Perth, Jan 14, 2008 AEST (ABN Newswire) - With the regulatory process well underway in China, Helicon (ASX: HCG) has put the ReCell(R) pre-marketing program into gear with a number of activities over the last few months.
The Company has completed a comprehensive market research program designed to provide the data necessary to enable it to effectively target its resources in the most effective way.
Since then Helicon has hosted a series of seminars designed to gain the support of the leadership of the Chinese medical fraternity for this innovative technology.
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http://www.helicongroup.com.au/IMG/pdf/Company_Update_Jan_2008_v2.pdf
Professor Fiona Wood, the inventor of ReCell(R) featured at a series of seminars in Shanghai, Beijing as well as Hong Kong, presenting the research rationale and clinical evidence for this highly innovative therapy. Taking the pre marketing to a second stage involved a seminar recently held in Beijing to demonstrate the finer points of the technology and how it is used. The seminar, again attended by the leadership of the Chinese Burns and Plastic Surgery fraternity were briefed on the important surgical methodology and the more recent clinical outcomes. This meeting was chaired by Professor Chai Jiake, Professor of the Department of Burns and Plastic Surgery and Chairman of the Chinese Burns Society. Professor Chai also holds the position of Director of Burn and Plastic Surgery Hospital of the PLA General Hospital in Beijing.
The consensus of the meeting was unanimous in concluding that ReCell(R), once approved for marketing will fulfil a broad and important market need in China and will be widely welcomed by both doctors and patients in providing an effective means to treat burns, scars and hyper and hypo-pigmented skin.
Beijing based Jewim Pharmaceuticals and Helicon signed a letter of intent in December 2007 whereby the two companies committed to work together to commercialise high end oncology and biomedical products in China.
Headquartered in Beijing, the privately held company with a staff of over 800 has as its core business the distribution of pharmaceuticals and medical devices on behalf of major multinationals such as Novartis, Astra Zeneca and Merck.
Jewim Pharmaceuticals was established in 1999 and has since built a substantial business in the rapidly growing Chinese oncology and transplantation segments.
The core business revolves around providing distribution, logistics and epharmacy services to major foreign multinationals. The company also has a sophisticated manufacturing capability and is investing in Research and Development.
An important element of building a successful franchise in the Chinese pharmaceutical market is gaining formulary listings in the target institutions. Regional and national distributors have established a capability to achieve this goal by developing strong links with key institutional decision makers over many years. Jewim is one such distributor which has establish a strong franchise in the oncology and transplantation segments offering such distribution services to major multinational companies. This allows these companies to focus their selling efforts on the training of the doctors as part of the demand generation activities.
Jewim has built a strong presence in the Chinese oncology segment able to gain distribution in 100% of oncology departments and hospitals in the major Chinese cities of Beijing, Shanghai and Guangzhou representing some 549 hospitals.
Commenting on the alliance at the recent signing ceremony in Beijing, Jewim Pharmaceuticals President Song Genfu said: "We are very pleased to establish this relationship with the Helicon Group. This relationship will provide Jewim with access to an ongoing stream of Western state of the art medical technology for commercialisation in China".
Responding Mr Peter Abrahamson, Helicon's CEO said: "The alliance with Jewim is a truly synergistic one combining the distribution capability and market knowledge of one party with the international network and ability to bring new innovative technologies to the China market by the other".
Dr Chen Qi joined Helicon at the beginning of November to head up the operations in China. A Chinese national, Dr Chen is an experienced senior pharmaceutical executive in China and has previously worked as Manager, New Product Planning with Eli Lilly Asia, Marketing Business Unit Manager, China for Shanghai Roche Pharmaceuticals Ltd and most recently General Manager of the Antivirus Branch Company of the Shanghai Pharmaceutical Group.
Dr Chen holds a Bachelor of Medicine and Master of Medicine (Major in Biomedical Engineering) Degrees from Henan Medical University and Shanghai Medical University respectively. He also holds a Management qualification from the prestigious China Europe Business School (CEIBS).
In his role as Sales and Marketing Director for Helicon, Dr Chen will be responsible for the tactical implementation of Helicon's operations in China. This will include the deployment and management of Helicon's national sales and marketing team as well as the development and implementation of competitive strategies to achieve profitable sales and market penetration of Helicon's products.
Commenting on his position, Dr Chen indicated "I am very excited about this new position and confident that Helicon will be able to establish a successful business in China. The Chinese market is hungry for innovative western biomedical technologies and products like ReCell(R) have excellent prospects for growth."
Welcoming Dr Chen to Helicon, Peter Abrahamson commented "Chen Qi brings many years of experience and a well developed network to Helicon. He has an inquisitive mind and the energy and drive to build a successful business."
Dr Chen and his wife Tracy live in Shanghai with their five year old son.
Contact
Saliba Sassine
TEL: +61(0)8 9321 4606
info@helicongroup.com.au
www.helicongroup.com.au
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