Post by Gregory Rubin, DO, MBA

Sports Medicine Physician at OrthoCollier | Northwestern University - Kellogg MBA | Founder of the Sports Med Review and AdLivo

J&J is moving Shockwave IVL from coronary to carotid as Boston Sci and Stryker chase them. The playbook is to prove a modality in one anatomy, then expand to adjacent high-burden sites. MSK founders should ask: Can our spine neuromodulation device work in knee OA? Can our rotator cuff biologic work in Achilles tears? Horizontal expansion is the new moat.