Ann: PNV brings Breast Device in-house, page-19

I was kind of annoyed at this to start with. I’ve been very enthusiastic about this market and this perhaps showed EL not doing right by the tech. But given the techs superiority to current offerings and the increased need to adequately prevent capsular contraction I actually think this is a good thing for a few reasons. First off, pnv doesn’t muck around and will allocate the resources the product development demands. Second, pnv could now licence the tech to whoever and essentially capture more of the market and allow for the tech to become yet another gold standard. Thirdly, I don’t know if this would happen but demand could be so strong, our brand so well respected, our sales networks well established, that we could directly enter the breast augmentation/reconstruction market ourselves. After all, I’m not sure about other countries but I know in Australia that the same plastic surgeons who would be using btm are often the same ones running private practices doing breast work so the relationship between them and pnv would likely already be established.