We talked to Tamer IŞIN of Imed Surgical Technology about technology on orthopedics and software aided treatment solutions, and he had the following to say:-
First of all, how are you and your family doing in these COVID-19 times?
Tamer IŞIN: My family and I are doing just fine in these pandemic times. We had minor difficulties getting used to the new conditions at the beginning, but we got adapted in a short amount of time. We are trying to continue our businesses and social lives in the shadow of the Covid-19 Pandemic.
Tell us about you, your career, how you founded Imed Surgical Technology.
Tamer IŞIN: I started working in the Medical Supply market as a local dealer in 1995. My journey continued with country distributorship. Then I started manufacturing in the US. I returned to Turkey in 2012. About the time between 2013-2017, I concentrated more on developing new technology. I returned to business in 2017 with the first place award I received from Hacettepe University at a technologic innovation contest. I established a new company named Imed Surgical Technology in 2017 for research and development and concentrated on creating technology on orthopedics and software aided treatment solutions. I am continuing to do R&D projects together with the process to return to the American market.
How does Imed Surgical Technology innovate?
Tamer IŞIN: We are innovating software aided products for bone fixation together with solutions for educational purposes. We are also producing software aided products for the personalization of orthopedic treatments. We are working on 5 new products and projects other than one we have innovated in the past. We will be one of the top companies with the widest product portfolio on software aided orthopedics when the projects we are currently working on are completed. We were able to do the best on external fixation and software in the last 10 years. We also innovated new solutions to maintain this in the next 20 years. We also shared our experience with other parts of orthopedics. Very soon, we will introduce software aided solutions for all kinds of bone problems to the market. We have come to an end with our R&D studies on joint prostheses, bone plating, and spine surgeries. In our technologies, we use personalized treatments, personalized products, and artificial intelligence, augmented reality, and simulation technologies too. We attach great importance to orthopedic training. We have developed very beneficial digital solutions in this field. We aim to be a technological pioneer in the digitalization of orthopedics in the market and thus achieve a competitive advantage and achieve success.
How the coronavirus pandemic affects your business, and how are you coping?
Tamer IŞIN: The pandemic affected the sales part of orthopedics business %90. We did not get affected much because we are a company that operates mostly on R&D. We were able to continue our business working from home. We had some problems getting adapted to working from home. We currently have a higher R&D work performance thanks to the precautions we were able to take. The most negative effect the pandemic had on our R&D was the part that we had major difficulties employing new personnel and their integration with the projects.
Did you have to make difficult choices, and what are the lessons learned?
Tamer IŞIN: I can not say I had a major difficulty making any choices thanks to my 26 years of management experience. A major lesson learned was keeping the risk factors higher when making a business plan. In my opinion, from now on, unexpected risks will be one of the issues that the business world will worry about the most.
What specific tools, software, and management skills are you using to navigate this crisis?
Tamer IŞIN: We used communication tools and new softwares released in this field to completely manage remote working processes. Due to the fact that our team has an average age of 26.5 and 22.5 when I am excluded helped us very much to adapt to this condition.
Who are your competitors? And how do you plan to stay in the game?
Tamer IŞIN: Our competitors are the giants of the global orthopedics market, such as Johnson&Johnson, Zimmer Biomet, Smith&Nephew, and Stryker, together with the firms who work on robotics and software on bone fixation. We trust our technology to stay in the game. A new lesson learned in a short time is that we will follow a policy to make sure our innovative technology does not get stolen. We plan to always be a step ahead of anyone else with the new solutions and technology we develop. Our power is our technology.
Your final thoughts?
Tamer IŞIN: Near future in the health market will create great opportunities for the companies who are able to operate fast. The digitalization of orthopedics together with the health sector is inevitable when the whole world is digitalizing.
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