If the previous distributor was getting great results then the parent wouldn't be looking to change horses. Avita no doubt thought their sales team could promote the dressings as part of a "package" with Recell. It's not hard to imagine the sales patter about "how much faster it will heal with a better cosmetic result", similar to the Recell pitch. But with Recell accounts falling behind expectations, presumably Permeaderm sales will also be less than expected.
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