This Surgical Robotics Company Has All the Momentum with Rebranding

The number of companies occupying the surgical robotics landscape is fluid – with new players consistently jumping onto the scene. One company in the space is looking to re-establish itself and become a major mover and shaker in the burgeoning market.

But it all had to start with a name change. Memic Innovative Surgery went through a rebranding early last month. The Tel Aviv, Israel-based company changed its name to Momentis Surgical.    

The company also changed the name of its technology from Hominis Surgical System to Anovo Surgical System. The changes were announced during the Society of Robotic and Digital Surgery (SRS 2022) in Lake Buena Vista, FL.

Dvir Cohen, CEO of Momentis, spoke to Let’s Talk Medtech about unveiling the new name.

“The annual meeting was just a great opportunity because it gave us the environment or surrounding by our industry peers, surgeons, investors and everyone that creates our community,” Cohen told MD+DI. “And we thought it was a good opportunity in addition to the company rebrand to announce the technology rebrand to Anovo Surgical System."

Cohen added, “It's about making sure that the values of the actual product refer to something as a bold new robotic system that really gives robotics a human touch. It's a novel surgical system, therefore Anovo, and it highlights the technology and what it is. The original name was the Hominis Surgical System, which is humanoid in Latin, and we understood from our initial customers that our technology is much, much more than just the shoulder, elbow, and wrist.”

Dvir noted the company’s new name demonstrates its current momentum.

“And our new company name, Momentis Surgical, really demonstrates our continuous momentum and represents the movement and momentum of our instrumentation and articulation, bringing the shoulder, elbow, and wrist to life,” Dvir said. “And that would really allow the surgeon to reach regions that are non-feasible to date and eventually it was a very, very exciting process and that was behind the massive rebranding.”