XinRong Medical: Energizing the Orthopedic Marketplace
Christine Zhang, CEO
Driven by an aging population, improving treatment rate, and growing affordability, the Chinese Orthopedic marketplace has grown in ranks to emerge as one of the largest orthopedic markets in the world. The sheer vastness of the marketplace invariably demands high-quality sales channels, products developed based on domestic market requirements, and effective education and training pertaining to relevant technologies.
One of the forerunners energizing this potential for innovation is XinRong Medical, a leader in medical technology, dedicated to improving care affordability for patients and providing the most advanced solutions for surgeons and healthcare organizations, such that they can deliver the best patient care.
XinRong Medical manufactures cost-effective orthopedic medical instruments and devices used in orthopedic surgery, neurosurgery, reconstructive surgery, and minimally invasive therapy. Established in 2000 in Jiangsu Province, China, XinRong Medical is one of the first companies in China to be cleared by SFDA to manufacture Orthopedic Implants. In 2014, the company received a strategic investment from Blackstone, a global leading Private Equity company.
With help from Blackstone, XinRong Medical has established a professional and international management team, with veteran senior leaders in sales, R&D, and GM from leading ortho MNCs. It has built a medical-industrial research and development team with close collaboration with top teaching hospitals. Based on the clinical needs of Chinese orthopedic surgeons, the company can quickly introduce more than ten competitive new products in the market every year. The firm has also created an extensive sales platform that meets international compliance standards under guidance from Blackstone.
Moreover, XinRong Medical launched and has grown Xinrong College, the first of its kind by a domestic brand, into an industry-renowned network of orthopedic training and education centers. Xinrong College trains thousands of Chinese orthopedic surgeons from hospitals across China every year to help them acquire and improve surgical techniques, at the same time promoting the application of new products and technologies.
After a 4-year journey of transformation, XinRong Medical has become a leader in covering primary hospitals in China, by deeply cultivating itself in the sales channels of more than 3,000 county-level hospitals in China, invigorated with a new sales model. "We are committed to developing and introducing the most advanced technology products at home and abroad using our high-quality sales channels," says Christine Zhang, CEO of XinRong Medical.
The company collaborates with foreign companies and jointly develops cutting-edge products based on domestic market demand with high-quality and cost-effectiveness. For instance, Xinrong Medical has developed a variety of expert intramedullary nail systems based on anatomical data of the Chinese people, which can be applied to humerus, femur, tibia, fibula, and other parts. Micron-level inspection tools are used to control the machining accuracy, thereby ensuring the precision of the intramedullary nail system and the safety of the operation. The excellent clinical performance of the Xinrong Medical Expert Intramedullary Nail System has also led the firm to gain undisputed credibility in the industry. One of the world’s big four orthopedic company has become the distribution agent of the Xinrong Medical Expert Intramedullary Nail System.
Forging ahead, Xinrong Medical plans to apply Polyetheretherketone (PEEK) material to more implants and develop HA-PEEK spinal cage (Spine Cage) and PEEK material locking plate (Lock Plate). The firm will also develop degradable material implants, such as cervical spine cages and implants for non-load-bearing fractures. The company also aims to create 3D printed, customized knee joint prostheses in cooperation with Conformis Corporation.
Further, XinRong Medical has been cooperating with France-based SpineGuard Company to develop Smart Screw that allows surgeons to do a better job of placing pedicle screws into patients during a minimally invasive procedure and reduces the amount of radiation exposure to those surgeons during surgery. The company will be concentrating on developing a spinal screw with a spinal navigation function that provides an image-guided open navigation platform for spinal surgery, which delivers more accurate pediclescrew placement compared to conventional surgical techniques. In addition, XinRong Medical also has plans to develop orthopedic robots for joint replacement.
With the continued growth of China’s ortho market and on-going domestic substitution trend, its professional management, comprehensive and expanding product portfolio, and unique sales network with extensive county-level hospital coverage, are placing XinRong Medical in a strong leadership position among domestic players, with a promising future.
Description XinRong Medical Group, a leader in medical technology, is dedicated to increasing patient affordability and providing the most advanced solutions for surgeons such that they can deliver the best patient care. XinRong Medical offers innovative solutions in orthopedic surgery, neurosurgery, reconstructive surgery, and minimally invasive therapy. Established in 2000 in Jiangsu Province, China, XinRong Medical was one of the first companies in China cleared by CFDA to manufacture orthopedic implants. In 2014, the Company received a strategic investment from The Blackstone Group
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