Ossur Americas Reorganizes Orthopaedic Division

Tim Prior Ossur Americas, Aliso Viejo, California, announced February 9 that it has reorganized its expanded Orthopaedic Division, following several acquisitions and a year of integration.

Ossur has aligned its Orthopaedic Division with its key customer segments to create three business units: Sports Medicine & Extremity, Trauma & Spine, and Podiatry & Retail, the company said.

Heading the Sports Medicine & Extremity Unit is Tim Prior, director. This unit services the sports medicine and general orthopedics community, including clinics, general orthopedists/joint specialists, rheumatologists, and the O&P industry.

Melissa Browning Till Melissa Browning Till is director of Trauma & Spine, the unit responsible for servicing hospitals & trauma centers, spine surgeons, and emergency medical services.

Kelly Long, director, heads Podiatry & Retail, the unit serving the podiatry community, including podiatrists and podiatry schools as well as durable medical equipment (DME) stores and retail chains.

Three additional support groups will assist all three business units, the company said. Rob Thompson, director of distributor relations, will serve as liaison for strategic distribution partners in the field regarding contractual relationships and training. Thompson will work closely with the distribution lead for each customer segment to foster communication and drive growth within this sales channel.

Catarina Loewenadler Catarina M. Loewenadler, director of clinical partnership services, will be responsible for providing customer support through value-added service initiatives, including clinical practice development and reimbursement solutions, evidence-based processes via Ossur's Empower platform, and educational programs provided by the Ossur Academy and through fellowships for orthopedic surgeons.

Oddny Bjornsdottir Oddny Bjornsdottir, vice president of business development, will act as interim director of marketing until that position is filled. Three marketing managers, each aligned with a corresponding business unit and supported by a creative services team, will execute marketing campaigns designed to reach customers in the different markets.

All are industry veterans with more than 70 years of combined orthopedics experience, and each has been with Ossur for several years, the company noted.

Lisa Tweardy "Ossur is commencing a new era where all points converge to augment the customer's experience and significantly increase the number of successful patient outcomes" said Lisa Tweardy, vice president of Orthopaedics. "We are moving every aspect of our value chain from product-line centricity to one where we can better recognize, anticipate, and respond to the needs of the orthopedic community in a meaningful way.

"These changes are a direct result of our utilizing Ossur's corporate values to guide us in identifying areas for improvement and opportunity," Tweardy continued. "Last year we focused on integration and on building the Ossur brand within the orthopedic community. A month ago we announced that we were forming a consolidated Orthopaedics division. Now everything is in place for us to execute our corporate strategies of: design/innovation leadership, adding value through partnerships, and operational excellence via aligned customer-focused units supported by a high-performance culture."

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