Mark E. Saad
Analyst · Ren Benjamin with Rodman & Renshaw
We can smell the inflection point. And the question is, by clinical background you have to make a diagnosis in the field what’s holding things back from the perspective of increasing adoption, on one hand, people buying the technology, putting in their practice. And on the other hand, driving through put the number of consumable sales. And I think the four things that we tried to outline in the letter that I kind of focus down on a little bit that will contribute to that inflection point. And with the (inaudible) we can’t predict when it’s going to happen. But we feel confident it will. And we just need to drive as hard as we can to that. So, number one, is making our customer, physician, practices successful. So doctors aren’t used to selling cell therapy and stem cell related technology. So marketing and sales support. We’ve done some internal restructuring. We are working incredibly hard, devoting a lot of resources to putting tools into doctor’s practices to make it easy for them and their business. Folks within the practice to sell the technology. We’ve added a new Vice President, David Oxley, to run our sales support group. Which is a way to say marketing. There’s a clear interest on the consumer side for the technology. So when we have any physician that’s particularly astute in marketing goes out and gives a presentation or gets some media attention, the number of calls that flood the practice almost closes down their phone lines. And so, you really see patients saying, yes I want stem cell treatment X or stem cell treatment Y. So we’re starting to see the beginning in Cytori as we develop this of a direct to consumer approach that will grow in scale with the business. And that includes increased media exposure, trying to leverage a focus on local markets and minimize costs initially, but growing that. So, there’s this whole marketing as sales support function that’s been increasing, growing and morphing over time. The second part of that is improving the features and benefits of the technology. Perhaps you remember the press release of a few weeks ago where we put out a major new release of a software that’s really geared towards allowing the doctor to have more tissue volume available and cell volume to treat individual patients. On a practical level that means in a lot of patients whereas before they could only do one cup size breast augmentation now they can do two cup sizes, for example. So not only providing - broadening the utility of the technology but decreasing the time so it works better in the patient/doctor workflow. And the doctor can basically boost his pay per hour during the day using the technology. So it improves the practice economics. And then an ongoing basis to peer graft technology that’s coming out, Celution 1, the Olympus version that’s coming. And perhaps things in the future, are all geared towards enhancing the product of features and benefits and its use in the practice. And two other things to highlight, one I highlighted previously which is better tailoring the channel model by letting GE do what GE does best, let Cytori do what Cytori does best. And the same with NBA and going direct in places where maybe we haven’t before and capturing that margin. They’re all important in tailoring that channel model to make it more successful. And then finally, well we haven’t really touched on it, is our US regulatory strategy. We’re happy that we’re going to be a device. We hope we’re going to be a 510(k). And as soon as we get regulatory approval in the US, then we look forward to launching the Celution family of products in the US where we think demands are already there. So all those things together, I think, drives towards an inflection point. And having the number of people that we have in the field, interacting with the customer, having customers coming to San Diego and taking a tour and seeing the technology, hearing the presentation. All this lead us to the strong belief that inflection point is coming.
Ren Benjamin - Rodman & Renshaw: I guess just one last question. The US regulatory strategy. Can you just give us an update as to, sort of, what are your thoughts, what’s the timing, when might we be looking for an approval?