By Sean Fenske, Editor-in-Chief

The medtech community represents a sophisticated industry. It has a complex supply chain that presents with a number of challenges. As such, finding a reliable partner that provides comprehensive offerings and the ability to develop and manufacture novel products is critical. Finding a company that meets these needs, however, is easier said than done.

Recognizing this, qualified organizations that understand the sector in which they operate need to find a way to ensure medical device firms can readily identify them. The first step in this process is to ensure the company’s brand reflects its role and the device segments it serves. The company’s name is its welcome mat to prospective partners and must make the right impression on them.

As a member of a company that recently embarked on a rebranding campaign, Mike Perillo-Gentile, chief commercial officer of Cordica Medical, recently spoke on this topic. In the following Q&A, he addresses questions involving the thinking behind a new name for the company, how it was coupled with a complete evaluation of its services, and why it was important to provide offerings for customers’ needs “from concept to care.”

Sean Fenske: The company’s mantra is “Helping Those Who Help Others.” What does this mean for the organization, and who are you helping (and who are they helping)?

Mike Perillo-Gentile: Our mantra reflects the role we play in the healthcare continuum. Everything we do is in service of the physicians, innovators, and medical device OEMs who devote their lives to caring for patients. We enable their mission by delivering innovation, precision manufacturing, and reliable execution that ultimately empowers them to save and improve lives. When they succeed, patients receive better care, and that’s what “Helping Those Who Help Others” means to us.

Fenske: How did this mantra play into your recent rebranding campaign?

Perillo-Gentile: The mantra is embedded directly into our new name. Cordica is inspired by the chordae tendineae—commonly known as the heart strings that anchor the valves of the human heart and keep blood flowing in the right direction. These structures are small, delicate, and absolutely essential to life, just as our work enables precision, reliability, and life-sustaining function inside the most critical devices.

The symbolism aligns perfectly with our purpose: supporting the people and technologies that keep the world’s patients moving forward.

Fenske: What reasons were there for the rebranding campaign? Why was it important to change the company’s name?

Perillo-Gentile: We’ve evolved rapidly, both in capability and ambition, and our identity needed to reflect the company we’ve become. Choosing a name rooted in cardiovascular anatomy was important to demonstrate our commitment to supporting customers in one of the fastest-growing, most transformative areas of modern medicine.

It also reflects our recent strategic acquisitions, including Duke Empirical—a world leader in precision extrusion and advanced catheter manufacturing—and Tag3—a design and development powerhouse in complex cardiovascular, robotic-assisted surgery, and neurovascular devices.

The rebrand signals to the market that we’re not just growing, we’re emerging as a premier supplier of high-complexity medical devices with a clear focus on the technologies that will define the future of patient care.

Fenske: In addition to evolving the company name, are you revisiting services and capabilities in how you serve customers? Will this change have an impact on those customers beyond the new name?

Perillo-Gentile: Absolutely. While the name elevates our brand, it also reflects a broader elevation across the entire organization. Leading OEMs expect suppliers who operate as true enterprise partners, and we are transforming to meet and exceed that expectation.

We’re scaling and reorganizing our commercial organization to deliver a world-class customer experience, upgrading systems across the company to provide real-time data and transparency, and continuously expanding our capabilities.

Our goal is to be the partner that can take a device from concept to commercialization faster than ever, and manufacture it with the reliability, scalability, and cost efficiency our customers need. The rebrand is the signal; the transformation behind it is what creates real customer value.

Fenske: Since you serve customers “from concept to care,” is there a preference for customers to come to you at the start of development (or at the concept stage)? Or does the organization help at every step along the process?

Perillo-Gentile: We’re built to support customers anywhere on their journey—that’s one of our greatest strengths. While partnering early often leads to the fastest path to market, we’re just as effective jumping in at whatever stage a customer needs us. That could be refining a napkin-sketch concept, producing advanced components to existing specifications, redesigning an established product for cost efficiency, providing regulatory strategy or clinical support, or taking a finished device into full-scale manufacturing, packaging, and sterilization.

Our flexibility is the differentiator: no matter where a customer enters, we have the expertise and infrastructure to move them forward.

Fenske: As an established CDMO, do you find more customers are seeking your services since you can do everything under one roof?

Perillo-Gentile: Yes, and it’s one of the most consistent messages we hear. Our technology roadmap is heavily shaped by customer feedback, and consolidation is at the top of that list. OEMs are increasingly looking for partners who can simplify their supply chain, reduce risk, enhance quality, and provide integrated support across multiple product lines and technologies.

Cordica’s breadth—from design and development to advanced components to full-scale manufacturing—allows customers to consolidate spend, compress timelines, and work with one trusted partner instead of managing a complex web of suppliers. The response from the market has been overwhelmingly positive.

Fenske: Do you have any additional comments you’d like to share based on any of the topics we discussed or something you’d like to tell medical device manufacturers?

Perillo-Gentile: Medical device innovation is accelerating, and the demand for partners who can scale, move quickly, and bring true technical depth has never been higher. Our message to OEMs is simple: we’re building Cordica to be that partner.

Whether you’re developing next-generation interventional technologies or looking to optimize and scale existing platforms, we’re committed to helping you bring life-changing products to patients faster, more reliably, and with greater confidence.

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