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Sonoma Orthopedic Products (Sonoma) Announced The Addition Of Three Executives Today

CHICAGO, April 24, 2013 /PRNewswire/ -- "These proven performers were hired to drive our value proposition of revolutionizing fracture healing approaches to deliver a substantially better quality of life for patients than current treatment options," said Rick Epstein, CEO of Sonoma. "As part of our already strong team, they will help fulfill the proposition through strategy, solid clinical evidence and inspired product design."

Victoria Good, PhD, recently joined Sonoma as Director of Clinical Affairs. She will be responsible for orchestrating clinical studies and publication efforts to demonstrate the unique advantages of Sonoma's intramedullary implants. Victoria comes to Sonoma with over 16 years of experience in orthopedics and clinical studies. Additionally, she has authored over 50 medical device publications. Her resume includes work with Smith and Nephew, Covidien, and Carl Zeiss Meditec.

Alex Winber has accepted the position of Vice President of Marketing. He will play a key role in communicating the exceptional benefits that our products and minimally invasive procedures offer fracture patients along with creating patient education programs for surgeon customers. Alex comes to Sonoma from Wright Medical Technology, after 16 years of experience there, where he led the commercialization of several important and successful technologies, ranging from computer-derived surgical navigation to a micro-invasive hip replacement technique.

Kyle Lappin has joined Sonoma as Director of Research and Development. He will lead new product development activities for forthcoming implants and procedures, and he will also be optimizing existing product offerings. Kyle has been a highly regarded orthopedic design engineer for the past ten years who amassed over 20 patents and patent applications at Wright Medical Technology, Biomet, and DePuy. Kyle has spent the past 5 1/2 years working in the Shoulders division at DePuy, where he has become recognized as an expert in shoulder surgery and instrumentation design by his peers and renowned surgeons, worldwide.

Kyle, Alex and Victoria are relocating to the new Sonoma headquarters, in the Chicago suburbs.

About the Company:  Sonoma Orthopedic Products is a private medical device company focused on designing, developing, and marketing unique minimally invasive fracture healing products. Sonoma Orthopedic Products developed the proprietary WaviBody technology that allows intramedullary nails to convert from flexible-to-rigid within the bone. Recent studies and patient surveillance demonstrates that distal radius fragility fracture patients and clavicle fracture patients implanted with Sonoma products recover faster, with less pain, and a higher likelihood of regaining normal function than alternative surgical and non-surgical treatment options. Additionally, clavicle patients implanted with the Sonoma product are 95% less likely to have their device removed due to discomfort, than patients whose fractures are repaired with clavicle plates. Sonoma patients also report a more satisfying cosmetic result than alternative surgical options. The company currently markets the CRx clavicle fracture repair device, the WRx wrist fracture repair device, and the HMRx humerus fracture repair device. 

Sonoma Orthopedic Products was founded in 2005, and is headquartered in Buffalo Grove, Illinois. For more information, visit

Contact:  Alex WinberVice President of Marketing(707) 526-1335

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