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At AAOS Knee Implant Makers Pitch Better Fit, Precision

Once beyond reproach, knee replacement surgeries are getting a long, hard look by surgeons, researchers, and companies trying to determine whether success rates that exceed 90% can be improved upon by using customized implants or surgical robots.

Zimmer Biomet Holdings Inc. parked a casino in the center of the exhibit hall at the American Academy of Orthopaedic Surgeons (AAOS) meeting in Chicago in March. At least it looked like a casino; or perhaps a cruise ship. Whatever your chosen imagery, Zimmer certainly went BIG to trumpet the arrival of its Persona knee system. Wall Street analysts and surgeons may disagree about whether the implants represent an evolutionary or revolutionary step for the company’s knee line. But the pomp and circumstance surrounding the launch represented the growing appetite for new lines of knee implants and surgeries as well as the increasing importance marketing efforts will have in the success of these new products. (See Also see "At AAOS, Large Joint Makers Are Making It Personal" - In Vivo, 24 February, 2012..)

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