A mere month after celebrating the first global sale of their ALF-X Surgical Robotic System, TransEnterix, Inc. has announced they’re rebranding the system. Moving forward, it will be called the Senhance Surgical Robotic System.
In a press release, Todd M. Pope, the president and CEO of TransEnterix, says the revised name is intended to evoke the added sense of connection to both patient and procedure the system provides for surgeons.
“This is a pivotal point in our growth strategy and we believe Senhance speaks directly to the benefits experienced with our system,” says Pope.
“Senhance is designed to enhance laparoscopic surgery and specifically empowers the senses of the surgeon in ways that were never previously possible,” continues Pope. “The security of haptics and the convenience of eye sensing camera control are meaningful ways that technology can provide a further extension of the surgeon’s skill.”
TransEnterix further emphasizes the interaction between humans and technology with a new logo for the system. It resembles a thumbprint, with a letter S rendered in circuits in the center.
For now, the former name of the system still has a place in the marketing. On the website and in other promotional material, the system is billed as “Senhance Surgery – powered by ALF-X.”
The Senhance has received the CE mark, deeming it available for use in a multitude of procedures, including general surgery, gynecology, urology, and thoracic surgery. The manufacturer reports they are still in the midst of preparations required to seek FDA clearance.