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Commenting on the new Magic3 catheter, Rochester Medical's CEO andPresident Anthony J. Conway said, "This is a great new product family. Thedesign and construction of an intermittent catheter can fundamentally impactthe user's quality of life. Manufacturers have done their best to addressissues of comfort and convenience, but until the invention of Magic3 choosingamong various products has involved difficult trade-offs.
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"Traditional single-layer catheters that are rigid enough for ease ofhandling can be painful to use and can damage sensitive urethral tissue. Thosethat are softer and less likely to abrade tissue can be difficult to handle.Also, some catheters are subject to kinks that can impede drainage flow. Webelieve no single-layer design has been able to fully address each of thesecritical issues."
Magic3 intermittent catheters leverage Rochester Medical's patent-pendingm3 technology to deliver the benefits of a three-layer, all-silicone design.The catheter's special outer layer of nano-smooth soft silicone provides foran unparalleled hydrophilic lubricious surface which reduces trauma, andmaximizes patient comfort. The proprietary middle layer of firmer siliconesupports confident handling for quick, simple catheter insertion. Theinnermost layer is designed to resist kinking and leverage the intrinsichydrophobic (water-repelling) characteristics of silicone to enhance urineflow through the catheter.
Further demonstrating the Company's enthusiasm for providing patientfriendly, environmentally sound solutions, Rochester Medical has incorporatedadditional important design enhancements. A streamlined, discreet package withfinger holes to assist in opening, along with a new self contained and easy toopen water packet make the new Magic3 more user friendly. Environmentalimprovements include a 25% smaller catheter package, a 70 % smaller waterpacket, and a box that is 20% more compact.
"The technology and timing of our Magic3 introduction offers a uniqueopportunity for the Company and our customers," commented Jim Carper,Rochester Medical's Vice President of Marketing. "Reimbursement changes haveheightened the attention being given to best intermittent catheter practicesfor each user. The assessments being made every day by clinicians, patients,and distributors now include a brand new choice for uncompromised excellencein catheter performance."
Kicking-off a comprehensive marketing campaign, Rochester Medical hasbegun rolling out the Magic3 intermittent catheter line in the U.S. withintroductions to its distribution partners and targeted clinical call points.The marketing campaign will encompass clinicians as well as catheter users. Itwill include print and web advertising along with participation in nationalexhibitions, specialty conferences, and regional consumer events.
Concurrently, the new technology is being introduced by Rochester MedicalLtd. in the United Kingdom and Europe where a similar comprehensive marketingcampaign is being launched.
For two decades, Rochester Medical Corporation has been developing,manufacturing and marketing latex-free, disposable medical devices andcatheters for urological and continence care applications. The all-siliconeMagic3 intermittent catheter line is the latest example of the Company'scommitment to providing innovative solutions to address the needs of patients,caregivers, and clinicians.
Magic3 intermittent catheters are available in male (16"), female (6"),and pediatric (10") lengths and in diameters ranging from 6Fr to 20Fr. Theproduct line also incorporates all of Rochester Medical's coating options andpackage configurations, including the advanced antibacterial and antibacterialhydrophilic technologies. Most state Medicaid, Medicare, and private insurancecompanies will cover these advanced catheters; local product suppliers canprovide details about specific payor sources. Additional product and orderinginformation is available by contacting Rochester Medical at 1-800-243-3315 [email protected].
This press release contains forward-looking statements that involve risksand uncertainties, including the uncertainty of estimated revenues andprofits, as well as the uncertainty of market acceptance of new productintroductions, the uncertainty of gaining new strategic relationships orlocating and capitalizing on strategic opportunities, the uncertainty oftiming of private label sales revenues (particularly international customers),FDA and other regulatory review and response times, and other risk factorslisted from time to time in the Company's SEC reports and filings, including,without limitation, the section entitled "Risk Factors" in the Company'sAnnual Report on Form 10-K for the year ended September 30, 2007.
Rochester Medical Corporation develops, manufactures, and marketsdisposable medical catheters and devices for urological and continence careapplications. The Company markets under its own Rochester Medical(R) brand andunder existing private label arrangements.
For further information, please contact Anthony J. Conway, President andChief Executive Officer of Rochester Medical Corporation at (507) 533-9600.More information about Rochester Medical is available on its website athttp://www.rocm.com.
SOURCE Rochester Medical Corporation
