Orthofix executives discuss the company’s rebrand and its singular focus on limb reconstruction in an interview with SmartTRAK.
Orthofix’ Shannon McGuire, vice president of Limb Reconstruction in North America, and Kat Smith, senior director of marketing, discuss the company’s Orthopedics rebrand, officially named Orthofix Limb Reconstruction. In this interview with SmartTRAK, Shannon and Kat discuss the need for the rebrand, why now, and what impact it has had on customers and the company.
To listen to the interview, click on the following video (15:58 min). A link to download a complete transcript of the interview is also provided below.
Interview Transcript:
SmartTRAK: Hello, this is Natasha Weeks, GM and Senior Analyst for Trauma & Extremities at SmartTRAK. I'm joined today by Shannon McGuire, VP of Limb Reconstruction in North America at Orthofix, and Kat Smith, Senior Director of Marketing at Orthofix. Thank you both for taking the time to speak with me about some exciting changes at Orthofix.
Shannon McGuire: Yes great to be here. Thank you.
Kat Smith: Yes, likewise.
Great.
KS: Look forward to jumping in.
Let's jump into the exciting news that Orthofix rebranded your orthopedics business recently, and you're officially naming it Orthofix Limb Reconstruction. When your rebrand was announced in December, the press release positioned Orthofix as the only company with a dedicated focus on limb reconstruction. So can you both tell me what made a full rebrand, not just a repositioning, the right call and why right now?
SM: That's a great place to start. Because this really wasn't just a rebrand or a name change, it's a reflection of who we've been for a while. In fact, it's in our roots. Dr. De Bastiani, who was in Verona, Italy, developed one of the first limb reconstruction systems, and that innovation led to the founding of Orthofix more than 40 years ago. So we made the decision to become Orthofix Limb Reconstruction because orthopedics in name, it was just too broad. We wanted to clearly communicate to surgeons, patients, the hospital administration--just the market--that limb reconstruction is our focus and where we lead.
Also, what gave us confidence is that this is already an established specialty. There's an organization called LLRS and it's the Limb Lengthening and Reconstruction Society, and they bring together the surgeons dedicated to the most complex and challenging cases. And our focus on deformity correction, limb lengthening and limb preservation, it aligns perfectly with that mission. Most importantly, we're the only company solely dedicated to limb reconstruction. So this isn't just part of our business, it's our entire business. The timing was right for our strategy because the portfolio and pipeline and team, we were already aligned to this for a limb reconstruction standpoint. So the rebrand, it just made the commitment visible. Our goal is to truly define and lead this market.
Great, wonderful. Okay, so trauma and extremities is obviously a super well-known category among US orthopedic surgeons. Did you feel there was a risk of losing that label of a trauma and extremities company in North America? And if so, how are you managing that?
KS: I'll take this question. This was actually something we thought about very carefully from the beginning. Trauma and extremities is definitely a well-established category in the US, and we're not trying to walk away from that. What we're doing is ...
Interested in learning more about Orthofix' rebranding and its singular focus on limb reconstruction? Click the button below to download and read the full transcript of the joint interview of Orthofix' VP Shannon McGuire and Kat Smith, Sr Director of Marketing with SmartTRAK’s Natasha Weeks, Managing Editor/Sr. Analyst, Trauma & Extremities.
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