Paxman Scalp Cooling in the LATAC region – a case study
Paxman’s medical device has strong clinical support and is used by patients around the world to minimise the side effect of chemotherapy-induced hair loss. This side effect is widely recognised as one of the most traumatic associated with cancer treatment. As cancer affects people in all countries, the market for scalp cooling is truly global and currently Paxman has customers in Europe, North-, Central- and South America, Asia, Oceania and Africa.
Paxman began its journey to supply Brazil in 2009 at medical sector show Medica in Dusseldorf when an introduction was made through its life sciences international trade adviser to EPTCA, the firm’s current distribution partner in Brazil. Supported by Medilink and the Department for International Trade (formerly UK Trade & Investment, UKTI) Paxman joined a UK delegation to Brazil in 2010, showcasing its pioneering scalp cooling device at Hospitalar, the largest medical exhibition in Latin America.
Whilst the lengthy regulatory process, coupled with the high import taxation, were a particular challenge for an SME, ANVISA approval was gained in 2014. Paxman operate in this market via capital equipment sales to public/private hospitals via their trusted distribution partner. Collaborating with charitable foundations to assist public healthcare facilities with funding of equipment has been a key strategy in improving patient access to this important treatment in Brazil.
In Mexico, market approval (COFEPRIS) was received in 2018 and Paxman technology is supplied to hospitals under a licence agreement. Paxman operate a similar business model to that used in the United States, whereby equipment is installed at healthcare facilities following a signed delivery- and rental agreement, with income generated from each scalp cooling treatment.
Attendance at global, sector-specific events, Meet the Buyer and Trade Missions were a key part of Paxman’s export strategy from the beginning, as well as drawing upon the support of regional experts and mentors within the sector. Working alongside trusted partners in-market has been fundamental to Paxman’s success, not only in the LATAC region but also the rest of the world, leveraging their local insight and maximising opportunities.
“Our team has a particular expertise in establishing a presence in export healthcare markets and overcoming regulatory barriers for marketing approval of medical devices in diverse international markets. Additionally, Paxman’s continual investment in the R&D pipeline and establishing multi-centre international clinical trials is also key to the company’s achievements to date and continued future success.” Richard Paxman OBE, CEO.