Ellex Commences Direct Sales in Germany

Wednesday, September 10, 2008 General News J E 4
ADELAIDE, Australia, Sept. 10 Ellex Medical Lasers Limited(ASX: ELX) today announced another step in expanding its global reach with theestablishment of a direct sales channel in Germany -- Ellex DeutschlandGmbH.

To be formally launched at the European Society of Cataract and RefractiveSurgeons (ESCRS) meeting in Berlin, 13-16 September 2008, Ellex DeutschlandGmbH will focus initially on sales of Ellex laser products. Ellex'sdistribution partner for the Eye Cubed ultrasound product in Germany, M+CGmbH, will provide administration and logistical support for the newoperations, allowing Ellex to establish a strong market position with minimalinvestment and reduced risk.

M+C have been active in the ophthalmic market for 20 years and havedistributed the Eye Cubed since 1990. Their excellent reputation and strongsales and marketing network will be a significant benefit in establishingEllex quickly in the German market. The partnership between Ellex and M+C willenable both companies to leverage common marketing channels and contacts.Plans include joint exhibits at German trade shows, promotional campaigns andeducational workshops.

With over 8,000 ophthalmologists, Germany is one of the largest ophthalmicmarkets in the world. "The German market has significant potential and we lookforward to working directly with ophthalmic surgeons throughout the region todemonstrate the quality of our products and our commitment to service. We arefortunate to have attracted experienced sales and service staff, and have thebenefit of partnering with M+C, who have been our leading Eye Cubeddistributor for many years," commented CEO Mr. Kevin McGuinness.

The first sales from the German operation are expected in September 2008.Ellex Deutschland GmbH will participate in its first official exhibitionduring the 2008 congress of the Deutsche Ophthalmologische Gesellschaft (DOG),which takes place immediately following the ESCRS in Berlin. The DOG isattended by more than 3,000 ophthalmologists and staff.


Ellex Medical Lasers Limited (ASX: ELX) designs, manufactures and marketsa complete line of lasers and diagnostic ultrasound systems used byophthalmologists to diagnose and treat eye diseases. With more than 14,000systems delivered to the market, Ellex has evolved since 1985 from amanufacturing company of primarily OEM products, to direct marketing of itsown branded products through subsidiaries in the United States, Japan andAustralia, and a network of distribution partners in more than 100 countries.In December 2006 Ellex acquired Innovative Imaging, a leading provider ofdiagnostic ultrasound devices for ophthalmology, initiating the expansion ofits product line beyond lasers. Ellex maintains a strong emphasis onintellectual property and research into new and better treatments to manageand treat the leading causes of blindness.

For additional information about Ellex and its products, please visit

SOURCE Ellex Medical Lasers Limited


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