LifeScience Alley, the trade association serving Minnesota’s medical device, biopharmaceutical, diagnostics and digital health sector, is returning to its original moniker, Medical Alley.

Formed in 1984, the group hopes its old new name will harken back to Minnesota’s long history as a center of medical innovation.

“Not only did the name resonate with our founders – it became the name that the world associated with our unique cluster of health technology and leadership. In 2015, the American History Museum of the Smithsonian opened the permanent exhibit “Places of Invention” – featuring six great places of American invention. Included in this exhibit is Medical Alley,” president & CEO Shaye Mandle wrote on the association’s website.

“The Medical Alley Association is committed to elevating the region as a global epicenter of health innovation,” Mandle said today in prepared remarks. “Our role and goal is to influence relevant policy, foster connections, and deliver the insights needed to improve access to new therapies for patients in need around the world. Our members are truly changing every aspect of healthcare in all corners of the world and we’re proud of the role that Minnesota and Medical Alley play in that amazing effort.”

“The Medical Alley Association rebrand carries forward our historical spirit of rich innovation and unparalleled support for our constituents. It also allows us to focus our efforts in strengthening our leadership role in advocacy, research, and enhancing connectivity among industry stakeholders,” added chairman Rob Kieval.

The Medical Alley Association collaborated with two long-time, local agencies to bring the rebrand to life: StoneArch and Risdall Public Relations. StoneArch developed the brand identity and Risdall Public Relations designed the media launch strategy. Both creative organizations have served Medical Alley’s largest organizations for more than 30 years and were uniquely positioned as they are also lifetime Medical Alley Association members; lending both expertise and experience to the initiative.

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