Next generation intermittent urinary catheters

Dec 18 2008

Rochester Medical Corporation has announced the introduction of Magic3, its new line of intermittent urinary catheters.

Featuring advanced and proprietary m3 technology, Magic3 catheters are the first intermittent catheters created and crafted from a composition of three distinct functional layers. Each of the three all-silicone laminates is uniquely formulated to independently address a particular product attribute required for comfortable, easy, and reliable intermittent catheterization. This means no trade-offs or compromises for the people that depend on intermittent catheters to help them live a healthy, active life.

Commenting on the new Magic3 catheter, Rochester Medical's CEO and President Anthony J. Conway said, "This is a great new product family. The design and construction of an intermittent catheter can fundamentally impact the user's quality of life. Manufacturers have done their best to address issues of comfort and convenience, but until the invention of Magic3 choosing among various products has involved difficult trade-offs.

"Traditional single-layer catheters that are rigid enough for ease of handling can be painful to use and can damage sensitive urethral tissue. Those that 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. We believe no single-layer design has been able to fully address each of these critical issues."

Magic3 intermittent catheters leverage Rochester Medical's patent-pending m3 technology to deliver the benefits of a three-layer, all-silicone design. The catheter's special outer layer of nano-smooth soft silicone provides for an unparalleled hydrophilic lubricious surface which reduces trauma, and maximizes patient comfort. The proprietary middle layer of firmer silicone supports confident handling for quick, simple catheter insertion. The innermost layer is designed to resist kinking and leverage the intrinsic hydrophobic (water-repelling) characteristics of silicone to enhance urine flow through the catheter.

Further demonstrating the Company's enthusiasm for providing patient friendly, environmentally sound solutions, Rochester Medical has incorporated additional important design enhancements. A streamlined, discreet package with finger holes to assist in opening, along with a new self contained and easy to open water packet make the new Magic3 more user friendly. Environmental improvements include a 25% smaller catheter package, a 70 % smaller water packet, and a box that is 20% more compact.

"The technology and timing of our Magic3 introduction offers a unique opportunity for the Company and our customers," commented Jim Carper, Rochester Medical's Vice President of Marketing. "Reimbursement changes have heightened the attention being given to best intermittent catheter practices for each user. The assessments being made every day by clinicians, patients, and distributors now include a brand new choice for uncompromised excellence in catheter performance."

Kicking-off a comprehensive marketing campaign, Rochester Medical has begun rolling out the Magic3 intermittent catheter line in the U.S. with introductions to its distribution partners and targeted clinical call points. The marketing campaign will encompass clinicians as well as catheter users. It will include print and web advertising along with participation in national exhibitions, specialty conferences, and regional consumer events.

Concurrently, the new technology is being introduced by Rochester Medical Ltd. in the United Kingdom and Europe where a similar comprehensive marketing campaign is being launched.

For two decades, Rochester Medical Corporation has been developing, manufacturing and marketing latex-free, disposable medical devices and catheters for urological and continence care applications. The all-silicone Magic3 intermittent catheter line is the latest example of the Company's commitment 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. The product line also incorporates all of Rochester Medical's coating options and package configurations, including the advanced antibacterial and antibacterial hydrophilic technologies. Most state Medicaid, Medicare, and private insurance companies will cover these advanced catheters; local product suppliers can provide details about specific payor sources. Additional product and ordering information is available by contacting Rochester Medical at 1-800-243-3315 or [email protected].

This press release contains forward-looking statements that involve risks and uncertainties, including the uncertainty of estimated revenues and profits, as well as the uncertainty of market acceptance of new product introductions, the uncertainty of gaining new strategic relationships or locating and capitalizing on strategic opportunities, the uncertainty of timing of private label sales revenues (particularly international customers), FDA and other regulatory review and response times, and other risk factors listed from time to time in the Company's SEC reports and filings, including, without limitation, the section entitled "Risk Factors" in the Company's Annual Report on Form 10-K for the year ended September 30, 2007.

Rochester Medical Corporation develops, manufactures, and markets disposable medical catheters and devices for urological and continence care applications. The Company markets under its own Rochester Medical(R) brand and under existing private label arrangements.

For further information, please contact Anthony J. Conway, President and Chief Executive Officer of Rochester Medical Corporation at (507) 533-9600. More information about Rochester Medical is available on its website at http://www.rocm.com/.