Somnomed Limited · ASX:SOM
Somnomed — Australian Biotech Expo 2005
14 slides from Somnomed's conference presentation, Aug 9, 2005
Slide 1: Australian Biotech Expo August 9, 2005
omnoMed. Limited: AGN, O03 255 £21, oem Australian Biotech Expo August 9° 2005 Dr Jonathan Wright - MD & CEO
Slide 2: Update
Update This is a report to inform our investors and the market about progress in marketing the SomnoMed Mandibular Advancement Splint (MAS) domestically and globally. Progress has been: « The strategy is working in Australia; . Now moving to increasing public awareness; * Entry into USA market.
Slide 3: OSA and snoring: three treatments other than lifestyle changes
Obstructive Sleep Apnea (OSA) and snoring: there are currently three treatments other than lifestyle changes * CPAP « Surgery « Mandibular Advancement Splints (MAS)
Slide 4: SomnoMed has the best MAS device
SomnoMed has the best MAS device: ease of use, improved compliance and best researched . Developed in collaboration with leading sleep specialists, dental, orthodontic and prosthetic practitioners; American Journal of Respiratory and Critical Care Medicine, acknowledges MAS as a major step forward;
Slide 5: The SomnoMed MAS
The SomnoMed MAS 4 Henn
Slide 6: The value of the OSA Market
The value of the OSA Market * SDB is a vastly under penetrated market, potentially as large as asthma or diabetes; * More than 40 million Americans suffer from a sleep disorder,18 million Americans have OSA, but only around 10 per cent have been diagnosed and sent for treatment, due to lack of aware
Slide 7: OSA and Snoring Market
OSA and Snoring Market SomnoMed MAS Market 4% men / 2% women OSA Syndrome* osa* 24% men /| 9% women Habitual Snorers* + 44% men / 28% women *Aged 30 — 60 years, Ref Young etal. N Eng J Med 1993 *Not to scale
Slide 8: Our market: four key segments
Our market: in planning the way forward we had to understand the complex interaction of four key segments or customers * Sleep Doctors *« General Practitioners « Dentists « Public
Slide 9: Our Customers
Our Customers * Sleep Doctors: * There are only 220 in Australia; * Often takes months to get an appointment; * Usually involves overnight sleep study; * Uncomplicated snorers often do not reach sleep physicians. * GPs: « As a whole know very little about sleep disorders; * Standard treatment is ref
Slide 10: Our Customers (contd)
Our Customers (contd) « Public: — Enormous untapped market; — Need to be educated on the seriousness of the issues; — Need to be informed that MAS is a user friendly and effective treatment, that does not involve surgery or going to bed at night with a mask and CPAP machine.
Slide 11: The marketing challenge is threefold
The marketing challenge — is threefold * Need to follow a clinical pathway that meets patient needs within medical guideline; « Atthe same time need to avoid bottlenecks, especially for uncomplicated snoring; « Need to achieve volume sales. 11
Slide 12: Our response
Our response « Our strategy is to link these four segments based on the experience gained over the last nine months. « The implementation involves educating and marketing to each of these segments. « As the next stage of implementation SOM is planning a Public Awareness Campaign in late August/Septe
Slide 13: US Market
US Market FDA approval — 510(k) registration granted July 2005. USA market is much further advanced than Australia: — in their recognition of OSA as a problem; — and the use of MAS as a treatment. Introduced SomnoMed and its product at key global and sleep medicine conferences in May and June in USA
Slide 14: In summary
In summary « We have devised and implemented a strategy based on understanding the complexity of this market. « Weare now moving to the next stage of education via a Public Awareness Campaign. *« We have an entry plan for the USA to be implemented in the short term.