc. I received 4 calls today for cases. Who do I call for inventory ?

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  14. As Paul McAfee would exhort from the podium "David Paul is a genius" he"s right up there with Einstein and Jonas Salk, LOL

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  15. Paul McAfee, of Charite fame?

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  16. They should model it after the Alphawreck/ScientXXX success!

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  17. J&J has been through this before. Yes there will be mis-steps and good people on both sides will get left out, but overall I would have to have to believe the focus a $21B tends to bring will lead to smart well reasoned decisions. Yes, some docs and reps will get mad and leave, but overall the pluses heavily outweigh the minuses.

    The holders of Globus stock options are the big big losers here. The Synthes legal department didn't seem to be full of high flying legal types, but J&J can bury Globus with lawyers. Globus was 18-24 months too late in going public.

    The real pathetic companies in this scenario will be the Styrker, Zimmer, and Biomet's of the world ... all are scrambling mad to pick the scraps left behind after the integration. Watch and see.

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  18. JNJ makes it's living and history buying companies and merging them together. Pretty sure that they know what they're doing. It's not like they have not been doing this for years. My guess is that the reps are the safest on both sides of the fence. Middle management will be the losers on both sides. DS has been through this before back in 2001 with Acromed. Most of the people who comment on this blog were probably still in high school.

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  19. Depuy's MIS system is a joke. Synthes has what again ?? DePuy's lateral system has more reported errors than Nuvasive's XLIF. Synthes has what again ??
    This merger means nothing for spine. It has a lot to do with offshore manufacturing and has even more to do with purchasing and dominating the trauma business overnight. Can we move on and talk about powerful companies like how Medtronic will or will not respond ?

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  20. I agree that this merger shatters any hope that Globus will ever go public. Lawyers will wreck them.

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  21. Medtronic will respond by laying off people....again. The problem they are having is trying to figure out what other shell company they can buy for $4B and ruin.
    But don't get your hopes up b/c it won't be Dopus that's for sure!

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  22. JnJ bought and integrated DePuy in 1998 (DePuy had, at that time, already prucahsed and begun to integrate AcroMed).

    The big challenge on the spine side of the equation will be adressing the neccessity of quickly integrating the sales forces. JnJ leadership will need to decide whether they'll commit to a distributor-based sales model or a direct sales model. In my humble opinion, it would cause less short-term damage to stay with the distributor-based sales model, but in the long-term a direct sales model is better aligned with the JnJ corporate ethos.

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  23. I went to Ethos when I was in college. Had a great time.

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  24. Agree with 7:29, As someone who survived the J&J acquisition of DePuy, I predict within 2 years(or whenever they buy out all the current distributors)J&J will employ their Ethicon Distribution model using Synthes as the catalyst since they see spine market pricing moving toward commoditization like sutures.

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  25. The J&J Ethicon-Endo model would probably be the most effective for new DePuy Spine/Synthes Spine entity but I would think twice about working there.

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  26. Dear 7:09,

    There is more to spine than lateral interbody cages and posterior MIS systems.

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  27. Ethicon reps are direct.

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  28. So I work in a hospital where there's 4 companies that do business. DePuy, Synthes Medtronic and Stryker. The Synthes rep has a great relationship with his 2 surgeons. I, the DePuy rep have a great reputation and relationship with my 2 surgeons. Both my surgeons and his surgeons do about the same amount in business. What's going to happen ? Who will be pinched ? Also, I strongly dislike the Symthes rep and he strongly dislikes me. That may be irrelevant, but when you are in the trenches, it's relevant to me. Our distributor here in _________ has a decent market presence. Most of the Synthes reps have minimal exposure in comparrison to the great northwest where Synthes dominates. What would Jesus do ?

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  29. 9:12 Are you all the same race?

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  30. Some thoughts from someone who has been through this a couple of times:

    - Joints have been through the same pricing pressure spine is now experiencing and none of the major players have jumped to an exclusively direct sales force.
    - Fully integrated, a direct model may save a few basis points on the SG&A side, but not always. Also, the up front costs of taking a force direct are significant.
    - While many of the DS veteran distributors and their key sales people are contrained by non-competes from selling their services elsewhere, many will still leave if forced to a direct model. Why you ask? They simply despise the corporate BS and micro-management that is so pervasive in a company like J&J.
    - The Ethicon mdel has been mentioned a couple of time. Why would this work in spine? The average Ethicon rep last about 3 years before their income stalls and they move on. In a relationship driven market like spine, this seems like a poor strategy. We're a long way from being suture and staple service people.
    - From my observations over the years, the entrepreneurial focus of a well managed distributorship trumps the "salary/car allowance/expense account/mommy's teet" mentality of an average direct force. (Note: There are many fine direct sales pros in our industry and they know who I'm talking about and it ain't Willis!)
    - Typically, your corporate MBA that has never been in a hospital or OR likes the "philosophy" of a direct force because they ignorantly equate "more control" with "more success". Those at Medtronic that witnessed the management of a recently disolved division headquartered out of Memphis are nodding their heads right now!
    - The integration of the DS and SS sales forces will not be as challenging as it may appear. The decision makers simply have go with the best people in every market and evolutionary forces will do the rest.

