Orthofix Medical Inc.

Just like we did at Foot & Ankle, you start with a really good KOL team, right? And you go out and you find the best of the best, and then you get together and you define it.

For us, it was the question on the table was, okay, who is Orthofix Orthopedics? And then ultimately, what category do we want to try to create here and define? So we defined it in four pillars of limb lengthening, deformity correction, limb preservation, and complex fracture.

And so ultimately we, you know, and our vision was like, these are the most difficult of the most difficult cases within, you know, post-traumatic injuries, pediatrics.

I mean, there's a lot of things that limb reconstruction touches.

So there's a little bit of that that was challenging, but we defined it first, developed the KOL team.

And then ultimately, it really comes down to good marketing and driving the message, finding different ways to get the message out.

Like for instance, One of the things we've done at Orthofix is we've created LinkedIn profiles for each of our businesses.

Whereas when I got there, we just had one generic LinkedIn profile for the company.

Throughout his career, Tom's raised capital, he's built sales organizations, he's helped launch products and expanded businesses internationally.

He's led companies through acquisitions involving some of the most recogni- recognizable names in MedTech, including Medtronic, Smith+Nephew, and Orthofix.

Tom served as a founder, a CEO, a COO, and a commercial leader helping companies scale from startup phase through growth and exit.

And today, through his consulting practice, The Device Doctor, and his fractional COO role at OUI Medical, Tom works closely with founders to help bridge the gap between innovation and commercialization.