Graphic design just about always entails a struggle with graphic baggage that has accumulated in the cultural psyche. For example, when one thinks of anything related to medicine, graphically, the caduceus leaps to mind. So the struggle is to reference the rich pool of recognition and yet make something new and recognizable. Here, the letterforms of the company name are meant to resemble a coiled snake, which is of course the main element of the caduceus. I even tried wings at one point, but that proved far too dorky, even for me!