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  31. Shut up 9:54. All we want to know is, "will our commission structure be effected?"
    Synthes pays higher commisions? No ?
    That is all I care about.

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  32. 10:22

    Did you mean "affected"? Since you deal with well educated customers with a minimum of 12 years post high school education, you might want get a grasp on the basics of the English language. You wouldn't want to "outed" as the ignorant scheister you are. You reduce the collective IQ of the contributors to this blog by 10 points.

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  33. So true 10:22. I would think our commission percentage gets chopped.

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  34. one thing is certain. Pay will not be going uP for spine sales reps in the near to mid term.

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  35. 9:12 I would say you need to start becoming friends with that rep.

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  36. you are a heart throb 11:03
    "you might want get a grasp on the basics of the English language."

    I love when losers like you step on your own ____ (fill in the blank)

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  37. Wake up people! This is shaping up to be one of the best NHL playoffs in many many years. Every team left (except Nashville) could easily make it to the stanley cup finals. I think Detroit is going to edge out Vancouver and either the Bruins or Capitals finally make it to the finals.

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  38. its raining in MI.........

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  39. Depuy total joints are a distributor based model and those that were direct after the JnJ/Depuy merger of 1998 are now distributorships (DePuy Carolinas is now a distributor model and in the top 2 distributors in the country). The writing of history is there - the Synthes reps will be absorbed into a distributor based model. The real question that exist, is how many of the DePuy distributors stay and how many Synthes Area VPs/Regional Managers get distributorships. The jockeying for these positions are already starting.
    As for commissions - the gravy train for the Synthes rep is over. At best 10% with a possible bump for growth.

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  40. Oh yeah, buy the way to all you Synthes reps. As an independent rep for DePuy, not only will you see your commissions cut 25 -35%, you'll be buying your on healthcare insurance, dental, vision, short and long term disability, life insureance... The acquisition will be a steep haircut for you :)

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  41. What is the commission for DePuy Spine distributor reps?

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  42. 1:11
    how about a spelling bee?

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  43. Spelling Bee... S-P-E-L-L-I-N-G (space) B-E-E.... Spelling Bee

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  44. 1:59
    Using the incorrect word doesn't negate the validity of a statement. Just a frenitic mind at work and not using spell check.

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  45. 1:11
    Spell check will not catch the improper use of an actual word.
    In your case you used the word "buy" (as in to acquire the possession of, or the right to, by paying or promising to pay an equivalent, especially in money; purchase)instead of the word "by" (as a means of conveyance).
    This is a common occurrence and should not be used as a negative reflection of your intelligence.
    But coupled with your use of the word "on" instead of "own" and "insureance" instead of "insurance" a pattern becomes clear. Your sentence structure is poor and to lead off with an "Oh yeah" and end with an emoticon is highly suggestive.
    The subsequent rebuttal at 2:08 is trite and indicates an unstructured and undisciplined mind.
    All this corroborates your claim of being "an independent rep for DePuy".
    I am oh so looking forward to joining your organization.

    Your local Synthes representative

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  46. I'm on this site more than I'm with my wife!

    Osteocell plus saved my life.

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  47. I know. Thanks for staying away so long.

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  48. I discovered this site when I googled Lanx. The 3rd item that came up was an article by a guy named musculoskeletal man entitled "Lanx No Thanx"

    I've been hooked ever since

    Thank you TSB.

    Have you ever considered offshoots of this site? Like operating room stories ? I have a thousand of them.

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  49. Tampa wins the finals in 7 games.


    How many smaller companies are just about to pick up some serious talent that doesn't want their commissions cut?

    I'll bet the sales senate would love to go back to 01 and push Hansy for those stock options again.

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  50. I just googled lanx to check on it and the TSB post came up third. Bummer for them.

    On another note - quite a few commentaries on the Lanx post regarding TSB's grammar. For those of you who have ever written a blog - one post can take much longer than you would assume. Between organizing your thoughts, including song lyrics to go with the topic, and finding an eloquent way to state your case, it is no easy task. I for one would rather read 3 or 4 posts a week than one post that has flawless grammar. Which, however, doesn't seem to be an issue. Keep it up TSB!!

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  51. Can anyone spell DONKEY? My spell check says N-U-V-A-S-I-V-E, is incorrect...As far as implant commoditization is concerned, it's not a theory, but reality. Unfortunately it's staring at us all. The fact that Depuy and Synthes together can compete in all markets of the hospital, like a few other companies. It will come down to the mighty dollar and which company can save the system the most. GoBust and Inflation and others cannot compete in any of the other markets. Are the same people predicting gas shortages, the same people proposing these RFP's? I have to wonder!

