Facing off for success

A chance meeting between an innovative doctor and a business developer in Feilding has led to the creation of a business which could change the face of reconstructive surgery.

Their business, Engineering Assisted Surgery (EAS), is one of 10 finalists in New Zealand Trade and Industry's Focus on Health Innovation Challenge.

The challenge began in April and runs for 12 months, offering the opportunity for health-related businesses to fast track their entry into the United States health market.

It also offers the chance to win a share of more than $800,000 of prizes, access to mentoring, local and international partnership opportunities, and a network of useful contacts.

Ninian Pickett, an English surgeon and maxillofacial oral surgeon, who recently moved from Britain to Feilding, has been developing the EAS technology for 15 years.

Tony Chapman is the company's managing director and it was his chance meeting with Dr Pickett which led to the creation of their business association.

Mr Chapman has extensive experience in business development.

"I was introduced to Dr Pickett through a third party," said Mr Chapman.

"I heard he had moved to New Zealand to commercialise his technology.

"After viewing a video of some of his work, I thought to myself, `this is a miracle.'

"I immediately saw the global potential and was keen to develop a business relationship."

The video shows a young woman who had a facial reconstruction.

The images show her after unsuccessful surgery in which a relocated bone was used to reconstruct her face, and then six weeks after having her face reconstructed using EAS technology.

The difference is incomparable, Mr Chapman said.

Engineering Assisted Surgery is an implant solution which manufactures titanium implants for damaged, diseased or missing bone.

The system converts MRI/CAT scans from patients requiring orthopaedic, maxillofacial or oral implant surgery, to CAD software which then instructs an electron beam melting (EBM) machine to create customised implants.

"This is quite disruptive technology," Mr Chapman said.

"It replaces everything already being done.

"It is non-invasive and requires far less surgical hours, and intensive care follow up. It replaces 60 years of surgical practice," he said.

"We have already received fantastic support from an adviser in the Ministry of Health.

"Dr Pickett is amazed that within a couple of months we have had direct talks with health-related politicians."

The implants can be produced at 50 per cent of the current cost; require up to 70 per cent less surgery time; less intensive care time; lower hospital bed occupancy and patient trauma.

Mr Chapman said the US transplant market is estimated at some US$17 billion per annum.

He said the company is planning to import an EBM machine at a cost of NZ$1.6m.

The Swedish machine will be the only one in the Southern Hemisphere.

"We entered the challenge as it exposes us to the amazing opportunity of receiving critical assessment and mentoring by international medical experts," said Mr Chapman.

As a finalist, EAS now receives professional services, mentoring, and business development support for six months.

All finalists will participate in a US roadshow where they will be introduced to potential buyers, investors and partners. Following the roadshow, the judges will select a winner.

"EAS is another example of how businesses with an international market can be managed and developed in Feilding," said Mr Chapman. "You don't have to be in a big city or country to showcase yourself to the world."

Dr Pickett is currently out of the country.