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BioDerm, Inc.

Title:  Product Launch Press Release

Client Type:  Corporate

Notes:  I'm extraordinarily proud of this particular press release, principally because I was approached by the manufacturer after numerous other copywriters turned down the project.  They apparently felt it was an "uncomfortable" assignment which would not reflect well on their abilities and was not something they necessarily wanted in their portfolios.

I found this attitude bizarre and immediately saw how this product could make life much more bearable for patients suffering from incontinence issues.  The fact that they were to be well-paid and would be helping others seemed to escape those other writers. 

It was not the first assignment I accepted which involved either fixing the mistakes of other copywriters or taking on work they would not, for whatever reason. 

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FOR IMMEDIATE RELEASE

 

 

A REVOLUTIONARY NEW DEVICE FOR MANAGING MALE URINARY INCONTINENCE IS ANNOUNCED BY FLORIDA’S BIODERM, INC.

 

St. Petersburg, Florida (December 1, 2001) – BioDerm, Inc., a developer and manufacturer of continence management devices, has introduced The BioDerm Continence Management System, a unique new product that offers an alternative to traditional sheath catheters, indwelling catheters, and absorbent products.

 

BioDerm’s revolutionary new ECD, or External Continence Device, sets a new standard in continence management by attaching only the tip of the penis.  Unlike condom catheters the ECD utilizes a unique, two-piece hydrocolloid wafer, which seals to the glans of the penis without enclosing the entire shaft.  This results in greater comfort for the user and improved ease of use for the caregiver. Urine is then ducted away from the body through a specially engineered connector, traveling through common drainage tubing and collecting in a standard urinary collection bag.

 

“Unlike condom catheters and absorbent appliances which can retain urine and expose it to the skin, the ECD routes urine away from the penis, significantly reducing the chance of exposing the skin to excess moisture for extended periods, ” explains Dennis M. Kay, President and CEO of the eight year-old company.

 

In addition to the producing the ECD, BioDerm also produces and develops leading-edge technology for wound dressing and infection control devices.  The company’s goal when creating the ECD System was to improve the quality of life for users living with incontinence and the awkward, often painful urinary drainage methods common to condom catheters, internal catheters and other absorbent products.     

 

“Our product is ideal because it is suitable for any male, young or old, hospitalized or living independently, who suffers from incontinence,” says Kay, noting that users who are elderly, have retracted anatomy or end stage disease, who are neurologically or physically impaired, or who are chronically ill can also benefit from the BioDerm Continence Management System.   

The BioDerm Continence Management System is latex-free, and can be easily self-applied by the user or applied by a caregiver.  Its comfort and general ease-of-use allows clean, intermittent catherization and one size fits most adult men.  The BioDerm Continence Management System is available in circumcised and uncircumcised models, and ships with the supplies necessary to complete 14 applications.   

 

“At BioDerm, we’re committed to developing and manufacturing advanced technology barrier products that improve the lives of users, while at the same time providing cost-effective, labor-saving solutions for caregivers,” says Kay.  “The BioDerm Continence Management System utilizes state-of-the-art technology to improve patient care and reduce total outcome for patients, users and caregivers.”

 

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