    Hee Haw

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  52. J&J is starting a trend. ZS is looking seriously @ Arthocare. Poor Arthrocare! :) Watch your feet, here comes the sharks and they hungry

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  53. Medtronic to buy Zimmer. Same story of pros, cons and impossibilities until it happens.
    Interest rates are low.... cash piles are high after the recent downturn....M&A is in the air!

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  54. Now...in this merger scenario, my question is what will Zimmer do? Since, they can't beat the new entity in trauma etc., will they try reinforce their spine division by acquisitions and try to become major player (at least) in spine? Or, is Zimmer Spine a done deal? What do you think?

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  55. I have heard the Medtronic to buy Zimmer rumor too, and it wasn't here.
    That would be interesting.

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  56. Tampa has a hockey team?! Well isn't that something...

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  57. All of Zimmer? Now that would be interesting.

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  58. That would be a complete violation of monopoly laws. Keep smoking the wacky tobaco dreamers.

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  59. what are the commission points for synthes and depuy guys?

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  60. I hear JNJ is working on a more diverse and sensitive approach to the multicultural world we live in and to reflect the wide variety of products they carry.
    In light of this they plan on re-branding the DePuy franchise to help integrate the European culture into the family. Beginning in 2012 the newly formed DePuthys will sell trauma, spine and our full array of women's health care products.

    Can't wait to see DePuthys on the street!

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  61. Im reading reports that due to anti-trust laws, JnJ may be required to divest some parts of the Synthes deal,,more specifically, the spine division. This is far from over, dont be surprised if Synthes Spine is broken off and bought by someone else before this deal is closed Q1 2012

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  62. Monopoly laws? Anti-trust? How specifically does the J&J deal break any of these laws and the rumored Medtronic deal?
    Are you implying that by these mergers happening that customers will have no other choices for these specialties?
    Monopoly defined = The exclusive possession or control of the supply or trade in a commodity or service.
    This does not fit either situation, there are still PLENTY of choices for customers. Get a clue armchair analysts and corporate attorney wannabee's.

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  63. HI,Detroit here, looking to get into the buisness. I will work for half the price as these other rep's. Leave a number

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  64. AntiTrust will not be an issue. When MDT purchased Kyphon ... Kyphon was the 4th largest spine company and nobody blinked an eye.

    Even if you assume no loss of sales in the transition, the combined spine revenues from J&J and Synthes still puts them about $500M short of MDT's hardware number.

    I agree with an earlier post. Globus is completely hosed in this deal. J&J didn't just make their largest acquisition ever to watch some piss ant Globus knock off their portfolio.

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  65. 7:40
    Won't happen. Combining Depuy Spine and Synthes Spine market share this new entity will still trail Danek's market share by roughly 9%.
    Why would these reports say the spin off of spine would be necessary but not Synthes trauma? Synthes trauma has more than 50% market share. The logic is not there.

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  66. Medtronic Market Cap 45 Billion
    J&J Market Cap 12 Billion

    Pop goes the weasel..............

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  67. yo yo yo back bolt johnny...I know B-school isn't really necessary to sell 'dem 'der screws...but I think there's a misunderstandin' about what "market cap" is.

    Market Capitalization
    JNJ=178.83B
    MDT=44.76

    Close on the MDT number but not quite on the JNJ figure

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  68. Pipa Middleton gives me a tingle up my spine!

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  69. 7:40 you a funny mutha futta! And real smart 2!

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  70. Its going to be a long, hard fall for the Synthes reps.
    No more 12.5% commissions and a loss of approximately $25K in benefits that will now have to come out of your pocket. Don't believe me, then add up these numbers.
    Insurance for family of 4 - $1250 month
    Dental - $110 month
    Short & Long Term Disability - $160 month
    $250K Term Life Insurance - $40 month
    $8K loss of 401K match and profit share
    For you Synthes reps who haven't shopped for insurance lately, these numbers are real. Sadly, you can't even buy insurance as good as Synthes offers to its employees. That $1250 a month figure gets you insurance, but not like what you currently have.
    The Swiss machine is really taking care of you!

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  71. Would someone at the spineblogger PLEASE remove the word "professional" from the tag at the top of this site. ". . . discussed in a professional manner"?? What a joke! Most of the posts on here are pathetic and unprofessional at best, borderline slanderous at worst.

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  72. Actually, the trade commission did bat an eye at the Kyphon acquisition -- MDT was forced to divest Disc-O-Tech assets from Kyphon which JnJ picked up for 100M. It is less likely anything will be divested in the JNJ/Sythes deal, but it is highly likely a Zimmer acquisition by MDT would force divestiture of the spinal assets. Smith and Nephew is the more logical play for MDT -- after all they are right across the street in Memphis.

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  73. Hey 8:04, would you mind passing the Grey Poupon? Get over yourself.

