22 June 2017

Ellex iTrack™ Sales and Marketing Activities



  • Ellex continues commitment to expanding global distribution network of Ellex iTrack™ business
  • Accelerated recruitment and expansion of US-based sales team driving significant month-on-month sales growth

Adelaide, Australia, 22 June 2017 – Ellex Medical Lasers Limited (ASX:ELX), a global leader in medical devices for the diagnosis and treatment of eye disease, is pleased to provide the following update on recent sales and marketing activities for the Ellex iTrack™ business segment.

Ellex iTrack™ is Ellex’s wholly owned, San Francisco Bay Area-based, subsidiary which specialises in the treatment of glaucoma using its iTrack™ patented microcatheter.

Ellex is now experiencing significant month-on-month improvements in sales growth, attributed to the continued investment in sales and marketing, particularly within the US market and across other specifically targeted global markets during the financial year.

Ellex iTrack™ US Sales Team Recruitment and Expansion
Ellex iTrack™ has continued to accelerate its US sales and marketing strategy primarily through the expansion of the Company’s sales and marketing team at its headquarters in Fremont, California, USA.

Specifically, this has resulted in an increase in the direct sales and clinical training personnel from four in August 2016 to 14 in June 2017. These additional personnel are industry professionals with strong backgrounds in selling consumable ophthalmic products. As of mid- June, Ellex iTrack™ has established sales representative coverage across all geographic regions in the USA (see Appendix for details).

Additionally, from January 2017, the insurance reimbursement available to ambulatory surgery centres (ASC) that purchase the iTrack™ doubled, further bolstering the Company’s sales and marketing efforts.

Ellex iTrack™ expects to continue to build its US-based and global sales and marketing team and is targeting a total of 21 to 24 sales representatives and clinical trainers by June 2018.

In addition to increased sales efforts, the Company has also invested in additional improvements in its production capacity at its Fremont facility in anticipation of further sales demand.

Sales Results Affirm Sales and Marketing Efforts
The investment in the marketing and distribution strategy of iTrack™ in the USA is demonstrating positive sales results. Sales growth within the USA has accelerated materially since 1 January 2017. Significant month-on-month sales growth is being experienced as the recruitment of sales representatives progresses across the regions of the USA. In China, where Ellex iTrack™ is the only approved minimally invasive glaucoma surgery (MIGS) device, the Company’s program of surgeon training is gaining traction and sales are growing. Other major markets outside the USA, namely Germany, Italy and Switzerland, are also showing good growth as market awareness grows.


Ellex designs, develops, manufactures and sells innovative products that help eye surgeons around the world to effectively and efficiently treat eye disease. Ellex is a world leader in this field. Headquartered in Adelaide, Australia, Ellex has ophthalmic lasers and devices that treat glaucoma, retinal disease primarily caused by diabetes, secondary cataract and vitreous opacities, as well as age-related macular degeneration. Manufacturing is carried out in Adelaide, Australia and Fremont, California. Sales and service directly to eye surgeons is conducted via subsidiary offices in Minneapolis, Lyon, Berlin and Tokyo. A network of more than 50 distribution partners around the world services other markets.

For additional information about Ellex and its products, please visit www.ellex.com

For further information on Ellex please contact:

Tom Spurling, CEO
Ellex Medical Lasers Limited
3 Second Avenue, Mawson Lakes, SA, 5095
W +61 8 7074 8293 | M +61 417 818 658

Maria Maieli, CFO & Company Secretary
Ellex Medical Lasers Limited
3 Second Avenue, Mawson Lakes, SA, 5095
W +61 8 7074 8200

Andrew Angus
Overland Advisers
M +61 402 823 757