Dr. Alejandro Badia, OrthoNow: Resetting a business

Dr. Alejandro Badia was on the other side of the globe when he realized OrthoNow, his orthopedic urgent care business of 10 years, would have to shut down.  Badia was in Melbourne, Australia, as part of an Asia-Pacific conference on hand surgery. Many of the doctors from East Asian countries didn’t attend, and those at the cocktail reception resorted to bumping elbows. By March 13, the Australian Grand Prix was canceled and Badia knew the spread of coronavirus had reached alarming levels. “I…