Rochester Medical Corporation has announced the introduction of Magic3, its new line of intermittent urinary catheters.
Featuring advanced and proprietary m3 technology, Magic3 catheters are the first intermittent catheters created and crafted from a composition of three distinct functional layers. Each of the three all-silicone laminates is uniquely formulated to independently address a particular product attribute required for comfortable, easy, and reliable intermittent catheterization. This means no trade-offs or compromises for the people that depend on intermittent catheters to help them live a healthy, active life.
Commenting on the new Magic3 catheter, Rochester Medical's CEO and President Anthony J. Conway said, "This is a great new product family. The design and construction of an intermittent catheter can fundamentally impact the user's quality of life. Manufacturers have done their best to address issues of comfort and convenience, but until the invention of Magic3 choosing among various products has involved difficult trade-offs.
"Traditional single-layer catheters that are rigid enough for ease of handling can be painful to use and can damage sensitive urethral tissue. Those that are softer and less likely to abrade tissue can be difficult to handle. Also, some catheters are subject to kinks that can impede drainage flow. We believe no single-layer design has been able to fully address each of these critical issues."
Magic3 intermittent catheters leverage Rochester Medical's patent-pending m3 technology to deliver the benefits of a three-layer, all-silicone design. The catheter's special outer layer of nano-smooth soft silicone provides for an unparalleled hydrophilic lubricious surface which reduces trauma, and maximizes patient comfort. The proprietary middle layer of firmer silicone supports confident handling for quick, simple catheter insertion. The innermost layer is designed to resist kinking and leverage the intrinsic hydrophobic (water-repelling) characteristics of silicone to enhance urine flow through the catheter.
Further demonstrating the Company's enthusiasm for providing patient friendly, environmentally sound solutions, Rochester Medical has incorporated additional important design enhancements. A streamlined, discreet package with finger holes to assist in opening, along with a new self contained and easy to open water packet make the new Magic3 more user friendly. Environmental improvements include a 25% smaller catheter package, a 70 % smaller water packet, and a box that is 20% more compact.
"The technology and timing of our Magic3 introduction offers a unique opportunity for the Company and our customers," commented Jim Carper, Rochester Medical's Vice President of Marketing. "Reimbursement changes have heightened the attention being given to best intermittent catheter practices for each user. The assessments being made every day by clinicians, patients, and distributors now include a brand new choice for uncompromised excellence in catheter performance."
Kicking-off a comprehensive marketing campaign, Rochester Medical has begun rolling out the Magic3 intermittent catheter line in the U.S. with introductions to its distribution partners and targeted clinical call points. The marketing campaign will encompass clinicians as well as catheter users. It will include print and web advertising along with participation in national exhibitions, specialty conferences, and regional consumer events.
Concurrently, the new technology is being introduced by Rochester Medical Ltd. in the United Kingdom and Europe where a similar comprehensive marketing campaign is being launched.