The company needed a new name as their current one, TransEnterix, was a cold and hard to pronounce mouthful. With the mission of digitizing the interface between the surgeon and the patient, the company is pioneering a new standard of increased control, less variability, and consistently superior outcomes. After exploring a range of naming routes, the idea of raising the surgeon’s formidable art with the support of new technologies, took center stage. Asensus, meaning “to elevate” in Latin, captures this idea. It also complements Senhance, a name we previously developed for the company’s groundbreaking laparoscopic robot.Partner: Namebase
In medical devices, names that are too “edgy” or “techy” sounding can alienate the patient. The Asensus marketing team and leadership grasped this immediately and, unlike some cutting edge companies, they did not push for uber-cool names—they understood that a classical language can beautifully convey the all-important brand attributes of trustworthiness and credibility.