Smith & Nephew (FTSE:SN, NYSE:SNN) CEO Olivier Bohuon is planning to reveal a new strategy for mature markets this week that the company 1st developed for the middle tier in emerging markets, he told the Telegraph yesterday.

Instead of providing a soup-to-nuts solution including medical devices, logistical support and an on-site technician, Bohuon said, the new strategy is to supply only the medical device at a reduced cost.

Bohuan is slated to reveal the "light touch" alternative when Smith & Nephew releases its 2nd-quarter results August 1, he told the newspaper.

"In the U.S., between 5% and 10% of accounts centers buying hip and knees could be interested by this type of thing. That’s huge," Bohuon said.

If the ploy works in the U.S. he plans to extend it program in Europe, he added. The plan, under development for 18 months, recently saw a pilot launch in the U.S., according to the Telegraph.

Bohuon also said Smith & Nephew isn’t interested in a mega-merger like Medtronic’s $43 billion Covidien (NYSE:COV) acquisition or the pending deal to unite Zimmer (NYSE:ZMH) and Biomet.

"These are exactly the deals we don’t want to do,"Bohuon said. "It is not an offensive deal, it is defensive. You will see more in this type of business because people need to adjust their cost base.

"A good deal must always have a strategy component. If it’s just for money, I’m not sure this is great," he said.