A startup that bills itself as the first online-only spinal implants maker has launched its first product, a cervical cage system.So does San Diego-based Eisertech represent a new, disruptive business model for a certain portion of the medical devices market, namely for customers and products that don’t require much in-the-field support from sales reps? Or is the company like so many other startups that begin with optimism and a hungry entrepreneur, only to fade away with nary a peep?