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  74. 8:14, thank you for proving my point.

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  75. 8:04
    You pathetic little dweeb. Must be a Synthes drone. I haven't seen anything slanderous so far, just a lot of opinions and conjectures. Some opinions based on historical facts and others... well, some people just don't think.

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  76. How did you find time to break from the royal wedding 8:18?

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  77. 8:04
    "Get over yourself Francis" - from the movie Stripes.

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  78. 8:24, I believe the line is "Lighten up Frances"- but good reference nonetheless!

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  79. 8:24
    You are correct! Thanks for correcting me. Nice to meet another Stripes fan.

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  80. I mistyped in a previous post.... market cap for ZIMMER is 12 billion...not J&J

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  81. Can't see the MDT purchase of Zimmer, but could see Zimmer purchase of MDT spine. It's been obvious for some time that MDT leadership in MN thinks the spine division is dead weight. They sang a different song when they were milking spine profits post acquisition but not reinvesting in the product pipeline.

    The biggest barrier to a spine spin-off is the Infuse fine which is a sure thing. Just a matter of time and amount.

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  82. @9:24

    WTF?
    How is the weather in your world dude, sunny with a high chance of insanity? I won't even begin to explain the reasons that makes the least sense of any post on this thread yet because its obvious you have no grasp of reality.

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  83. 9:38

    I Don't think 9:24 is so insane. There has been a lot of talk over the past year in the venture cap world about a MDT sales of spine. Many scenarios have been discussed, the Zimmer deal is just one of them. Perhaps just conjecture, but who knows?

    Why are people so quick to jump people's shit in this blog? It's a forum for opinions. Don't get me wrong, that MF that keeps asking when Globus is going public needs bitch slapped!

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  84. 9:53

    Don't fall on your double edged sword!

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  85. When's Globus going to go bust, I mean public?

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  86. Zimmer has a spine group??????

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  87. Globus is going public? When?

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  88. This just in.
    MDT has layed off approximately 200 employees from it's Spine and Biologics division based in Memphis, TN. The affected comprised a mix of in house personnel including operations, customer service, finance and sales operations. The reduction also affected strategic levels of field based sales management and sales specialists. Not affected were the real dopes in charge who continue to run this company into the ground.

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  89. what are "strategic levels of field based sales management and sales specialists"?

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  90. Just got back from SAS,, Was ZERO discussion about Globus being acquired or going public.

    Why? Because nobody cares about them. Having spoken w/ several analysts at the meeting, all were saying the same thing "Too many questions about their business model,, specifically the level of surgeon involvement which translates into sales".

    Neither the investment community nor any company out there can put a "true" value on the company,, so don't expect to see anything happening w/ Globust anytome soon.

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  91. The synthes reps are gone! A distributor model will prevail

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  92. This just in...NuVasive's #3 in Spine!

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  93. I gain more truthful information from the current administration than I do here.

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  94. earlier poster was correct re: divesting spine business. It's a very real possibility. Let's see who swoops in early next year and purchases Synthes Spine

    http://www.fool.com/investing/value/2011/04/29/johnson-johnsons-traumatic-purchase.aspx

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  95. Laughing @ 6:51

    That's like saying "YEAH,, I won a bronze medal".

    #3,, Who really cares? The 2 companies ahead of yours are still 2-3X the size that you are.

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  96. For being such a young company, it IS a big deal that NuVasive is #3 in spine...and you know it, 8:33am. The truth shall set you free, my friend!

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  97. 11:11 For "such a young company"? I guess you've been at Nuva for a year or two and are obviously drinking all the Purple juice that you can,,

    The company was founded in 1995, then almost closed it's doors a few years later as it had little to sell and faced a major recall w/ its allograft at the time.

    Having been completely distributor based, it wasn't until late 2005/ early 2006 that the Sr. management listened to an outside consultant who encouraged them to take their business direct in many markets in order to truly be able to penetrate w/ XLIF the way that they needed to in order to become successful.

    Once the "hybrid" model was implemented, Nuvasive actually begand to gain traction and then saw their true gorwth begin.

    As for your comment that "it IS a big deal that Nuvasive is #3 in spine",, Is it, Really? Who cares other than the people working for Nuvasive?

    Newsflash my newbie friend to spine,, With the company still largely dependent on XLIF, the company's best growth period is behind it. With majority of its potential XLIF targets trained, many of whom have now switched to using a competitive system & pricing continuing to erode, 5-8% growth will become the norm moving forward.

    Enjoy NUVA's last days as an independent as they will soon be numbered. As for "the truth setting me free",,, Oh yes, it will, just as soon as NUVA is acquired, which will only be a matter of time.

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  98. 12:45pm, you sound bitter, and your post seems to contradict itself. In one paragraph you state that NuVasive became "successful" after going to a direct sales model, and then in another you state that nobody cares if NuVasive is #3 in spine. So you agree that NuVasive is a success, yet you think nobody cares? I think the truth is that YOU don't care because you are not a benefactor of that success. There's your truth...feel free to set yourself free...or don't. As you say, "nobody cares".

