Mark is testing whether a startup can survive selling only to independent ASCs, using AcuityMD data to show one French sports-medicine product could save ASCs up to $800,000. Speaker C compares it to an Uber Black strategy: viable if the orthopedics ASC market is big enough, and it avoids hospital bureaucracy, though it limits your reach.
Chapters
Can a startup focused on selling only to ASCs— because I, I talk to startups every week and they're trying to sell to everybody, and sometimes their product does way better in a hospital, sometimes their product does way better in a surgery center— can you make a living? Can you target and make a living with ASCs?
That's a really good question, and I'm actually generating about 6 proposals now only for independently owned ASCs, this new French sports medicine line, and just pulling in data from AcuityMD of what they're using now and basically saying, I can save you $800,000 if you'll look at this product line. And so far, the first two proposals I've sent, I've sent out have been met with deafening silence, but it's only been a week. And I guess, you know, I mean, you, I still, you still have the same problems of getting through the, the, you know, the noise barrier, I suppose, with, but still, that's a good, I'm running an experiment.
There's a difference between can startups sell only to ASCs or should they start, like, should that, like Tiger Buford and I were talking the other day, should that be your Uber Black car? And, uh, and I don't, I, I don't know the answer to that, but I, I depends on the, the, the market size in ASCs now in orthopedics is such that it is its own. It seems to me to be its, as its own expanding universe and big enough that you could probably sustain life there. Um, I would think. And, uh, but, uh, but I do, I do wonder sometimes if people think that's all they need to do and they don't have to worry about hospitals are too hard or hell, I don't know. I don't know. And they just like, oh, they're just the ASC company for now. Because I think people worry about that too much. I think it's a good place to start and maybe you can make a living there and you don't need to go bash your head on some other place. But, um, you can always change your perception, but you need to be hyper-focused. And, uh, you know, like Mark, like that's, you might be able to run a business on those independent ASCs. I know you're experimenting, but if you got what you were getting or think you're going to get, could you?
Absolutely. Huge.
Yeah.
The, uh, the big advantage is there's no VAT committee.
That's the big one. You're talking to the owners, not, not a bureaucracy.
