dj Orthopedics, Inc. (DJO)
Interview with:
Mr. Leslie H. Cross, President and CEO
Business News, Financial News, Stocks, Money & Investment Ideas, CEO Interview
and Information on their
rigid knee braces, soft goods, specialty and other complementary orthopedic products including cold therapy and pain management.

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A full range of innovative products, a large R&D facility and the best sales force has made dj Orthopedics the clear market leader

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Healthcare
Medical Equipment & Supplies
(DJO - NYSE)

dj Orthopedics, Inc.

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Mr. Leslie H. Cross
President and
Chief Executive Officer

Interview conducted by:
Diane Reynolds
Co-Publisher

CEOCFOinterviews.com
June 2003

dj Orthopedics is a global orthopedic sports medicine company specializing in the design, manufacture and marketing of products and services that rehabilitate soft tissue and bone, help protect against injury and treat osteoarthritis of the knee.  Its broad range of over 600 existing products, many of which are based on proprietary technologies, includes rigid knee braces, soft goods, specialty and other complementary orthopedic products including cold therapy and pain management.  These products provide solutions for patients and orthopedic sports medicine professionals throughout the patient's continuum of care. Mr. Leslie H. Cross, President and CEO of dj Orthopedics, Inc. tells us, “We offer a full range of products. We were just awarded the Broadlane contract, which is the one of the largest national accounts in our industry.   One of the reasons why we were successful with that account is because we can bring the whole product range to them. They don’t have to sign contracts with four or five of our competitors to get the full range. That is one of the reasons why people buy from us. Also, the continuous flow of innovative products. Our competitors seem to have smaller product ranges. They are not quite as nimble at developing products across the whole spectrum. Additionally, the service that we provide, sets the industry’s standards and customer service and quality.” “We have a fairly robust portfolio of patent protection but that is only part of the way that we protect our products.” Continues Mr. Cross, “Another way is by our size of distribution and through our continuous product innovation. Patents alone aren’t necessarily what protect the product. We are clearly the market leader in knee braces with roughly 40% market share and probably 20 competitors worldwide. We have the largest product range, the largest R&D facility and largest sales force. So, when you package all of that together that is how you protect your franchise not just through patented property.” Commenting on recent developments with their flagship products, Mr. Cross says, “Our flagship knee brace which has a patented Four Points of Leverage design, has just been improved with a new version that has a patented ForcePoint hinge that has a patented hinge, which really de-accelerates the knee as it goes into full extension. That I believe is the 13th or 14th improvement of this product that we have introduced in roughly as many years. We are constantly looking for ways to make our products more comfortable for the patient, that is lighter weight, stronger and adding some new and patented features to it like the hinge I described.  It is an ongoing process. We launched in the first quarter five new products, we launched eight in the second quarter and we have a pipeline of more in the coming year. Some of those are truly are new products that will take us into the new segments and some of them are product line extensions to round out our product lines for customers, so it is a continual process.” Addressing the investment community, Mr. Cross points out that, “A significant number of orthopedic companies are public and the investors that are with those companies have done very well and so I think that makes our space intriguing. Our valuation compared to other companies is substantially lower because of the performance improvement plan we entered into last year. I think that people, who understand that there is an aging and active population out there, can see the future need for our products and a future need for our company.”

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