Sonoma Hires Eric Swanstrom as Its new Vice President of Sales

May 29, 2013, 16:45 ET from Sonoma Orthopedic Products, Inc.

BUFFALO GROVE, Ill., May 29, 2013 /PRNewswire/ -- Sonoma Orthopedic Products (Sonoma) today announced the appointment of Eric Swanstrom as the Vice President of US Sales, effective May 28, 2013.

"Eric's success growing orthopedic companies similar to Sonoma provides additional expertise to our already talented sales team. His leadership, relationships and organizational abilities will support continued expansion of sales through greater focus and better servicing representatives, hospital partners and surgeon customers," said Rick Epstein, CEO.

Swanstrom comes to Sonoma with 17-years of experience in the orthopedic medical device and health care industry. During this time, he developed extensive sales management and business acumen through building sales organizations and the successful commercialization of a wide variety of orthopedic products.

Prior to joining Sonoma, Eric held sales management and executive positions at Knee Creations, Emerging Medical Group, Pegasus Biologics, Arthrocare, Opus Medical and Advanced Surgical. 

Eric replaces Joe Sinkovich as Vice President of Sales. "We wish Joe the best of luck in his new endeavor" said Epstein.

Swanstrom's sales efforts will be concentrated on the continued growth of the CRx® clavicle fracture nail and the associated VELOX less-invasive clavicle technique. Additionally, he will integrate new programs focused on the WRx® wrist facture device, and continue development of the Sonoma distribution channel. Swanstrom will also spearhead commercialization of future products incorporating the proprietary Sonoma flexible-to-rigid intramedullary technologies.

About Sonoma: Sonoma is a privately-held medical device company focused on designing, developing, and marketing unique minimally invasive fracture management products. Sonoma developed the proprietary WaviBody® technology that allows intramedullary implants to convert from flexible to rigid. As a result, physicians and patients report less pain at the fracture site and a more satisfying cosmetic result. The company currently markets the Sonoma CRx® clavicle fracture repair device, the VELOX less-invasive clavicle technique, the Sonoma WRx wrist fracture repair device, and the Sonoma HMRx humerus fracture repair device. Sonoma was founded in 2005, and is headquartered in Buffalo Grove, Illinois. For more information, visit

Sonoma Orthopedic Products, Inc.
Alex Winber
Vice President of Marketing

SOURCE Sonoma Orthopedic Products, Inc.