About: Sushant Kumar Banerji - MD
Orthotech, since its inception have been closely associated with leading surgeons to develop a comprehensive instrument set which can reduce the surgery time and also be user friendly. Orthotech insures that the quality of the instruments for such critical surgery like hip replacements are impeccable, the instruments are made smaller, simpler and light weight so as to enables their nimble and easy manoeuvring by the surgeons.
1. What is your perspective on becoming the leading brand in the Hip Joint replacement solutions segment? Can you explain in detail?
From the very formative years, we were determined and had completely focused our attention and resources on becoming ‘A Total Joint Replacement Solution Providers’. Since then we have focused ourselves on developing implants suiting to the Indian anatomy and also the international specifications. As an integral part we have taken keen steps in development of instrumentation by attending various surgeries to give the surgeons a set of instruments, which will not just be surgeon friendly but also reduce the surgery time. Due to these USP’s we have been able to establish Orthotech as a leading brand in the market.
2. How efficient are Orthotech equipments (surgical orthopaedic instruments, medical instruments and orthopaedic surgical implants instruments) to be in terms of usage? Can you give a percentage?
Orthotech, since its inception have been closely associated with leading surgeons to develop a comprehensive instrument set which can reduce the surgery time and also be user friendly.
From time to time our officers keep on meeting surgeons and discuss upon the existing instruments, their usage and any problems or any new suggestions to be incorporated. With this concept in mind Orthotech started associating with technocrats in coordination with the surgeons to design and develop instruments that would be smaller, light to handle, easy to use and in line with our range of products to incur the least amount of tissue or bone damage and suit all varied surgical techniques.
These instruments are not sold but lend for the surgeries and maintained by Orthotech. They are made available at any point of time for the surgeons wanting to use them for a Joint Replacement Surgery.
3. What are the biggest challenges in Hip replacement instruments manufacturing and how do your products address these challenges?
Its very important that all instruments related to hip replacement needs to be very well coordinated and in precision with the implants for which they are to be used.
In Orthotech along with the implants even instruments are made to go through stringent quality check measures. Each and every instruments are coded and their dimensions recorded and cross checked with the dimensions of the implants being manufactured.
Orthotech insures that the quality of the instruments for such critical surgery like hip replacements are impeccable, the instruments are made smaller, simpler and light weight so as to enables their nimble and easy manoeuvring by the surgeons. This enables the patients to incur the least amount of tissue/bone damage and the patient returns to normal life much faster.
4. How will you make future decisions on choice of orthopaedic surgical implants, medical instruments and working with hospitals?
Our future decisions are well defined in our Mission statement of being a global player in the medical fraternity with focus on Quality, Academics, Ethics and Affordability.
Our decisions have always been based upon the findings of QAEA being compromised in the open market. We are currently concentrating on wide range of Hip, Shoulder and Elbow prosthesis and instruments required for these surgeries.
Our endeavour has always been to ensure every strata of society has a good access to the basic medical facility that is reasonably priced.
We are always committed to our statement “Implant With Confidence”.
5. What are Modular Hip Replacement Systems and how is it used for hip replacements?
A modular Hip Replacement system comes with modularity which helps the surgeons to work out the right combination in relation to the anatomy of the bone. This gives more stability and comfort to the patient as the implant is close to the anatomy of the bone.
Therefore, in a modular hip replacement the implant for the femur and the acetabulum is not fixed as a result the surgeon can make a choice of the best fitting implant size for the femur and the acetabulum respectively, so that the recovery is faster and it well supports the weight of the body in both static and dynamic postures.
6. Tell us more about some of Hip Replacement systems?
There are different Hip replacements systems for instance the one piece partial hip replacement like Austin Moore and Thompson.
This was then improved upon with a new stem having a bipolar movement of the acetabular ball, hence this product was called Bipolar Prosthesis and surgeons prefer them for their free movement and less pain, but they lack modularity. This is appropriate for people living a sedentary life patterns, preferably seniors.
There is also Modular Hip Replacement and Total Hip Replacement for those having active and higher lifestyle demands, wherein an amalgamation of SS, Titanium or Ceramic and UHMWPE are used in various Cemented or Un-cemented versions depending upon the patient’s bone quality or surgeon’s preference. This gives more modularity and thus greater flexibility to the patient’s.
7. What are some of the biggest changes you have seen in healthcare industry since Orthotech establishment?
Healthcare was predominantly controlled by the foreign companies concentrating only on the premium segment.
Our Vision has always been to aim at being a global player in the medical fraternity with focus on Quality, Academics, Ethics and Affordability. To enable bringing the medical facilities to the masses without having to compromise on the quality.
8. Of your products, which one brings in the most business?
It’s very difficult to categorize in Hip replacement as these are required by both young and old depending upon the indication unlike in knee where it is mainly due to the arthritis.
All our products are requirement specific to suit different anatomies. Every product has its own specifications catering to a particular group of people. Furthermore, with new and improved designed implants are being introduced, it becomes challenging to identify or isolate a product that brings in the most business.
9. What can other manufacturer or suppliers of surgical orthopaedic instruments learn from your company’s success?
We have always stood by quality, ethics, academics and affordability and if one can inculcate this policy then success cannot elude them.
10. Speaking of percentages, as a percentage of revenue how much does Orthotech spend on R&D?
Orthotech has associated itself with some of the premier institutes of India for the purpose of R&D. We also have an R&D laboratory of our own. All in all we spend around 14.29% of our total revenue in pure Research and then for the Developmental activities a little more than 12.50% before the formal launching of the products into the market.
11. Is there anything else you wish to add?
Orthotech aims to give every strata of society a product which can make their life better. Hence, we call it Orthotech, ‘Implant With Confidence’.