If you’ve read more than one of our weekly summaries, you’ve probably noticed that we’re pretty somber when it comes to medical device branding. Usually, the names of medical devices are descriptive of the technology or the category. Of every ten devices, there is one – maybe – that has a name that stands out and is easily memorable.

This week was special, as there was more than one product that had an interesting name. Let’s take a look:

Transneuronix, Transcend® Implantable Gastric Stimulator (IGS®), a device that induces a feeling of satiety. Meaning, it can be used in place of stapling a person’s stomach to help them lose weight. Transcend is a wonderful name that has nothing to do with weight-loss and it will define this category.

Insulet Corp’s new Omnipod™, a fully integrated insulin delivery and blood glucose monitoring system that actually has an interesting name. We are living in the era of the pod, so if you can get past that, the name will probably stand apart from competing product. Kudos.

Omron Healthcare’s KaradaScan Check HBF-357, a consumer version of its KaradaScan body composition monitor. In the past, we have written about consumer electronics and automotive companies hiding behind alphanumerics. The problem with naming products this way is that there is no way to distinguish an HBF-357 from a D-425 (Olympus Camera) or a CLK320 (Mercedes Coupe). So, the brand equity rests on the company brand name, which in this case, is probably not a bad idea since few people are familiar with Japan’s Omron. In Spanish, ‘jom-ron’ is the ultimate goal in baseball. So, international linguistic checking can go a long way to assuring your brand name is safe..

Intuitive Surgical’s Da Vinci Surgical System. Hmmm. This is a tough one. I don’t know if I should laugh or cry. All I can wonder is if someone was reading The Da Vinci Code when they named this one.

The YakTrax Walker. YakTrax on its own works. It’s descriptive, but interesting enough that you’d remember it. When I heard the name, Yaktrax, I was immediately intrigued and wanted to know more.

Accu-Check’s Multi-clix Lancing device. If I wasn’t familiar with Lego Clikits, I might not have an issue with this name.

Spiration Inc.’s IBV Valve System to improve pulmonary lung function and overall quality of life in emphysema patients.

See, medical device branding can be fun. This week, we had Transcend, the Omnipod, YakTrax and the Multi-Clix Lance, all of which work for the products and probably stand out from competing products in their category.

Want to read more on emotional branding. Check out this article on the Igor International site.