Israelis don’t know how to sell in the US
Erez Lampert didn’t get the memo.
This week on Life Sciences Today
My guest this week on Life Sciences Today was Erez Lampert, founder and CEO of Pathkeeper Surgical. PathKeeper Surgical is changing spine surgery for 1M Americans
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Erez Lampert already changed one field of medicine by leading development of Invisalign’s iTero 3D scanner. In this episode of Life Sciences Today, he explains how he’s now taking on spine surgery with Pathkeeper, a 3D imaging + AI navigation system designed to stop surgeons from “flying blind” in some of the most delicate procedures in medicine.
Erez breaks down the impossible choice spine surgeons face today: either low‑cost fluoroscopy with continuous radiation and guesswork in 2D, or ultra‑expensive robotics that slow workflow and demand huge capital and infrastructure. Pathkeeper offers a third option: optical 3D guidance with no radiation, no million‑dollar robot, and a workflow designed around how surgeons actually operate.
We dive into Pathkeeper’s business model and why the real leverage sits in the $10B US spine implant market, where navigation can be the “razor” that drives recurring “blade” revenue for implant partners. Erez also walks through the multi‑year grind behind two critical US deals: distribution via High Ridge Medical (Zimmer Biomet spine) and broad hospital access through Vizient.
Along the way, we puncture the myth that “Israelis don’t know how to sell in the US” and talk about the real anti‑patterns holding medtech back.
Listen to the show here
Visit PathKeeper Surgical here
About me
I’m an entrepreneur, writer, host of Life Sciences Today podcast, ex-pharmatech founder, father of 4 and founder of OpenCRO.
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