Moximed finds the right surgeons for a first-of-its-kind implant

Moximed is a Fremont, California-based medical device company founded in 2008 with a singular mission: improving the standard of care for people with knee osteoarthritis. 

After more than a decade of clinical research and development, the company received FDA marketing authorization in April 2023 for the MISHA® Knee System, the world's first implantable shock absorber for the knee.

Backed by over $200 million in cumulative funding, including a $91 million Series D closed in August 2024, Moximed is now focused on scaling U.S. commercialization. The MISHA Knee System targets a specific, underserved patient population: people with mild-to-moderate medial knee osteoarthritis who have exhausted non-surgical options such as injections and physical therapy, but aren't yet candidates for total knee replacement due to age or disease stage.

Implanted during an outpatient procedure without cutting bone or permanently modifying the joint, MISHA represents the first meaningful new option in decades for millions of active adults stuck in a treatment gap.

However, getting that device to patients requires finding the right surgeons first.

Commercializing a category that doesn't exist yet

New disruptive technologies don't slot neatly into existing commercial playbooks. With no direct competitors and no established procedure category, Moximed faced a targeting problem that off-the-shelf platforms weren't built to solve. There was no simple procedure-tracking, no competitor claims to shadow, no established prescribing patterns to model against.

"Not every surgeon will be ready to adopt a first-of-its-kind technology, and that's ok," said Drew Zabor, Director of Marketing at Moximed. "It's critical that we find the innovators and early adopters who recognize that a treatment gap exists, are open to new solutions, and are seeking a strategic leap forward in the treatment of knee osteoarthritis."

The ideal surgeon regularly sees patients who have exhausted conservative care but aren't ready for replacement surgery and is open to addressing that gap. That combination of patient population and clinical mindset doesn't show up in procedure volume alone. Moximed needed a way to identify the right physicians and give its field team the insights to engage them effectively.

Building a custom scoring model 

Moximed worked with MedScout to build its own custom scoring model, with a surgeon's track record on new technologies as the foundation.

"MedScout helps us identify surgeons who have adopted previous innovations, which often signals a willingness to embrace future technologies," said Drew.

Multiple data points around a surgeon’s practice are layered to build a picture of whether a given surgeon will be open to this new technology and whether they see the patients MISHA was designed for. As Moximed launches and gathers real-world data, the model evolves with it.

"Our strategy can evolve quickly as we launch, grow, and learn," said Drew. "MedScout gives us the data and visibility we need to stay agile, allowing us to monitor key trends, identify opportunities, and make adjustments in real time."

Precision at scale

With a first-of-its-kind device and a deliberately lean field team, Moximed's commercial success depends on precision. Every rep needs to be working the right accounts.

Today, reps have a clear view of their territory and which surgeons to prioritize. But surfacing those insights only matters if reps act on them, and MedScout has driven stronger rep adoption than Moximed’s previous platform.

The scoring model reruns as new data comes in each month, and MedScout’s AI continuously surfaces new opportunities and insights, so reps are not waiting on quarterly updates or working off stale spreadsheets.

Commercializing a first-of-its-kind treatment requires surgeons to recognize a problem, believe in a novel solution, and invest in learning a new procedure. MedScout is giving Moximed’s sales reps the power to find those surgeons and meaningfully engage with them.

Looking to the future

Moximed is building out its U.S. commercial footprint, and its commercial strategy will continue to evolve as adoption patterns become clearer. The combination of real-world data, a flexible platform, and a responsive partner has positioned the team to scale without sacrificing precision.

"The ability to target and segment the market to more efficiently identify our ideal customers is a major advantage," Drew said. "MedScout's customizable platform empowers our sales team to understand their territory better and engage more effectively with customers. And when we want to experiment or try something new, the MedScout team is always ready to collaborate and support us."