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Craig Gaffin, President of Global Orthopedics at Smith+Nephew, joins us to discuss how one of medtech’s most iconic brands is shifting gears to meet the demands of 2025 and beyond. We explore S+N’s ASC-focused robot (Cori), their unique HopCo partnership, commercial strategies, and what it means to lead through complexity. From firsthand patient experience to market differentiation, Craig shares an unfiltered look into strategy and execution at scale. Episode breakdown: 00:00 – Intro: Why ASCs Are Reshaping Medtech 02:48 – Smith+Nephew’s Outpatient Playbook with Craig Gaffin 06:00 – Why the Future Is Subscription-Based Devices 10:31 – What Makes the Cori Robot Different 15:22 – Capital Efficiency in Modern Medtech 19:10 – Competing with Intuitive Surgical’s Platform Model 24:44 – Craig on “Wi-Fi Money” and Recurring Revenue 28:02 – How Smith+Nephew Uses Data to Win in ASCs 32:17 – Building a Medtech Brand That VCs Respect 35:48 – Innovating Without Burning Cash 39:20 – Scaling Sales Without a Traditional Sales Force 43:55 – Lessons from Medtech Turnarounds 47:30 – Why Smith+Nephew Believes in Cori’s Potential 51:40 – Private Equity, Growth, and Strategic Control 55:29 – The Future of Robotics, Data, and Surgical Simplicity 1:00:18 – Craig’s Advice for Medtech Founders 1:03:45 – Final Thoughts: The Blueprint for a New Medtech Era Showpad has been helping medtech marketers use data and content to empower sellers to grow pipeline. Learn more at Showpad.com/StateofMedtech Are you a medtech CEO in need of some marketing help attracting investors, growing sales pipeline, and more? Go to [GrowMyMedtech.com](http://GrowMyMedtech.com) to book time for a free analysis. Subscribe to our Youtube Channel / @thestateofmedtech Subscribe to our LinkedIn Newsletter / the-state-of-medtech-6863578381842288641 Follow The State of MedTech on LinkedIn / thestateofmedtech Instagram / stateofmedtech TikTok / stateofmedtech X / stateofmedtech Facebook / stateofmedtech Follow Omar M. Khateeb on LinkedIn / okhateeb Instagram / omar.m.khateeb TikTok / omarkhateebofficial X / omarmkhateeb Facebook / omarmkhateeb #medicadevices #medicalsales #medtech #medicalsalesrep #pharmasales #medicaldevice