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What's in a Name?

After it is sold to Boston Scientific Corp., Guidant Corp.'s name will disappear forever. According to Bloomberg News, the heart-rhythm unit of the combined company will be called Boston Scientific Cardiac Rhythm Management. CFO Larry Best announced the change at an investor conference yesterday. The move is understandable, given the negative publicity surrounding Guidant products and the fierce competition for the CRM market with Medtronic Inc. and St. Jude Medical Inc.

The public will be less likely to associate the new company's products with Guidant's mishaps. And the change underscores the new entity's desire to make a fresh start. Still, Guidant did a lot of good for healthcare over the course of its existence, and it is unfortunate to see its name relegated to the history books -- and back issues of MD&DI, of course.

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