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  99. So what is the next acquisition? Does Zimmer/Stryker purchase a NuVa/Globus/(insert other small company here) or do one of the pure play spine companies get into the general ortho area?

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  100. NUVA will be purchased. It is just a matter of time until one of the big boys like Stryker that have cash will swoop them up...

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  101. 12:43 Not sure what your point is? I never said that Nuvasive hadn't been successful, I was simply responding to your post that no one cares that they're #3 in spine,,

    Additionally, my 2nd response to your other comments that "for being such a young company ,,it IS a big deal" is what it is,, a factual response helping provide some perspective for you because apparently you're too new to this business to have any.

    As for me being a benefactor,, Well, let's just say that ole' Uncle Alex has helped me prosper just fine. There's been nothing sweeter than shorting a stock like Nuva all the way to the bank.

    Have a nice day rookie.

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  102. Just wondering, does anyone think Synthes would now allow their reps to leave for other opportunities in spine without enforcing their non compete?
    Many people are leaving that company.

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  103. 7:23

    Not being rude but think that one through. Synthes will have no say and why would JNJ allow that? What would the benefit be to them?

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  104. you're right, it wouldn't benefit them. it's kind of a wishful thinking comment because I'd like to pick off a couple of those reps before they have to sign a JNJ non compete.

    How iron clad are those contracts... (MDT has allowed their reps to get back in if tney get fired and aren't worth the hassle of enforcing.)

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  105. Not true. MDT will enforce for the full 12 month term for reps. If the Synthes rep did not have a non compete to begin with then it's time to make a move on them. They will be forced to sign something by JNJ. Otherwise the contract is solid and will be enforced.

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  106. I think with the launch of Solus and GLIF, and the leadership of Steve L. Alphatec will be #4 in Spine by next year, then Stryker will buy them. What do you think?

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  107. MDT made all of their distributor reps sign a new non-compete with the distributors several years back that made the non-compete transferable to Medtronic in the event the distributor was fired or severed the relationship with Medtronic for any reason. It was presented to the reps that if they didn't sign, the distributor would lose his contract and everyone would be out of a job.

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  108. Don't underestimate GLIF, it has a clear benefit over DLIF and XLIF if they can execute the training and the launch properly. Aside from doing the whole operation in the prone position, the main benefit may be that it requires independent monitoring. That is a huge liability for MDT and NUVA with their reps and their machines and "the mute button makes everything go smoother" mentality. It also takes the docs out of the picture that only monitor for the payment they get.

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  109. I left MDT, took business with me, and they never even sent me a letter. Their lawyers were too busy defending their Michelson IP, preparing deferred prosecution documents, writing policies to prevent biologics reps to be in the room when Infuse was being used off label, drafting royalty agreements to the Louisville 5 (who they are still paying yet getting no business from) and changing the comp plan to prevent any reps from actually persuading a doctor to use their products. LOL at those bozos. Lawyers Gone Wild!!!

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  110. I can't see Alphatec getting bought until they are days away from bankruptcy. Too many skeletons in the closet with the current business practices. However, as my wife says, I have been known to be wrong.

    A sidenote, is 4th place worth it at less than 300m? Not much of a bragging right.

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  111. I agree. Even NuVa at 500m isn't exactly a big deal when you are about to be less than half of #2.

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  112. You guys can talk about who's ranked what all day long. That still doesn't change the fact that I'm swallowing-up huge chunks of YOUR business in my territory so fast that I can hardly keep up. Do you think that this is the case because I am an amazing salesman, or could it be that the surgeons I meet with are smart enough to realize that what I'm selling is better than the rest?

    You can argue all day long that NuVa reps are drinking the koolaide...that XLIF is no different from DLIF, LLIF, or any other LIF...but the fact is that we don't care what you think. We care what surgeons think, and they think that XLIF is the best overall lateral procedure by a long shot. Numbers don't lie!!

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  113. I heard Steve L. has "I Love PODs" Tattooed above his butt crack. #4??? are you serious? They will be lucky if they are traded on the Ethiopian stock exchange in 3 years.

    GLIF - Flop
    Osseofix - Flop
    Osseoscrew - Flop
    Heliofix - Flop
    Scient'x merger - Flop

    Alphatec is only worth the urinal cakes in their corporate headquarters. I am in the middle of the country and they are getting their ass handed to them. I look forward to the next WSJ article.

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  114. Back to JNJ-Synthes...

    Part of any acquisition strategy is to reduce redundancies and achieve higher returns. For employees of 1302 Wrights Lane, this means you're out of luck. JNJ will not allow a second US development site performing competing development. As for the Oberdorf DC, well I'm not aware of any other JNJ business that has geography specific development centers

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  115. After reading Zimmer's recent earnings transcript ... if anyone thinks this company remotely cares about Spine you're under the influence.

