William Demant Holding has introduced Oticon Medical, a new business that focuses on the development and marketing of bone-anchored hearing solutions. Bone-anchored hearing solutions benefit people with hearing losses that cannot be treated with traditional hearing aids including hearing loss due to malfunctioning of the ear canal or middle ear (conductive or mixed hearing loss) and single-sided deafness. The establishment of Oticon Medical is the culmination of years of work by Oticon's development organization to produce a comprehensive program consisting of sound processors, implants, fitting software, patient accessories and special tools for surgeons. 
Jes Olsen, General Manager of Oticon Medical
"Our dedicated focus on development implies that on a continuous basis we allocate considerable resources to the development of entirely new business areas, as clearly illustrated by the establishment of Oticon Medical. The market for bone-anchored hearing solutions is a high-growth market with considerable unexploited growth potential, but also a market in which only few manufacturers have the technical skill to act. In addition, due to the low market penetration thus far we look at this project as a long-term initiative and we look forward to being instrumental in growing the market to its full potential," says Niels Jacobsen, President & CEO of William Demant Holding.
The global market for bone-anchored implant systems is estimated at USD $60 - $70 million and has historically grown by more than 20 percent annually.
Bone-Anchored Hearing Systems
Approved by the FDA for conductive and mixed hearing loss in1996 and for single-sided deafness in 2002, bone-anchored implant systems feature an external sound processor held in place by an external abutment attached to a titanium screw that is surgically implanted behind the ear. The bone carries vibrations that bypass the external and middle ear and travel directly to the inner ear. An important component of the bone-anchored implant is the sound processor which handles the actual sound processing.
Oticon Medical's bone-anchored hearing solutions will feature sound processors based on Oticon's proprietary RISE platform, the most advanced technological platform available. The company will emphasize products, software and tools that deliver outstanding flexibility, safety and patient outcomes to physicians and a higher rate of successful fittings to audiologists.
Worldwide Demand
Until now, the market for bone-anchored hearing solutions has consisted of a few key markets including the USA, Scandinavia, the United Kingdom and the Netherlands where reimbursements are available for these treatment options. Oticon Medical's entry into the market is expected to continue to expand penetration of the existing markets and build new markets to increase patient access to the new technology.
"With a maturing therapy and increased acceptance of osseointegration, the time is right for a company with the dedicated focus and resources needed to better serve patients who cannot benefit from traditional hearing solutions," explains Jes Olsen, General Manager of Oticon Medical. "Our goal is to introduce breakthrough concepts to meet this growing patient demand."
As head of the new venture, Olsen, an Oticon A/S employee since 1986 and most recently Vice President of Research and Development, will drawn upon his strong audiological profile, his substantial development experience within all competence areas and his considerable business experience in the hearing aid industry.
Strategic Diversification/Patient-Centered Focus
Oticon Medical will take full advantage of the diverse expertise of Oticon Medical staff and of a range of valuable resources within the William Demant Group including Oticon's 100-plus years of experience in audiology and sound processing and established manufacturing and logistics infrastructure. The strategic diversification of competencies and resources will enable the company to maximize its potential to develop innovative, breakthrough products. .
"Our focus is patient-centered," explains Olsen. "We aim to provide the advanced technology solutions and the quality service, support and training hearing care providers require to optimize successful outcomes for patients with conductive and mixed hearing loss and one-sided deafness."
Since bone-anchored implant systems require patients to undergo a surgical procedure, Oticon Medical will work closely with leading otolaryngologists, neuro otologists and clinics throughout the world specializing in these types of surgical procedures.
Oticon Medical plans to introduce the company's first products in the fall, 2009.
For more information about Oticon, visit https://www.oticonusa.com or the Oticon web channel on Audiology Online.
Introducing Oticon Medical - New Business to Advance Bone-Anchored Implant Solutions
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