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Rochester Medical Introduces MAGIC.: The Next Generation of Intermittent Catheters

December 18, 2008

STEWARTVILLE, Minn., Dec. 18 /PRNewswire-FirstCall/ — Rochester Medical
Corporation (Nasdaq: ROCM) today announced the introduction of Magic3(TM), its
new line of intermittent urinary catheters. Featuring advanced and proprietary
m3 technology, Magic3 catheters are the first intermittent catheters created
and crafted from a composition of three distinct functional layers. Each of
the three all-silicone laminates is uniquely formulated to independently
address a particular product attribute required for comfortable, easy, and
reliable intermittent catheterization. This means no trade-offs or compromises
for the people that depend on intermittent catheters to help them live a
healthy, active life.

Commenting on the new Magic3 catheter, Rochester Medical’s CEO and
President Anthony J. Conway said, “This is a great new product family. The
design and construction of an intermittent catheter can fundamentally impact
the user’s quality of life. Manufacturers have done their best to address
issues of comfort and convenience, but until the invention of Magic3 choosing
among various products has involved difficult trade-offs.

“Traditional single-layer catheters that are rigid enough for ease of
handling can be painful to use and can damage sensitive urethral tissue. Those
that are softer and less likely to abrade tissue can be difficult to handle.
Also, some catheters are subject to kinks that can impede drainage flow. We
believe no single-layer design has been able to fully address each of these
critical issues.”

Magic3 intermittent catheters leverage Rochester Medical’s patent-pending
m3 technology to deliver the benefits of a three-layer, all-silicone design.
The catheter’s special outer layer of nano-smooth soft silicone provides for
an unparalleled hydrophilic lubricious surface which reduces trauma, and
maximizes patient comfort. The proprietary middle layer of firmer silicone
supports confident handling for quick, simple catheter insertion. The
innermost layer is designed to resist kinking and leverage the intrinsic
hydrophobic (water-repelling) characteristics of silicone to enhance urine
flow through the catheter.

Further demonstrating the Company’s enthusiasm for providing patient
friendly, environmentally sound solutions, Rochester Medical has incorporated
additional important design enhancements. A streamlined, discreet package with
finger holes to assist in opening, along with a new self contained and easy to
open water packet make the new Magic3 more user friendly. Environmental
improvements include a 25% smaller catheter package, a 70 % smaller water
packet, and a box that is 20% more compact.

“The technology and timing of our Magic3 introduction offers a unique
opportunity for the Company and our customers,” commented Jim Carper,
Rochester Medical’s Vice President of Marketing. “Reimbursement changes have
heightened the attention being given to best intermittent catheter practices
for each user. The assessments being made every day by clinicians, patients,
and distributors now include a brand new choice for uncompromised excellence
in catheter performance.”

Kicking-off a comprehensive marketing campaign, Rochester Medical has
begun rolling out the Magic3 intermittent catheter line in the U.S. with
introductions to its distribution partners and targeted clinical call points.
The marketing campaign will encompass clinicians as well as catheter users. It
will include print and web advertising along with participation in national
exhibitions, specialty conferences, and regional consumer events.

Concurrently, the new technology is being introduced by Rochester Medical
Ltd. in the United Kingdom and Europe where a similar comprehensive marketing
campaign is being launched.

For two decades, Rochester Medical Corporation has been developing,
manufacturing and marketing latex-free, disposable medical devices and
catheters for urological and continence care applications. The all-silicone
Magic3 intermittent catheter line is the latest example of the Company’s
commitment to providing innovative solutions to address the needs of patients,
caregivers, and clinicians.

Magic3 intermittent catheters are available in male (16″), female (6″),
and pediatric (10″) lengths and in diameters ranging from 6Fr to 20Fr. The
product line also incorporates all of Rochester Medical’s coating options and
package configurations, including the advanced antibacterial and antibacterial
hydrophilic technologies. Most state Medicaid, Medicare, and private insurance
companies will cover these advanced catheters; local product suppliers can
provide details about specific payor sources. Additional product and ordering
information is available by contacting Rochester Medical at 1-800-243-3315 or
info@rocm.com.

This press release contains forward-looking statements that involve risks
and uncertainties, including the uncertainty of estimated revenues and
profits, as well as the uncertainty of market acceptance of new product
introductions, the uncertainty of gaining new strategic relationships or
locating and capitalizing on strategic opportunities, the uncertainty of
timing of private label sales revenues (particularly international customers),
FDA and other regulatory review and response times, and other risk factors
listed from time to time in the Company’s SEC reports and filings, including,
without limitation, the section entitled “Risk Factors” in the Company’s
Annual Report on Form 10-K for the year ended September 30, 2007.

Rochester Medical Corporation develops, manufactures, and markets
disposable medical catheters and devices for urological and continence care
applications. The Company markets under its own Rochester Medical(R) brand and
under existing private label arrangements.

For further information, please contact Anthony J. Conway, President and
Chief Executive Officer of Rochester Medical Corporation at (507) 533-9600.
More information about Rochester Medical is available on its website at
http://www.rocm.com.

SOURCE Rochester Medical Corporation


Source: newswire



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