By: 22 September 2014

Max Reinhardt – The role of industry in advancing spinal surgical care

Max Reinhardt, Worldwide President at DePuy Synthes Spine, speaks about the future outlook for spinal implant companies at BritSpine conference

Q In what ways does the spine industry need to evolve to meet changing needs?

A We are focused on working with physicians, payers, providers and policy makers to bring solutions to patients that decrease cost while at the same time improving outcomes and ultimately patient satisfaction. Given the escalating pressure for evidence generation, industry will have to work with regulators to define appropriate requirements for clearance of new technology and find affordable ways to generate the evidence necessary.

Q Have there been any technology-based investments made to improve the market?

A When we assess technology investments, we think in terms of technologies that can address the unmet needs of spine patients and provide total solutions to improve efficiency of care and creates reproducible results.

Q Tell us more about how your ethnographic studies have helped understand the needs of the surgeon and/or patient?

A One direction we are taking is to study the many aspects of surgery and then look for ways to direct specific technologies to make procedures more reproducible and consistent – for example we are analysing the time it takes to prep for fusion surgery and then applying ways to improve that one aspect of surgery.

Q What is the future for the spinal industry?

A The future overall is very promising given the widespread nature of spine disease as the number one cause of disability in the working population; the needs and demands will continue to be very high. There will be focus on making procedures more affordable and more predictable. There may also be an increasing trend of reverse innovation in the spine industry.

D ePuy Synthes Spine reinforced its commitment to addressing the challenge of increasing healthcare costs, while delivering enhanced clinical outcomes to advance the care of more patients around the world.
Speaking at the biennial BritSpine 2014 conference; Max Reinhardt, Worldwide President of DePuy Synthes Spine, spoke about the past, present and future outlook for spinal implant companies and spinal surgeons.
“Spinal disorders impact patients of all ages as well as the families who care for them. The associated costs are considerable and have been estimated to exceed €12 billion annually in the EU1. Our primary aim at DePuy Synthes Spine is getting people back to doing the things they love, with the people they love, whilst reducing costs,” said Mr Reinhardt.
During the keynote presentation, Reinhardt, who has worked in the spinal industry for more than 12 years, recognised the significance of technological advancements from across the industry, yet highlighted the importance of adapting to current and future healthcare challenges.
“Identifying and addressing these challenges has brought new stakeholders to the table where payers, providers and policy-makers influence treatment decisions along with physicians and patients,” continued Reinhardt. “We must now operate in this new environment with new perspectives in mind and tailor solutions to bring the most value to our customers.”
Later in the conference agenda Reinhardt participated in an industry panel discussion. The company showcased a selection of its solutions during the congress, and offered delegates the opportunity to learn more about how its minimally invasive spine (MIS), anterior cervical and adult deformity solutions can enhance patient outcomes while delivering value to health care professionals.


1 Bevan, S [2012] The Impact of Back Pain on Sickness Absence in Europe [Internet] Lancaster, Lancaster University.
Available From: [Accessed 24.03.14]