February 27, 2015 by Brad Perriello
Royal Oak Medical Devices touts its ‘repless’ generic sales model, saying it can save its hospital customers more than $100,000 a year on their orthopedic implant spends.
Royal Oak Medical Devices says it can save its hospital customers more than $100,000 a year on their orthopedic implant spends, using its so-called ‘repless’ generic sales model.
The repless sales model eliminates the traditional medical device sales rep’s role in the operating room. Although companies such as Smith & Nephew (FTSE:SN, NYSE:SNN) and Wright Medical(NSDQ:WMGI) are piloting their own versions, others including Stryker (NYSE:SYK) are skeptical that repless sales can gain a foothold in high-skill orthopedics procedures. 
Michigan-based Royal Oak, a subsidiary of Royal Oak Industries, said a surgeon in Illinois saved about $88,000 over 6 months using its repless offering – claiming its prices are 40% to 70% lower than the lowest-price premium-brand implants.