Orthocell Ltd CEO and managing director Paul Anderson talked with Proactive about the company's strategic steps in launching its flagship nerve repair product, RemplirTM, in the United States.
The company recently secured FDA clearance and has already appointed its first four US distributors, with a goal of expanding to ten by June 30. Anderson emphasised the significance of this progress, saying, "To be able to attract distributors across different areas and states gives us some clarity and immediately draws us towards the first sales of our product in the country."
The US represents the largest nerve repair market globally, with over 700,000 procedures performed annually. Orthocell's hybrid model—a mix of direct management and strategic distributor partnerships—is designed to provide deep market penetration and surgeon engagement across 25 states.
Orthocell has also successfully rolled out Remplir in Australia, where it is reimbursed and currently used by over 200 surgeons in more than 160 hospitals. This local success has helped refine the company's narrative and marketing strategy for the US market.
In discussing product differentiation, Anderson noted that Remplir is unique in its ability to mimic the outer edge of the nerve, a feature not offered by existing products. This, he explained, leads to improved outcomes for both surgeons and patients.
Beyond the US, Orthocell is expanding its global footprint, having secured approvals in Singapore and Canada, with assessments underway in Thailand, the EU, and the UK. Still, Anderson made clear that "we are also laser focused on the United States as the largest healthcare market."
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