Devices can help urologic trouble

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.

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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