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Saladax Biomedical, Inc. Announces European Commercialization Team
Date:5/2/2011

BETHLEHEM, Pa., OBERWIL, Switzerland and MUNICH, May 2, 2011 /PRNewswire/ -- Saladax Biomedical, Inc., a privately held company developing and commercializing novel diagnostic assays to achieve the promise of personalized medicine for new and existing therapeutics, announced today the formation of its European commercialization team to expand its European presence.

Reporting to Adrienne Choma, Esq., Saladax VP, Marketing and Sales, members of Saladax's European commercialization team include:

  • Ursula Sonnenschein, Ph.D. (Sonnenscheinbiotec GmbH) -- Dr. Sonnenschein is founder of Sonnenscheinbiotec GmbH in Switzerland, a company offering consulting and market development services for in-vitro diagnostics.  She will lead Saladax's efforts in German-speaking markets by leveraging her extensive experience to oversee sales of My5-FU®.  Dr. Sonnenschein was formerly international marketing and sales manager at Buhlmann Laboratories AG, a Swiss diagnostic company.  Prior to Buhlmann, as director of operations at Pharmacia Diagnostics, she was responsible for production and quality control of the company's autoimmunity division.  Before Pharmacia, she managed the assay development department for Elias GmbH&CoKG, a company focusing on the diagnosis of autoimmune diseases.

  • Paul Kenny (KKPD GbR) -- Mr. Kenny, who has significant knowledge of clinical biochemistry and the clinical laboratory environment, will be involved in Saladax's European sales and scientific support.  As founder and managing partner at KKPD GbR, Mr. Kenny works with multiple diagnostic companies to develop and expand their European presence by aiding in all aspects of the business, including market research, regulatory compliance, specification development, sales and support.  Previously, Mr. Kenny was global product manager at Olympus Life and Material Sciences Europe GmbH, where he helped launch the AU3000i immunoassay system, a highly advanced, automated in vitro diagnostic system.  Mr. Kenny led a global launch team, providing clinical, scientific and market input for the project, and developed documentation and promotional materials.  Mr. Kenny started his career as manager of a clinical biochemistry laboratory in the UK before moving into the IVD industry and has held numerous positions within multiple diagnostic companies throughout Europe.

  • Janine Dias (KKPD GbR) -- Ms. Dias will be responsible for technical and scientific support for Saladax's European customers and will facilitate clinical studies and performance evaluations of Saladax's products in Europe.  As managing partner of KKPD GbR, Ms. Dias supports KKPD's clients with execution of European market entry strategy, including technical and scientific marketing and sales activities, planning and execution of product evaluations and generation of scientific and sales-oriented product documentation.  Before KKPD, Ms. Dias was product manager and member of Olympus Life Science Research Europa GmbH's Global Product Marketing group where she was responsible for global marketing activities for the AU3000i immunoassay system.

"Given their extensive industry experience, we are confident the European commercialization team we've assembled will successfully lead our growing marketing efforts in Europe," said Edward L. Erickson, president and CEO of Saladax.  "Dr. Sonnenschein, Mr. Kenny and Ms. Dias have proven track records that will allow Saladax to broaden its sales and marketing efforts of My5FU®, the first of the company's innovative dose management assays commercially available."

About Saladax Biomedical, Inc.

Saladax Biomedical develops and commercializes novel diagnostic assays to achieve the promise of personalized medicine through dose management and companion diagnostic products for existing and new therapeutics.  Founded in 2004 and based in Bethlehem, PA, the Company's dose management technology enables physicians to optimize the dose of drugs to meet individual patient needs, thus leading to improved response and quality of life.  The Company's portfolio of 15 MyCare™ dose management assays is comprised of proprietary, automated and cost-effective in vitro diagnostic tests in various stages of development, with a principal focus in oncology.  The first MyCare assay available is for one of the most common anticancer drugs, 5-fluorouracil (5-FU).  This assay is available in the United States from Myriad Genetics under the trade name OnDose®, sold by Saladax in Europe with CE Mark clearance as My5-FU® and will be distributed in Japan exclusively by FALCO biosystems.  Saladax also works with pharmaceutical companies to develop companion diagnostics to provide important clinical information to assist in the development and administration of new and existing compounds.  

Saladax Biomedical, Inc.
Adrienne Choma, Esq.
VP Marketing & Sales
achoma@saladax.com

Media Contact:
Tiberend Strategic Advisors, Inc.
212-827-0020
Andrew Mielach
amielach@tiberend.com


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