Over the years I have watched many orthopedic companies rename themselves, or rebrand themselves or pivot.
Most of the time this happens when something is wrong. Sometimes its a "refreshing" after lawsuits. Sometimes its a change after finding product-market-fit.
Heck, even at Ellipse Technologies, we actually considered changing the name of the company to MAGEC because everyone knew us as the MAGEC growing rod company, but we didn't. We have too much momentum doubling sales each year.
Rebrands are often driven by M&A (about 70% of cases) and tech pivots.
Successful ones (e.g., Enovis,...
