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September 22, 2009

Stress incontinence = $?

Rochester Medical Corp. is looking to start 2010 by launching a major play for the female stress incontinence market in both the U.S. and the U.K.

“The market potential for this is bigger than any of our other products,” said Anthony Conway, CEO of the Stewartville catheter maker, after announcing that its FemSoft Insert has been approved by in the United Kingdon as a prescription product.


It is a soft silicone insert with a fluid-filled bulb at the end to conform inside the patient to block leakage.

This follows U.S. Medicare’s preliminary reimbursement approval for the FemSoft Insert earlier this year.

If all goes as expected, both the U.S. and the U.K. will begin reimbursing for the product in January 2010.

“The market potential for this is bigger than any of our other products,” says Conway.

It is estimated that more than 12 million women are diagnosed with stress incontinence in the U.S. This condition can cause urinary leakage occurs during certain physical activities such as exercise, coughing, laughing, or sneezing.

Conway believes FemSoft could used by about five percent of that group, which tallies to about an estimated $1 billion piece of the market.

While being OKed for Medicare reimbursement spotlights FemSoft, it has been used for years by women paying the full cost for the product. The Federal Drug Administration approved it after a five year, eight clinical site study.


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