SXSW Dispatch: Johnson and Johnson is Disrupting by Going-To-Market Successfully.

The ability to deploy disruptive technology requires understanding the minds of decision makers

SXSW is all about disruption. I could just make that assertion, and, in the style of health technology companies, just move on. That is a set up, but I'll put my pedantic graphic in a footnote.¹

Disrupting healthcare is difficult. But disrupting disruption? It might as well be the actual job description of established companies. When I see deeply disruptive products in healthcare, brought to us by colleagues at Johnson and Johnson², I'm impressed.

This post is about a product they built in orthopedics, and it is both disruptive and deeply realistic when it comes to effective go-to-market, which in mental health care is almost completely absent.

They built a surgical robot. We have had surgical robots before. The da Vinci system is a very expensive surgical robot that does nothing to improve outcomes in any of the data I have reviewed.