Sonoma Orthopedic Products Brings on New Talent

Sonoma Orthopedic Products Inc. has appointed three new executives in the clinical affairs, marketing and research and development (R&D) departments.

“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, Ph.D., 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. Good comes to Sonoma with more than 16 years of experience in orthopedics and clinical studies. Additionally, she has authored over 50 medical device publications. She has also worked 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. Winber joins Sonoma from Wright Medical Technology, where he spent 16 years. There 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 was named Sonoma’s new director of R&D. He is charged with leading new product development activities for forthcoming implants and procedures, and optimizing existing product offerings. Lappin has been an orthopedic design engineer for the past 10 years, and has amassed more than 20 patents and patent applications at Wright Medical Technology, Biomet and DePuy. He has spent the past five and a half years working on shoulder technology at DePuy.

All three executives are relocating to Sonoma’s headquarters in Chicago, Ill.

Sonoma Orthopedic Products makes minimally invasive fracture healing products.