Peter Alex
Analyst · Casey Stallone. Please go ahead
Thanks Dave, and it's a pleasure to be speaking with all of you today. At the start of 2017, we embarked on building a U.S. sales model that focused on creating a direct sales force followed by adding qualified and experienced independent sales representatives throughout the year. The direct sales team has been hired and trained. The regional sales managers are actively engaging new prospect through sales and tradeshow activity, are supporting our installed base which is contributing to increased disposable consumption and higher margins, and they are accelerating unit quotations for prospective customers 2017 through 2018 budget, which will lead to increased sales. We are now in the second phase of our U.S. sales model and have begun the process of recruiting and interviewing 10-99 independent sales representatives or commission-only reps in 50 U.S. markets including Alaska and Hawaii. We expect to be making offers in the second quarter to several candidates who will complement our direct sales model, our good strategic fit and will protect the brand momentum we've established for the last several months. These independent reps are an adjunct to building prospects in increasing the number of live demonstrations and will become the foundation for building or STREAMWAY installations into all 50 states. We will be phasing in these independent reps throughout 2017. Customer engagement in the field is paramount to the success of any medical device capital equipment product. In the STREAMWAY direct-to-drain technology is no exception. Engagement brings advantages to the entire team within a facility from the individuals who are involved with the product introduction, during the demonstration of product trial, and throughout the product selection committee review process. Our newly created sales team is now actively engaging all these STREAMWAY stakeholders. I want to share with you today who these multiple stakeholders are and how we are responding to deliver value to each of them. To ensure our direct sales investment is aimed at the sales process accordingly. First, clinical end users. Securing product introductions via sales and marketing efforts is vital to sales growth. This stakeholder represents the person handling fluid at the patient and procedural level. The STREAMWAY delivers uninterrupted performance which allows for more time with the patient, a virtually hands free method to reduce the risk of exposure protecting both themselves and the patient. This is where the interest in STREAMWAY has historically originated. However, to advance sales beyond the end user, we need to engage a much broader group of stake holders including the second stakeholder, and that is the department managers and directors. The director controls the operating and capital budget within his or her department. Many technologies compete for finite budget dollars which puts the emphasis on procedural. The recent article in Radiology Management highlighted the STREAMWAY System. Dan Felix, Director of Imaging at Tucson Medical Center, part of a globally recognized clinic network, noted that supply costs were regularly exceeding budget by up to 15 percent because of expensive evacuated bottles. This was due to the bottle cost and disposal fee for each procedure averaging $107.10 prior to the STREAMWAY. Mr. Felix their lead Technologist, Infection Control, Environmental Services and others at this 600-bed teaching facility supported the decision to acquire the STREAMWAY to replace glass evacuated bottles and reduce their procedure operating costs from $107.10 to $24. The article went on to cite other benefits including up to 25% reduction in procedure time with high volume procedures due to no delay to exchange bottles, increased accuracy of extraction volume that physicians appreciate, greater focus on patients due to ease of use, and a simple cleaning process. The stakeholders are physicians. Physicians now have an alternative with the STREAMWAY to have continuous infinite flow during an arthroscopy to general surgery procedure in the O.R., for colonoscopy and upper endoscopy and gastroenterology, for paracentesis and thoracentesis in the IR ultrasound suite and for wide ranging fluid management application in other departments for improving procedural efficiencies provides for better patient outcomes and shorter procedure times. For those physicians who own their endoscopy or outpatient surgery center, we're affiliated with the hospital. There is value in the STREAMWAY by freeing up valuable floor space and increasing room throughput. Bev Cook, RN-BSN at Southern Ohio Medical Center noted in a newsletter, after trialing the STREAMWAY for their clinical team, they were able to decrease procedure time by half while providing a more comfortable experience for the patient. Physicians in biomedical engineering supported their decision to purchase the STREAMWAY System. The fourth stakeholder, our biomedical engineers. Biomedical clinical engineering plays a key role in the repair and maintenance of the STREAMWAY. Skyline is now promoting remote support repair assistance to go with our preventative maintenance contract. Thus we are now engaging more readily with people who play a key role in the hospital standardization, modernization and equipment recommendations. The fifth stakeholder and customer engagement is infection control. The STREAMWAY provides in-room on the wall direct-to-drain management of infectious fluids and virtually eliminates exposure to infectious fluids by modernizing the workflow. In contrast to competing products, the STREAMWAY does not require fluid to leave the procedure room, moreover, to be manually handled and removed. A recent study by Johns Hopkins University School of Medicine in Baltimore published in the May issue of the American Journal of Infection Control noted that operating room doors impact air quality. Health facilities Management cited the study as well in an article stating over the course of one week, researchers recorded air particle counts in 5 minute intervals and