Zimmer Biomet CEO Ivan Tornos has outlined plans for the largest direct to consumer (DTC) campaign in the company’s history as part of an effort to regain market share from its rivals in the orthopaedics space.
Speaking at the ongoing J.P. Morgan Healthcare conference in San Francisco, Tornos conceded that Zimmer has been in ‘remediation mode’ in recent times to shore up its portfolio across knee, hips, and shoulder product treatments. Across 2025, the company launched six new products including the Persona Revision Knee system in Europe and the Oxford Cementless Partial Knee Replacement implant in the US.
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“We had to come up with all those products to remediate gaps in robotics and other areas, all of which have, in essence, been efforts to remediate our market position to help us advance as a customer-centric innovation company,” Tornos said.
According to a GlobalData market model, Zimmer led the US knee reconstruction market with a 32.2% share in 2025, with a US hip reconstruction share of 17.2%, putting it in second position behind Stryker with share of 24.3%.
With the six product launches across 2025, Tornos said that Zimmer now has a “complete portfolio” and plans to focus on spreading awareness of its pain management products through the DTC initiative.
A key part of this ambition lies in spreading awareness about the diseases and conditions Zimmer’s product portfolio addresses.
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By GlobalDataFor this reason, Tornos said it is launching the DTP initiative to drive awareness to patient populations. While Tornos did not elaborate on the precise nature of the plans, in 2025 the company enlisted Hollywood action star Arnold Schwarzenegger as its ‘chief movement officer’ in an effort to raise the company’s profile to the general public.
“There are 600 million people on earth that suffer from some sort of arthritis with osteoarthritis the lion’s share of those cases,” Tornos continued.
Tornos claimed that just 5% of these patients are taking action to find solutions to their condition.
“That means there are 570 million people out there living in pain,” Tornos said. “I’m not claiming that 570 million people should be getting a hip, knee or shoulder implant, but I can promise there’s a lot of patients out there that will benefit from that.”
Tornos also used his presentation at the J.P. Morgan Healthcare Conference to provide further details on what actions it is taking to regain market share, with plans to double down on orthopaedic robots and expand its platforms.
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