InterCure, Ltd. and Omron Healthcare Co., Ltd. Announce Marketing Collaboration for Hypertension Market in United Kingdom
Published: Aug 20, 2007
NEW YORK and MILTON KEYNES, United Kingdom, Aug. 20 /PRNewswire/ -- InterCure, Ltd. (Tel Aviv Stock Exchange: INCR), and Omron Healthcare (UK) Ltd., a wholly owned subsidiary of Omron Corporation, today announced an agreement to strengthen the link between hypertension diagnostics and therapies in the professional and pharmacy healthcare markets. The agreement combines marketing programs for Omron Healthcare's market-leading line of blood pressure monitoring systems in the United Kingdom and InterCure's RESPeRATE, the only medical device clinically proven to lower blood pressure through paced breathing therapy.
Omron Healthcare (UK) and InterCure have agreed to co-market their devices in the UK, with the goal of earlier detection and intervention for the 16 million people in the country suffering from hypertension. This will be done through a combination of efforts at leading conferences and tradeshows in the UK, with the most recent joint venture at the Primary Care Exhibition-the largest exhibition in the UK targeted towards primary care physicians.
In addition, as part of the alliance, Omron Corporation will include product information about RESPeRATE inside the boxes of its M10i product-Omron's premium blood pressure monitoring line available in the United Kingdom. InterCure will reciprocate with informational Omron product background in its RESPeRATE packaging.
Almost one billion people worldwide have high blood pressure, including 38 percent of people in the UK. Of those in the UK with hypertension, only 36 percent have their blood pressure under control. Traditional treatment methods of diet, exercise and medication are often unable to help patients reach their lower blood pressure goals. Left untreated, high blood pressure may lead to heart attack, stroke and kidney or heart failure.
"We welcome the support and collaboration of a leader in the UK blood pressure monitoring market as RESPeRATE expands its reach through broader channels," said Jon Collings, UK Country Manager of InterCure. "Omron's strength in the diagnostic market will help expand the presence of InterCure's revolutionary RESPeRATE technology within the UK, furthering our current efforts to provide a safe, alternative treatment option to hypertension patients worldwide."
"A marketing collaboration with InterCure complements our existing product offering in the hypertension marketplace within the United Kingdom," said Steve MacAleese, General Manager, Omron Healthcare (UK). "We understand the value of not only offering a modality to diagnose the issue but to also provide an innovative treatment option for hypertension patients."
RESPeRATE(R) is FDA-cleared for over-the-counter sale and is the only medical device on the market clinically proven to lower blood pressure through paced breathing therapy. The device uses the body's natural tendency to follow external rhythms, interactively guiding the user to effortlessly reduce their breathing rate to a "therapeutic zone" of less than 10 breaths per minute. The breathing exercises with RESPeRATE relax the constricted muscles surrounding the small blood vessels, allowing the blood to flow more freely and yielding a significant and lasting reduction of blood pressure within weeks.
About InterCure, Ltd.
InterCure, a medical device company, publicly traded on the Tel Aviv Stock Exchange (TASE: INCR) has become a leader in the growing Personal Therapeutic Device category. Its broadly patented "device-guided breathing" technology platform enables a systematic reduction in sympathetic outflow of the autonomic nervous system. InterCure is successfully selling the world's first hypertension treatment device, RESPeRATE(R), with more than 75,000 units sold. With multiple published clinical studies, regulatory clearance in 10 key international markets (including FDA over-the-counter ("OTC") clearance in the U.S., the European CE mark and the Chinese SDA among others) and a renowned scientific advisory board, RESPeRATE is rapidly becoming a part of the standard of care for the treatment of hypertension. (www.intercure.com)
About Omron Healthcare Co., Ltd.
Omron Healthcare Co., Ltd. is a wholly owned subsidiary of Omron Corp and is based in Kyoto. A specialist firm in healthcare equipment for home and medical use, including digital blood pressure monitors, digital thermometers, body fat meters, and nebulizers, Omron Healthcare employs about 3,300 staff worldwide and recorded sales to March 2007 of 65.7 billion yen. Its president is Keiichiro Akahoshi.
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