The appeal of having a knee system to call your own varies by customer.

For orthopaedic surgeons, the potential benefits are numerous, and include:

• elevate the profile of you, your practice, and your affiliated hospitals
• earn ancillary income from a source in which you materially participate
• exert control over medical device costs, & pass savings on to hospitals
• neutralize pressures to place implant types that maximize supplier revenues
• tailor surgical instruments to your personal operative preferences
• optimize implant geometries, materials, & finishes to meet patient demands
• control product lifespan cycle, decide how/when changes are implemented
• determine how, by whom, and to whom implants are sold and distributed

The existent medical device company should weigh the current opportunity to:

• establish a revenue stream in the burgeoning knee implant market, where 3 million replacements are projected to be done annually in the US by 2030
• use existent manufacturing, quality, regulatory, and testing resources to expedite receipt of market clearance 
• reap product income quickly using in-place distribution/sales channels