    Another 5.8% down after a horrible quarter in 2010. Even with anemic 2% market growth, Zimmer is losing share fast.

    Dvorak, again, blamed it on pricing and reimbursement pressures. It's has nothing to do with either and everything to do with a lack of leadership and continuity at the top, a sales force that's weak at best, and a product portfolio that's full of antiques.

    The launched Pathfinder II (two to three years too late) and a rebranded Trabecular Metal implant for the cervical spine that they've been selling for almost 10 years.

    Look for Zimmer to divest themselves of Spine and it's headcount. They seem to love chopping employees and giving the Warsaw execs fat raises..

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  116. @4:52...

    Couldn't agree more. Consider past acquisitions, Implex, Endius and Abbott Spine. What a joke! It's almost as if the big "Z" was trying to fail in the spine market segment!

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  117. 10:36
    Thanks for sharing that you have little to do with your own success. Why am I not surprised. It means you will loose whatever gains you have now as quickly as you were "swallowing" early! And your surgeons are also smart enough to know you bring no value to them.

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  118. Hey May 1 1:51am,
    It's obvious you don't know jack squat about Alphatec.
    Osseofix-over 2,000 patients
    Osseoscrew;underway
    Helifix; underway
    GLIF; underway
    You should stay in the middle of the country and tattoo your ass with
    "Enter Here"

    To blog: JJ/Syn; won't be easy and long time till affects us in field.

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  119. @8:47am

    I bring plenty of value to the table, but I'm not too arrogant to realize that having XLIF in my bag is a huge advantage.

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  120. 12:56
    Too late...You already exposed yourself as arrogant and now naive. Xlif is the ONLY thing in your bag that is an advantage and that is no longer true. Hope you saved some of your dough instead of riding around in the Range Rover.

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  121. Dercher, Mann, and Borsa are kicking ATEC ass in the middle of country.....

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  122. Is it me or do these bloggers always confuse "lose" and "loose"?
    I was taught "lose" means to not have any more or mis-place
    I was taught "loose" means the opposite of "tight"
    Were my teachers wrong, cause I see that shit non-stop on here?

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  123. Great question for this forum. Have you tried a dictionary or wikipedia?

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  124. 3:23, are u really quibbling over "lose" and "loose"" when we have such dire matters to contend with such as " you"" and "you're?" RETARDS, get it right!!!

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  125. Who is going to buy SpineWave? And when?

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  126. Alphatech! As soon as they turn a profit!. HA

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  127. 5:23 -- nobody ... that company has been around a long long time but is missing key FDA approval(s) for their flagship technology. I'm not trashing SpineWave . . . it's a great tuck in product for a multi-line spine rep.

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  128. 846. Might want to check your facts on the ville 5. MDT still winning.

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  129. 3:04pm, you're an idiot.

    OSAMA BIN LADEN IS DEAD!!!!! WHAHOOOOO!!!

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  130. 3:23 and 5:08 your both definately rite.

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  131. 7:59

    You may want to check your facts. Randy & John are now backing Toby with ATEC. How does that mean MDT is still winning? Telling yourself over & over again that this won't hurt you doesn't mean it won't.Nice try Brad.

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  132. Lanx is going to buy Spinewave. Deal is in the works and also word that they are looking to purchase Si-Bone. Looks like the new moves in management are paying off!!!!

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  133. any word on all of the layoffs in the Biologic division between Friday and today? Where is that all heading?

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  134. layoffs of Medtronic Biologics that is....

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  135. Wow LANX is on the move! Everybody better watch their back. (You wouldn't want someone to put that shite in there!) Ha, ha!

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  136. Synthes Representatives are being told they will be protected and they are safe. Thats a standard "string along" line. You are foolish to think that you will have positions at Depuy. Doubling up of representatives will not happen. Unless they want to become Jr Representatives to the Depuy Rep that currently exists. So Synthes reps, how will it feel to call the Depuy Rep in your existing territory "manager"? If you even have a job by next year. Chances are you will be strung along as close as possible to the cutoff date. You will hand over your territory on a silver platter. Sucker!!

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  137. i think the picture painted by 10:30 is unlikely. I think there are valuable representatives from each organization and its likely people will make informed decisions that benefit the given areas.

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  138. I think 10:30 sounds like a competitor from trying to get all up in the grill of a Synthes rep in his/her territory.

    I think 10:30 should look up the definition of Karma, that is unless he/she is not posting this after spending the morning sending out resumes, in which case see: Humility.

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  139. 11:56 and 12:09 sounds like the same rep who is gonna get some Instant Karma . Running scared??

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  140. 10:30 is horribly confused. The only people who need to be worried about this merger is the field sales management for DePuy Spine who Mike Mahoney now realizes is very short on talent and vision.

