Each year the American Academy of Orthopaedic Surgery (AAOS) holds its annual meeting in one of the largest convention f

[answerhappygod]

Each year the American Academy of Orthopaedic Surgery (AAOS)
holds its annual meeting in one of the largest convention
facilities in the United States. The attendance at these meetings
numbers over 15,000 participants and draws physicians from all over
the world. For over 20 years, this association meeting has been a
major location for suppliers of products that are used in
orthopedic surgery to display their wares. Surgeons have been an
important member of every medical staff in that not only is
orthopedic surgery common at community and tertiary hospitals, but
the reimbursements for these procedures are strong. For decades,
the orthopedic surgeon has been the gatekeeper and the influencer
of the purchaser. After a recent AAOS annual meeting, several
members of the marketing and sales group of a major orthopedic
device manufacturer gathered to debrief their experience at the
meeting. The debrief included the division vice president of
marketing, the director of sales representatives who attended the
meeting, and the head of hospital sales, along with the director of
the hospital group purchasing alliance. They discussed what they
had learned in their 4 days at the meeting. The new fiscal year was
a few months away and the March AAOS meetings often caused them to
revise their sales forecasts and further refine their strategy.
However, after a particular meeting, a curious conversation
occurred: "How so," said the head of hospital sales, "I think I saw
every orthopedic surgeon I knew and AAOS set attendance records."
"Yes, I agree", said, the head of alliance purchasing, "the market
is changing and the doctors were pretty clear about it and not too
happy about the changes. From what I hear the days of them just
saying they can call the shots about any device from any
manufacturer is over. Hospitals are pretty clearly looking to
control inventory by narrowing the range of options. If our hip or
artificial knee is not one of the two or three on the approved
list, it won’t matter if the surgeon likes it." Well, what about
our brand name? Does that matter anymore? All we have done for 30
years is spend money in trade publications, be at trade booths,
spend time in the operating room with doctors, is it all for
nothing?" "How do we get control of this situation?" Essay
requirements. Write a 5-page paper in APA format (not including the
cover page and reference page). Your essay must use the background
and at least two peer-reviewed journal articles from LIRN to
address the following points: Discuss what is occurring and
experienced in this situation is the growing strength of a buyer
who is now gaining control of a market and taking away the
influence of a key industrial influencer. Another key concept that
can be highlighted in this case is whether the device manufacturer
wants to begin to try to shift from a hospital push strategy
(through the orthopedic surgeons) to possibly create any sort of a
pull strategy among patients who need this surgery. Is it possible
for an implantable device or is this a commodity good? Who has the
power in this situation? Is it the physician? Hospital purchasing
alliance? Supplier? What is the source of power? You may wish to
use Modules 1, 2, 8, and 9, at http://tinyurl.com/yyzjvj9k, to help
with planning and drafting your essay.