ULURU Inc. Provides Details On Altrazeal(TM) Launch
In preparation for the launch of Altrazeal(TM) our first wound careproduct, which is scheduled to occur in the second quarter 2008, the Companyis conducting numerous market research surveys. The first study completedtargeted burn specialists, emergency room and trauma doctors and doctors fromwound care clinics, additionally nurses from these specialized areas were alsointerviewed. The primary objectives of the research were to evaluate thepositioning of the product relative to the present standard of care, todetermine the most important sales message and receive feedback on pricing,packaging and other launch information. The results of this study indicatethat the product concept is very favorably received with positive responsesrelated to the ease of use, less frequent dressing changes, no need for asecondary dressing and the ability of Altrazeal(TM) to seal and conform to thewound. The study also revealed that improved patient and provider complianceis also considered an important issue as these are keys to the effectivetreatment of a wound. Altrazeal(TM) was considered a highly innovativeproduct offering a unique selling proposition. Importantly Altrazeal(TM) alsoscored very highly on intent to use.
Additionally, the Company is conducing a comprehensive market researchstudy to finalize Altrazeal(TM)'s pricing. This market research is not onlyanalyzing competitive pricing structures but also evaluating the impact onpricing of the numerous healthcare providers that service the acute andchronic wound care markets.
To support the Altrazeal(TM) launch the Company is expanding the clinicaltrial program to include additional clinical centers and wound types.Expanding the number of centers conducting smaller clinical studies comparingAltrazeal(TM) to the standard of care in that center is expected to provideadditional support for our launch activities. To date the focus of theclinical program has been acute wounds and burns. We are now in the processof expanding our clinical program to include chronic wounds such as pressuresores.
In preparation for the Altrazeal(TM) launch the company has commencedhiring a direct sales force and the sales and marketing administration tosupport commercialization activities. In addition the company is evaluatingstrategic alternatives to further support the sales and marketing activitiesfor Altrazeal(TM).
Commenting on the status of the Altrazeal(TM) launch activities, RenaatVan den Hooff, Executive Vice President of Operations, stated, "Significantprogress has been made in preparation for the launch of Altrazeal(TM). Themarket research data not only confirms the exciting potential of Altrazeal(TM)but it also highlights the need for product improvements in wound care, thewillingness of the medical practitioners to try new products and the abilityof direct sales representatives to make effective calls on the targetaudience. The expansion of our clinical program is designed to support theuse of Altrazeal(TM) in expanded wound types and to have a broader group ofphysicians familiar with Altrazeal(TM) prior to launch."
The development of our next generation product, which contains silver inthe base powder dressing, has advanced to commercial scale evaluation studies.We plan to file in 2008 a 510 (K) application for approval by the FDA, with alaunch planned for 2009. Marketing a silver containing product is importantespecially in certain wound types where infection is a major concern. Theseproducts are extensively used in such conditions as control of infection isessential for wound healing.
Mr. Van den Hooff continued, "Our strategy is to develop a range of woundcare products to meet the various needs of patients, doctors and nurses. Asilver containing product is
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