    Any reps who have positioned themselves well for either side, being a distributor run organization, will have a spot and bring their business, although their territory will likely be smaller and paid 10% commissions per the DePuy Spine Distributor Agreements.

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  141. 2:04pm is depending on this lie to keep the Synthes reps in Lock Step. The longer the Synthes reps forge ahead like good little soldiers the better chance that Depuy retains the business. Any Synthes Rep in an area where Depuy has a strong presence has to know that his/her days are numbered. Only a Synthes rep in a geography where Depuy has no presence will be incorporated. Only a fool would believe otherwise. Sounds like 2:04 is a Depuy Rep who is trying to retain Synthes accounts until the axe falls.

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  142. Is a depuy representative an actual employee of J&J or the distributor?

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  143. That depends. DePuy does have some direct employees that are sales reps. The vast majority, however, are employed by the distributor and not DePuy.

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  144. 2:04 ....Really? If you know anything about this business, you should know that surgeon relationships trump everything. My surgeons have told me not too worry! If you think for one second DePuy is going to waltz in and hand off all of my business to the DePuy rep, you are sadly mistaken. Synthes reps will have an opportunity to work with JNJ and if not, my surgeons will gladly move their business wherever I go. In my territory, I currently have surgeons that use 50% Synthes and 50% DePuy. My surgeons have said, "If JNJ screws you over, I have no issues moving my business to Stryker or Medtronic, take your pick"! So, with that said, I fully expect JNJ to be very strategic in this merger and handle the superstar reps with a little TLC!

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  145. Dudes and Dudets lets just all calm down. For those of you that have been in this business...let’s just say, before Cap pricing, POD's, Surgeon investment companies, shit the list goes on. Remember the good 'ol days when you could actually SELL! YEs sell on your product knowledge. You knew your competitors products inside out and knew the landscape. You were truly an assets to the team in the OR and they counted on your ass being there. Hell I can remember many of times getting a call for the circulator in the room setting up a room asking me "are you on your way", no she wasn't wanting to know if I was on my way with coffee and a breakfast sandwich, she/he was calling because we were a part of that team and they relied on us! I am in no way ashamed of being one of those reps that make over $300K but I don’t need to EVER through it out there, unlike a total joint rep does (sorry). Those days of going into the surgeons office to actually template a case, yes for you newbie’s, we used to go into the office to actually go over the cases we had planned weeks/days in advance. Those days of actually speaking to a surgeon in the OR while looking at an MRI/CT/XRAY and actually engage him/her in the planned procedure are gone. Now I am not going to knock on the surgeon here, cause I have "heard" a few of them "might be checking" these blogs..please! If you are a surgeon and are checking these long winded blogs, you should be asking yourself "HAVE I THANKED MY SPINE REP LATELY". Do you as a surgeon REALLY know and can you really appreciate what your rep/reps do for you, for your staff, for your family etc…??? A good rep is not only what I mentioned above, but at times is a trusted friend. Let’s face it, spend 6-7 hrs in a case x 3-4 days a week with you we are going to know and hear things that you might not even tell your buddies outside of the OR. I have seen the demise of this type of relationship over the years and I have been in this business for 11 years. I have seen the up’s and down’s in this business and for the most part it has been UP. It has afforded me and my family an excellent lifestyle, but NOTHING was given to me or the others on this blog. Some of us cut or teeth as case coverage persons, while some of us trauma, and some of us had super territories split and had some dumb ass come in only to totally make a mess of the relationships we cultivated in the first place. But who cares where we all started, we should be treated with respect just like you would your circulator, your scrub or PA or RN etc…lets face it people, really, think about the times that your surgeon and OR staff counted on your asses to help them in that pinch, to help them with the removing some piece of shit hardware that they knew nothing about and you come in and help provided and say hey “it’s a 2.5mm hex head man”. GAME OVER!!!!

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  146. long winded indeed

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  147. Quick, get the X-ray equipment and a cast set up, 8:42 broke his arm patting himself on the back too hard....you must work in some pretty big OR suites in order for you and your self importance to get in the same room as the patient and doctor....

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  148. Hey 8:42...pipe down you fraudulent wind-bag.

    You are a child at 11 years of experience; I've got 22 years in this game....and yes...you were clearly given a lot. You're lucky to still be hanging around with your self-glorifying attitude.

    Stop the nonsense and enjoy your +$300K position while not whining.

    There are no easy $300K jobs, so stop!

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  149. Hey Synthes / DePuy reps, IMO having gone through this before, it's very simple - if you're good, you'll stay. There's no cookie cutter "all Synthes reps will be put under DePuy mgt" philosophy. The integration teams aren't that stupid. They'll look at each situation independently, and yes, some redundancy will be cut, but there's also two complete product lines to sell and service also. So their job is to keep the best, and keep them happy, and that's what they'll try to do. Do your best work now, if you haven't been already, embrace the change and your new colleagues, and decide carefully when to "step up" and when "stepping up" may just be getting in the way. When in doubt, go with the flow. And good luck to everyone. May the best reps win.

