Given Imaging Forms Alliance with Ethicon Endo-Surgery

Originally Published MX July/August 2004

BUSINESS NEWS

In May, Given Imaging Ltd. (Yoqneam, Israel) announced that it had entered into a marketing and sales alliance with Ethicon Endo-Surgery (Cincinnati), a Johnson & Johnson company. Under the terms of the agreement, InScope, a business unit of Ethicon Endo-Surgery, will gain exclusive rights to market Given's new M2A esophageal camera-in-a-capsule following FDA approval of the device, which is expected before year's end.

According to a prepared statement, InScope will be responsible for sales, marketing, and promotion as well as "efforts to establish reimbursement policies for the M2A esophageal capsule." Given Imaging will remain in control of product design, manufacturing, supply- chain management, technical support, and service. The companies will collaborate to expand the base of the Given diagnostic system for the esophageal capsule, the widely publicized M2A small-bowel capsule, and future camera-in-a-capsule products developed by Given Imaging.

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