Devices can help urologic trouble

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Two Augusta men who learned how to sell medical devices from one of the industry's titans are ramping up a sales force of their own in Martinez.

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Life Coach Medical CEO Robert White demonstrates an Auto Injector in his Martinez office. He and his partner market devices for erectile dysfunction.  Andrew Davis Tucker/Staff
Andrew Davis Tucker/Staff
Life Coach Medical CEO Robert White demonstrates an Auto Injector in his Martinez office. He and his partner market devices for erectile dysfunction.

Robert White and Joe Testino formed Life Coach Medical last month and are knocking on urologists' doors to market newly released devices that treat male urologic and erectile problems.

"Life Coach Medical deals with sensitive issues, erectile dysfunction, Peyronie's Disease, incontinence," said Mr. Testino, the company president.

Both men were employed in years past by the Osbon family, whose companies were leaders in the field of vacuum therapy to treat erectile dysfunction.

A second generation of Osbons run Augusta Medical Systems in downtown Augusta.

Life Coach Medical recently landed a contract to market and sell a device that treats , a severe curvature of the penis that causes pain and prevents sexual intercourse.

Mr. White, the chief executive officer, encountered the company that developed the treatment during the American Urology Association conference in Los Angeles.

The treatment is based on a device that provides gentle traction over a 12- to 16-week period.

The company making the devices is fsPhysioMed, which is based near Irvine, Calif. It made Life Coach Medical its sole marketer.

"We're going to try to have a sales rep everywhere there's a professional football team, cover the major markets," Mr. White said.

Mr. White said the company likely will have more than a dozen employees by the end of this year. The target is 50 employees three years from now.

"Many gimmicks are offered on the Internet to Peyronie's Disease patients," said Mark Newell, the marketing director for fsPhysioMed. "The extender device is the first of its kind to offer patients the assurance that comes from a professionally monitored clinical trial."

Chicago urologist Dr. Laurence Levine conducted a clinical trial with the device, Mr. White said.

It is not the only deal going inside the new company. Life Coach Medical also has an Atlanta-based pharmaceutical company as a client, Allianz Pharma, which is using the Martinez firm to advance its sales of an injectable erectile dysfunction chemical.

"We wanted to be on the forefront of what was new," explained Mr. Testino.

Mr White said the office will eventually house a customer service call center. There are plans for expansion of warehouse space, Mr. White said.

Life Coach Medical will market a vacuum therapy device internationally, but not in the United States because of a non-compete clause.

Reach Tim Rausch at (706) 823-3352 or timothy.rausch@augustachronicle.com.

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In regards to Joe Testino, I

In regards to Joe Testino, I am concerned when someone positions themselves behind a facade of ethical behavior and conducts themselves otherwise. Joe will quickly acknowledge his past misdeeds and problems with substance abuse and criminal activity and talk about his current involvement in AA and commitment to living a Christian life. However, the way Joe conducts his business affairs is based on how far he can push the envelope and how close he can get to the line without crossing it. His current attempt to use his and others involvement with Osbon Medical Systems to build a business is at best irresponsible and at worst another attempt to use others for personal gain. Joe became a sales rep for OMS prior to my sale of the company at the end of 1995 and I don't remember meeting him at the time--- the company had a little under 200 employees and he would have been managed by the then VP of sales Paul Petersen. In 2003 Joe was hired by Robert White, the Augusta Medical Systems VP of Sales and worked with AMS until 2005. He would not be rehired by AMS. Joe is a very dynamic and charismatic person with a lot of energy. I wish him well in any endeavor he undertakes but I am uncomfortable when he references Osbon Medical Systems as it was perceived while in Augusta. The company was moved out of Augusta in 1997, went into bankruptcy and has been sold three times since then. It has attempted to live off the reputation developed when in Augusta while conducting itself otherwise. Julian Osbon 706-284-3620 julian@osbongroup.com

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