Treace Appoints Nathan Minnich as Sr. VP of Marketing

Treace Medical Concepts has named Nathan Minnich as its new senior vice president of marketing, effective immediately. He will lead the company’s marketing efforts, focusing on expanding physician outreach, patient awareness, and market penetration.
 
“I am delighted to welcome Nathan to the Treace team,” John T. Treace, CEO, founder and board member of Treace, told the press. “During his career, Nathan has led the development, implementation and execution of successful marketing and direct-to-consumer strategies and programs for several medical technology and healthcare businesses, including most recently at Align Technology. His proven track record of success in building class-leading marketing programs will be instrumental as we continue to focus on driving revenue growth, advancing our patient awareness/DTC initiatives, and launching new products, including our SpeedPlate Implant Fixation Platform and Micro-Lapiplasty System. This is an exciting time for Treace, and I’m confident that Nathan’s appointment will further bolster our ability to capitalize on the growth opportunities in front of us and accelerate our market performance.”
 
Minnich was most recently VP, Americas at Align Technology, leading consumer marketing and business innovation for the Invisalign system. Before that, he was VP of Neuromodulation at LivaNova from 2014-2019.
 
Prior to LivaNova, Minnich served in sales and marketing roles of increasing responsibility at UCB, AstraZeneca, and Johnson & Johnson.
 
“I am thrilled to be joining Treace, and I look forward to furthering its goal of advancing the standard of care for the surgical management of bunion and related midfoot deformities,” said Minnich. “Treace’s patented Lapiplasty 3D Bunion Correction Procedure and its Adductoplasty Midfoot Correction System both provide disruptive technology solutions in one of the largest and most underserved markets in orthopedics.”
 
Treace Medical aims to drive a fundamental shift in surgically treating hallux valgus (bunions) with its Lapiplasty 3D Bunion Correction procedure. In June, the company began a deal to buy RPM 3D pre-op planning and patient-specific guide assets for up to $30 million.