Smith+Nephew – CENTRIO™ Naming for PRP Wound Care System

Smith+Nephew, a global medical technology company focused on restoring health and mobility, partnered with Brandsymbol to develop a name for its new platelet-rich plasma (PRP) system. Designed for use on both acute and chronic wounds, the system reflects the company’s mission to “take the limits off living” through innovative, personalized healing solutions. The new product is part of Smith+Nephew’s Advanced Wound Management (AWM) franchise and complements existing offerings such as Graphix™.

The naming challenge required a solution that would convey the system’s scientific precision, clinical simplicity, and central role in patient healing. Brandsymbol facilitated an in-person strategy workshop with the Smith+Nephew team to align on creative direction, resulting in three guiding pillars: Patient Centricity (empowerment and personalized care), Simplicity (ease, speed, and stability), and Versatility (flexible, compact, and collaborative use in practice).

The final name, CENTRIO™, was inspired by the word centrifuge, “the core mechanism of PRP processing.” The -io suffix adds a modern, active tone, suggesting motion, control, and energy. A suggestive name, CENTRIO™ aligns with the brand’s focus on innovation and healing without limits. Its short length and intuitive pronunciation make it easy for clinicians to remember and use in a fast-paced care setting.

CENTRIO™ officially launched in 2025 as part of Smith+Nephew’s Advanced Wound Bioactives portfolio. Positioned as a next-generation PRP solution, it supports healing in complex wound types and enhances clinical workflows. The name reflects Smith+Nephew’s long-standing leadership in wound care and reinforces their global mission to advance the standard of care for patients worldwide.