observed movement of healthcare workers in and out of the OR. At least one OR door was open during 47% of the readings and 13.4 door openings occur per hour during procedures. The article concluded by stating 'overall air particle counts increased 13% when the door is opened.' From Skyline Medical's perspective, this provides an opportunity to discuss the wall mounted solution of the STREAMWAY with infection control versus competing technologies that require opening the door to remove infectious waste fluid. The sixth stakeholder is environmental services. Providing a viable solution to landfill and incineration of infectious fluids is one of the primary benefits of the STREAMWAY. As Carl mentioned, the STREAMWAY System is being displayed at CleanMed 2017 this week in Minneapolis and we expect that our environmental strategy will continue to broaden from our attendance. This group is sitting on more and more product review committees as hospitals are adopting green initiatives. The seventh stakeholder this facilities management. Providing installation project review, installation specifications, cut sheets and coordination of installation quotations will ensure that STREAMWAY is being budgeted for correctly and accurately. We are establishing better control of the installation process via our direct sales organization. We are exploring turnkey solutions for our U.S. and international markets. We did simplify not only the room retrofit, but the renovation and new construction projects. And the eighth and final stakeholder and customer engagement to supply chain. This stakeholder is now receiving more direct focus during the STREAMWAY sales process. Many of the stakeholders just mentioned sit on supply chain's value analysis committee where ROI return on investment in the STREAMWAY requisition by the department directors reviewed for purchase. Supply chain professionals are looking for technology solutions to standardize care across multiple facilities and to negotiate savings. As a direct result of our attention to the supply chain, we created a rental agreement to complement the purchase option, which includes pay per procedure in leasing. The majority of purchases are still expected via the capital budget process. Our efforts into 2Q and throughout 2017 will continue to focus on maximizing our Vizient contract offering to membership, which aligns Skyline deeper into hospital supply chain operations, continue to negotiate with other GPO contracts will gain us greater access and seeking local integrated delivery network agreements to maximize large purchase discounting to move a sale from a single unit to a multi-unit opportunity where contracts are not in place. These facilities stakeholders are key to the sales and acquisition process. In addition, we're looking to increase our exposure to front-end opportunity stakeholders which include equipment planners, architects and construction contractors. We see project management and design is an integral part of our long term strategy, since the STREAMWAY advantage of direct-to-drain involves and infrastructure coordination is important that we are engaged in discussions with these three groups to introduce the STREAMWAY at the front-end of the opportunity when project budgets are established. In the STREAMWAY it can be exclusively spec'ed into a project. By building in-design specifications that include the STREAMWAY, we ensure that the installation location is proper, that adequate vacuum exists and the drains are optimally located to bring the lowest installation cost for a renovation or new build. By working with these groups more closely, we expect to improve on our traditional retrofit solution and incorporate solutions and designs that comply with local, state, and Federal building codes. Dave Johnson updated you on our CE Mark progress which will allow for a marketing our STREAMWAY in the EU. We are optimistic about our entry into EU member countries as the STREAMWAY provide a sustainable environmental solution that the EU promotes. Our global market expansion to-date includes Canada. In Canada, we have broadened our search for independent sales distribution partners and continue to engage with opportunities at the provincial health system level. Our first Canadian sale into Ontario is awaiting installation and we will be actively participating in this installation to use it as a springboard into Canada. Our marketing efforts steered by our Director of Product Management are in alignment with these facilities stakeholders and will evolve to include our front-end project stakeholders. As Carl mentioned, our trade show participation is increasing, which will continue to broaden our STREAMWAY brand appeal and awareness. We have broadened our tradeshow participation to include regional and local shows which offer cost-effective and highly interactive one-on-one time. Our digital marketing continues to grow in reach. Skyline Medical and the STREAMWAY were featured in the March April edition of Radiology Management, the Journal of AHRA with an article titled an alternative to evacuated bottles. Further efforts are being made to improve our Skyline website search engine optimization, grading and scaling for mobile applications. To continue to create synergy between sales and marketing, we began implementing a customer relation management or CRM software system to manage customers, prospects in global market expansion more effectively. In summary, our regional sales management team is now engaged across a complete range of stakeholders and decision markets. Our independent commission-only representatives' recruitment phase is underway. Our marketing efforts are now being published and investments in CRM will increase our efficiency. Our contract with Vizient is now aligned for us to engage fully with their membership and we expect negotiations to continue with more contract based organizations. All of these building blocks are resulting in increased quoting, which will translate into revenue and broader appeal for our STREAMWAY System. With those comments, operator, we're ready to take questions.