ATOMSCompetition and Market Situation

Marc Jablonowski

Area Managers‘ MeetingQ4 2014, Feldkirch

Übersicht

1. ATOMS Status Quo– Countries

2. Product Update on New Scrotal Port3. Competition 4. ATOMS in Spain5. Action Plan

ATOMS is one of A.M.I.‘s fastest growing products

Some few markets are extremely successful. This success should be encouraging for other

distributors as well.

Übersicht

1. ATOMS Status Quo– Countries

2. Product Update on New Scrotal Port3. Competition 4. ATOMS in Spain5. Action Plan

ATOMS with new Scrotal Port

ATOMS with new Scrotal Port

Testing successful Minor modifications:

– Softer port membrane– Protection sheath around port

Protection sheath

Production of ATS5041

First products available mid October:– 13 ATS5041 with soft silicone port membrane

Additional ATS5041: 1st week of Nov.– Soft silicone port membrane– Protection sheath

Scortal Port for ATOMS (ATS5051)

Kit for port revision Available with hard

silicone membrane

How many do we need?

ATOMS New Scrotal Port for ATOMS Demo

Attach ATOMS Scrotal Port to existing demo model.

Übersicht

1. ATOMS Status Quo– Countries

2. Product Update on New Scrotal Port3. Competition 4. ATOMS in Spain5. Action Plan

CompetitionAMS

AMS

Madrid 2015

AMS

AMS struggling because of mesh lawsuits

Accruels for lawsuits:1.2 bln USD + 0.4 bln USD

That is >3 times AMS annual turnover

AMS is for sale

New device introduced from Argentina/Promedon: Phorbas

How ATOMS compares to Phorbas

ATOMS is the ORIGINAL

5 years experience– This will be the message at the EAU meeting

What does Promedon / Phorbas claim?

Consultant urologist:– „I had to explant one ATOMS in my series because of

chronic pain“– „After explantation, the pain issue immediately

resolved“

I.e. if pressure of the cushion is released, there shall be no pressure on the nerves anymore.

This should be EXACTLY the same for Phorbas

What does Promedon / Phorbas claim?

Chronic pain???Let‘s check all three ATOMS publications:

1) Seweryn et al. (1 of 39 patients): 2.6%2) Hoda et al.: (0 of 124 patients):0%3) Primus/Hoda: (0 of 99 patients): 0%

They claim to develop a solution against a problem that does not exist

If it would exist, they would have the same issue.

Some more questions about Phorbas

Do they have a sound understanding of technology?– What about leackage of the cushion?

(think about Pro ACT rupturing balloons)– First time Promedon manufactures a port

Disadvantages of Phorbas

1. Infection (silicone)– Could be a critical situation for the patient if an infection

reaches the pelvis / pubic ramus

2. Form of the arms vs. small tunneller

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Disadvantages of Phorbas

3. Port catheter on the side – Not in direction of the scrotum– Catheter will bend– Catheter will probably touch the silicone arm

4. Closing (metal) will break(pre-determined breaking point)

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Promedon – Phorbas Legal Situation

Started selling Phorbas actively in Europe A.M.I. filed lawsuit in Germany (patent

infringement) Additionally lawsuit in Italy (patent validity)

Amicable settlement

Promedon (Argus, Phorbas)

Global

Product Recall

Where is Phorbas?

Übersicht

1. ATOMS Status Quo– Countries

2. Product Update on New Scrotal Port3. Competition 4. ATOMS in Spain5. Action Plan

Übersicht

1. ATOMS Status Quo– Countries

2. Product Update on New Scrotal Port3. Competition 4. ATOMS in Spain5. Action Plan