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  150. 9:27 It will be interesting in cases where a customer is using Synthes and Depuy. 2 Invoices? who is growing the business? Sooner or later the conflict will arise over numbers and dollars. Integration is never easy. Reps from one parent company competing for the same dollars.
    Doc to Synthes rep " I am doing a front back revision, can you bring the Zero P, and can you ask your buddy to bring the Mountaineer"

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  151. LANX is buying Spine Wave? LANX is barely alive themselves being hit with tons of ISP competition. More or less buying a company with <$40m in sales and >$175m invested. Artifiicial nucleus is +5 years away, a few other expandable cages are on or hitting the market now, recently launched MIS system into a capitated pricing market. The equation doesn't make sense. That's a 4x multiple to break even in a sluggish market. Somebody smarter than me would have to explain that, and trust me there are plenty out there, just read this blog. Unless the investors want to cut bait and take the break even or small loss instead betting on the market getting better. I guess stay tuned.......

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  152. Hello- it seems as if it's back and forth, with companies, to reps, and which ones to work or do business with. Which is the most stable company out there?

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  153. Dear Mr. 8:17. 22 years wow and your still plugging along wearing the same suite probably, probably been up and down the management ladder. I have something for you to PIPE DOWN ON! Come to CALI and see how the big boys roll. At 11 years in this biz I can toot my own horn and do! I worked hard for what I have, nothing was given to me and I proud to be a Spine Rep. And 1:32, what are you talking about man? Its 1:32am and your up pounding the keys on some Spine Blog?? Dont you have a surgical tech brochure to read before that big single level ACDF case you have to cover tomorrow morning?? Oh no...what to do?? LOL!

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  154. 10:57 Stable Spine LLC

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  155. anyone heard of companies looking for a seasoned spine rep direct in Northern California?? Thanks.

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  156. 9:58 - Understatement of the year - Integration is never easy. And that's exactly the point. Nobody is expecting anyone to know or do everything right. It's like the beginning of a square dance where nobody knows where to go. Just use common sense, listen to what is asked of you, have a positive attitude, avoid all of the bulls..., innuendo, gossip, rumormongering, and opinionspewing that always goes on, and most importantly, keep doing your job, and everything will turn out just fine.

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  157. 1:49
    9:27
    7:52
    Take your head out of the sand. Read TSB new post. He agrees that companies will feed you the 'you are safe" line until you are cut. How long have you been in this business? Do you believe anything anyone tells you? Get the resume going, before the mortgage payments are late.

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  158. OK 1:49 hits it right on the F-ING head!! Great call man!!!

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  159. I'm in agreement with 1:49. Having been through several buyouts(on both sides I might add), he is spot on. 3:58 is showing his immaturity. No worries 3:58, we were all there at one time in our lives. You'll outgrow it.

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  160. Not sure I can agree on everything said on TSB other than Bryan is a tool!

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  161. got your tool right here!

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  162. 4:30 are you also saying TSB is immature? since he is stating the same thing as me. Read his blog.

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  163. Hey 4:10, 1:49 here - There's nothing inconsistent with what TSB said and what I said. There's no question that integration creates changes that may reduce how you see your opportunities to grow within the organization. ( territory size, management ops, etc.) So having your resume ready and scouting out other opportunities isn't a bad thing at this time. But there's a huge difference between choosing to move elsewhere, and being sent packing. And the latter is only going to happen to the dead wood. If you're good, they'll have or find a home for you.

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  164. Hey 10:44 Guess you didn't read TSB next blog where he advises reps to start working on resumes and not buy into the company propaganda. You should read more and speak less. Good advice for your sales style too. You probably don't give your customers a word edge-wise.

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  165. Was at Synthes Spine for 12 years and went from 120,000. in sales first year to 4 million give or take a few thousand at peak. Those who feel they can toot their own horn and think that they are safe in this acquisition will be logging onto the unemployment website for their benefits. We all know how competitive this market is. I have been out of it for a number of years but can tell you that the reps that have the least business are out.

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  166. When David Paul took off with all the intellectual spine property synthes spine started down its its current path of subpar products i.e. pangea.

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  167. I remember the great meetings in Tucson at Synthes and the incredible education and training we received. Too bad the products could not keep up with the sales reps. They outshines the product development group quarterly. Hard to teach a NASA engineer the biomechanics of human anatomy. I still have two sets of cervical plates that were scrapped because the bushing came out post op. I refused to sell them because of the danger they presented. There was a three month time period when someone at manufacturing messed up on the clickx screw machines because we had multiple failure all over the country and we were told to keep it under our hats. Out of thousands of clickx cases i never had a failure except that three week period where 6 patients constructs blew apart post op.

    I hated redos.

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  168. I recall a great national sales meeting a few years for Abbott Spine. Went home ready for another great year to read we sold to Zimmer. Who can you trust?

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