The medical technology company, TransEnterix, had a great product—the ALF-X surgical robot system. The existing name, however, did nothing for this revolutionary product. It felt cold to patients and conveyed nothing of the robot’s chief function that of enhancing the senses. Senhance, a word coined from “sen” for sensation and “enhance”, accomplished both these goals in one streamlined word with a very low trademark risk.Design Partner: Irasema Rivera
Under the tutelage of Mohan Nathan, Vice President of Global Clinical Marketing, we got to try out the robotic system in a mock surgery. As a result, we were able to identify the amazing visual and tactile insights available to the surgeon.