Company's Strategy Addresses Large European Market and Builds
Upon Successful Sales and Marketing Efforts in U.S.
SUNNYVALE, Calif., July 22 /PRNewswire/ -- Somnus Medical Technologies,
Inc. (Nasdaq: SOMN) today announced plans to open a European subsidiary in The
Netherlands and to establish a direct sales effort in the European market.
Ron Byron, formerly European Business Manager of Medtronic, Inc.'s Upper
Airway Venture, has been named Vice President and General Manager, European
Sales and Marketing. Somnus plans to hire direct sales representatives in
France, Germany, the UK, and Italy, and establish a network of distributors in
other European countries.
"There is a large market opportunity in Europe for Somnus' technology and
products. Studies performed in Finland and Italy have suggested that there
are approximately 30 million habitual snorers and approximately 25 million
people in Europe who suffer from obstructive sleep apnea," said Stuart D.
Edwards, president and CEO. "Based upon our success in the United States, we
believe that direct representation in Europe is the most expeditious route to
penetrating local markets."
Somnus' products were previously distributed in Europe by Medtronic.
Somnus and Medtronic are working cooperatively to transition product
distribution rights back to Somnus to allow Somnus to leverage the success of
their North American efforts.
The new Somnus office will include sales management, marketing, and
clinical affairs, and will be headed up by Ron Byron. Mr. Byron served as
Marketing Manager for St. Jude Medical prior to working at Medtronic. While
at St. Jude, Mr. Byron covered several international territories including
Europe, the Middle East and South Africa. Somnus is currently recruiting
direct sales representatives in France, Germany, the UK, and Italy.
The European Sales and Marketing Operations will report to Donald Bruce,
who has served as Senior Vice President of Sales and Marketing for Somnus in
the U.S. for the past 18 months. Prior to working at Somnus, Mr. Bruce spent
19 years with Xomed Surgical Products, Inc., a medical equipment and supplies
company, where he was most recently Vice President, International Sales. He
has extensive experience creating and managing international sales and
marketing organizations focusing on the Otolaryngology market.
"We expect this entity to be a lean yet productive sales organization.
Somnus enjoys strong personal relationships with its European customers and
will assume responsibility for the 20 systems in place throughout Europe,"
said Bruce. "Managing a cohesive and knowledgeable team of representatives
who are familiar with Somnus' products is a great asset in establishing an
effective sales strategy in Europe. In fact, Somnus is currently making
visits in the field to potential customers in our target markets."
Somnus received the Conformite Europeene (CE) mark approval for treatment
of upper airway obstructions. The CE mark, which is awarded to companies
whose products meet the essential requirements of the European Medical Device
Directive, provides the regulatory approval necessary for commercialization of
the products in the European Community. Currently, Somnus' products are being
marketed for treatment of the uvula/soft palate in habitual snorers and for
chronic turbinate enlargement, and are undergoing clinical trials for
treatment of the base of the tongue in patients with obstructive sleep apnea.
Additionally, Somnus has two device patents in Europe for the Somnoplasty
procedures involving the uvula and tongue and has 21 pending international
patents.
The Somnoplasty System
Somnus' proprietary Somnoplasty System is designed to use RF energy to
provide a minimally-invasive, curative and relatively painless treatment of
upper airway disorders. The Somnoplasty System shrinks tissue in the upper
airway by utilizing an automated RF generator and a suite of disposable,
single-use, needle electrode devices which deliver controlled thermal energy
to obstructed areas, while protecting the delicate mucosal lining of the
tissue. The S2 generator allows physicians to monitor energy delivery,
temperature, impedance and time throughout the procedure and allows
Somnoplasty procedures to be performed with precision, simplicity and speed in
an out-patient setting.
The Somnoplasty procedure is used for treating both the uvula and
soft palate (in connection with habitual snoring) and enlarged inferior
turbinates. After the patient receives a local anesthetic, the Somnus device,
which is connected to the RF Generator, is placed into the soft palate or the
inferior turbinate and a small electrode located at the end of the device is
inserted into the designated area. Through Somnus' proprietary controlled
delivery of radiofrequency energy, the tissue is heated in a limited area
around the electrode creating a submucosal lesion. An insulating sleeve at
the base of the needle electrode protects the mucosa from thermal damage. The
lesions created by the procedure are naturally resorbed in approximately
three to eight weeks, reducing tissue volume.
Company Profile
Incorporated in 1996, Somnus Medical Technologies designs, develops,
manufactures and markets innovative medical devices that utilize its
proprietary RF technology for the treatment of upper airway disorders. The
company's Somnoplasty System provides physicians with a suite of products
designed to offer minimally-invasive, curative treatment alternatives for
disorders of the upper airway, including snoring and enlarged turbinates.
Somnus received 510(k) clearance in July 1997 for the use of the Somnoplasty
System in the treatment of snoring and in December 1997 received 510(k)
clearance for the Somnoplasty System as a treatment for enlarged inferior
turbinates associated with chronic rhinitis. Somnus intends to file for
510(k) clearance for the Somnoplasty System in the treatment of OSA in the
third quarter of 1998.
Forward Looking Statements
This press release contains forward-looking statements that involve risks
and uncertainties that could cause actual results or events to differ
materially from those in such forward-looking statements. Potential risks
and uncertainties include, without limitations, the risks and uncertainties of
entering into the European marketplace and those mentioned in Somnus' Form
10-K for the year ended December 31, 1997 and the Form 10-Q for the quarter
ended March 31, 1998.
SOURCE Somnus Medical Technologies, Inc.
 back to top
Related links:
http://www.somnus.com
CONTACT:
Robert E. McNamara, EVP & CFO of Somnus
Medical Technologies, Inc., 408-617-3462; or Stacey J. Dana,
general information, or Kate Rajeck, analyst contact,
415-986-1591, both of The Financial Relations Board
NOTE TO EDITORS: Somnus is headquartered in Sunnyvale, Calif.,
and its stock is traded on the Nasdaq National Market System
under the symbol SOMN. The company's website address is
http://www.somnus.com. For information on Somnus via fax at no cost,
dial 800-PRO-INFO (+732-544-2850 outside the U.S.).
|
