"ENHANCING THE HUMAN ENGINENAME REBRANDS can fall victim to...

"ENHANCING THE HUMAN ENGINE

NAME REBRANDS can fall victim to unnecessary
complication by attempting to encapsulate a
company through indecipherable acronyms or
abstract themes.

In the case of Rhinomed – formally known as
Melbourne-based ASX-listed Consengna (ASX:CGP)
– their newly adopted corporate identity says it all.

Drawing inspiration from the Latin rhino, Rhinomed
is a nasal and respiratory technology company
seeking to dramatically improve breathing by dialling
up the efficiency and function of the nose.

Rhinomed is preparing to turn a new page in its
five-year journey as a listed company as it readies
to launch its first product, consolidate a number
of recent corporate and market developments and
book its maiden revenues in late 2013.

Having appointed ex-Nike and AFL executive Jane
Ballantyne as Chief Marketing Officer, Rhinomed
recently announced ChinaMed as its global
manufacturing partner ahead of launching ‘The
Turbine’ in November, with a pack of three devices
retailing at $24.95.

“Rhinomed sought to partner with a manufacturer
who could work with the company and provide
significant value right across the development and
commercialisation of the company’s technologies,”
CEO and Executive Director Michael Johnson said.

“After considerable assessment, the company
partnered with ChinaMed as an FDA certified, ISO
and GMP compliant manufacturer with a focus on
medical and specifically respiratory technology
manufacturing.”

While Rhinomed is developing products for a wide
range of applications, its initial focus will be on the
lucrative sports market.

Resting inside the nose, ‘The Turbine’ improves
the efficiency of the nose and therefore boosts and
athlete’s performance. Testing shows the device
can increase air flow to the lungs – the holy grail of aerobic activity – by 38%.

Mr Johnson said the US presented a huge potential
market for the Turbine.

“There are more than 40 million cyclists in the US
alone, and 51 million Americans are members of a
health club,” he said.

In Australia, more than 4 million Australians ride a
bike every week, while the bike and accessories
market is worth $1 billion.

“Much like other equipment used by athletes, we are
positioning the Turbine as an essential component of
high performance activity, which is readily accessible
to the general public,” Mr Johnson said.

“There is a strong existing market for the Turbine
and given its advantages over competing products,
we are confident of converting years of research and
development into revenues this calendar year.”

Beyond applications in sport and general exercise,
Mr Johnson said Rhinomed will also target the
Turbine at sleep disorders including snoring and
sleep apnea, the well-being sector (yoga, Pilates,
weight management) and drug delivery for migraine
and sinus diseases.

“The company is targeting an initial market that has
a proven track record of being early adopters of new
technolog

“This focus on targeting clear referral markets for
wider adoption and acceptance by a larger mass
market will be critical to our success.”

With a forthcoming product launch, divergent
revenue streams, new products targeting snoring
and wellbeing, and a new clinical program in
sleep apnea and drug delivery to launch in 2014,
Rhinomed’s corporate relaunch is far from cosmetic.

WHAT Is THE TURBINE?

-Medical grade polymer device which rests inside the nose
-Works by opening the nasal airways for controlled, efficient breathing
-Design based on elite athlete user testing
-18 patents either granted or pending
-Launches in November 2013 in two sizes"

http://www.ausbiotech.org/userfiles/file/2013%2010%2003%20Ahead%20of%20the%20Curve.pdf