Industry Spotlight: Oleg Siniaguine, OSNovative Systems, Inc
OWM: Please provide a short description of your background, training, and experience. As a scientist, I have over 20 years of hands-on experience in the research and development of medical devices, including products for acute, chronic, and combat wound care. My technical expertise is in micro- and nano-technologies and system engineering. As an entrepreneur, I have extensive knowledge of the medical device industry and try to apply an innovative approach to business development and the introduction of new products. I am an inventor of over 100 United States (US) and international patents, many of which have served as a basis for new products, processes, and companies. I hold an MSEE and PhD in Technology. OWM: What drove you to start OSNovative Systems, Inc? I believe that wound care is severely technologically underserved. The fast-growing demand for adequate wound care due to the aging population is not matched by the last century’s level of wound care technology. Mass wound care delivery happens mostly at long-term care or home settings with limited financial and professional resources. A worsening shortage of financial and skilled personnel drives wound care to inevitable crisis. This situation has created a strong need for a new breakthrough in technological solutions, enabling products, and startup companies. The history of the Silicon Valley demonstrates that real breakthrough innovations are created by startups that are highly dynamic and fast in product development and market introduction and are then picked up by large companies. OSNovative Systems, Inc is my second startup company with a focus on advanced wound care. I founded my previous company, PolyRemedy, Inc, about 10 years ago in an effort to target the automation of wound care delivery, mostly for treatment error and cost reduction. OSNovative Systems, started just 3.5 years ago, goes way further with its product to improve healing outcomes radically while drastically simplifying wound treatments and reducing overall care costs. OWM: What makes you the most proud of this company? Most of all I’m proud of the people of our company. It is a great delight for me to work with such a talented and dedicated team of professionals. The company’s people and team’s hard work—that is what makes a great idea a reality and makes for a great company. OWM: What are some of OSNovative Systems, Inc’s biggest accomplishments thus far? The biggest accomplishment is that within a very short time we’ve gone from a clever idea to a real widespread product that became the “it” product in the world of wound care. Our product has now healed tens of thousands of hard-to-heal or non-healing wounds, and it is carried by all major distributors in the US. The product’s popularity and its acceptance by the medical community are growing exponentially. I am also glad we were able to introduce this game-changing product at the right time in view of the fast-approaching health reform. Our self-adaptive products perfectly fit into this rapidly changing environment and might actually be one of the major things to help wound care providers prosper. The reimbursement payment system is being changed from pay-per-service to pay-per-performance. Our product allows wound care providers to drastically raise the operational efficiency of their businesses, which will prevent them from failing to meet tight economic conditions and avoid penalties for poor performance. The product also helps them to significantly improve staff productivity, quality of the treatments, and patient satisfaction so that they can meet the high-rating requirements and be eligible for higher payments. And above else, they can do all this with immediate cost savings right after starting use of our products. OWM: What exactly is your product? Enluxtra “Any Wound” Self-Adaptive dressing has been on the market for about two years. The dressing is Food and Drug Administration cleared, and carried by all major distributors in the US. The idea of our product is simple—a “smart” dressing automatically self-adjusts its functions to fit any wound in any healing stage, from the time it is a highly draining infected wound until it is completely closed, being dynamically driven by the feedback from the ever-changing wound. It assures a continuous optimal-healing micro-environment; supports fast autolytic debridement, granulation, and re-epithelialization; and technically speaking automatically “steers” the wound toward healing. Our products are based on our proprietary Functional Self-Adaptive Technology and are used in the treatment of chronic wounds, diabetic ulcers, leg ulcers, pressure ulcers, other complicated wounds; acute wounds, surgical wounds, trauma wounds, burns (including thermal, chemical, and radiation), donor and graft sites, skin tears, lacerations, and other types of wounds. OWM: Is it a new therapy or technology breakthrough? I would say that it is a breakthrough technological solution that bridges the gap between proven scientific principles of wound healing and simple and cost-efficient practical implementation. Everybody knows that a wound is healed by a human body. The role of any ointment or dressing or therapy is to mitigate or eliminate various physical, chemical, and biologic factors that may impede healing. A clinician may list more than 20 such impeding factors that have to be addressed all at the same time within the wound. The technological deficiency of current wound care products is that each product addresses only from 1 to 5 impeding factors, so the other impeding factors slow down or stall or even reverse wound healing to wound deterioration. The deficiencies of the current technology seriously limit the ability of the clinicians to treat wounds efficiently. These deficiencies result also in an overwhelming number of single-function products that complicate treatment algorithms due to the need of switching from one product to another while draining resources and driving up care costs. Unlike the current technologies, Self-Adaptive Technology is capable of dealing with almost all healing-impeding factors at the same time in the given wound (except of course underlying conditions, nutrition, and off-loading). And it does this in a dynamic manner automatically following continuous wound changes during the dressing wear time. Consequently, a clinician needs only one type of “smart” functionally self-adaptive dressing in the inventory to treat any wound. Imagine the simplification of wound-dressing protocol and inventory cost reduction. And, most importantly, our product enables the elimination of non-healing wounds that had been proven in practice on thousands of patients. OWM: What is the biggest challenge you face working in the realm of wound care? Stereotypes. Clinicians are bombarded by multiple manufacturer reps trying to sell all kinds of old or repackaged “new revolutionary” products. That obviously creates perceptional repelling, as most of the “revolutionary” products demonstrate the same frustrating results as old products. We understood this perceptional challenge from the very beginning, particularly that what we said about our product might seem “too good to be true.” However, the more I work with clinicians the more I admire them. In spite of being overloaded and overfed with sales reps, most clinicians do really care about their patients and healing outcomes, have pride in their work results, and are continuously looking for better treatment technologies. Being naturally skeptical at the beginning, clinicians are generally open-minded to innovations; they listen and look at the performance data and test our product. Seeing is believing. Observing fast notable improvement of a non-healing wound after only one or two self-adaptive dressing changes triggers the interest for further testing and eventually trust in the product. OWM: In what direction would you say is the industry moving? The industry is facing a lot of challenges in meeting a fast-growing patient population and demand for efficient wound care. Higher spending or a workforce increase is not an option. The only options are innovations and the introduction of breakthrough disruptive technologies that radically improve treatment outcomes and personnel productivity for way lower costs. Additional information about our technology and clinical experience is available on our product website, www.AnyWound.com. I would recommend also looking at our Facebook page, www.facebook.com/osnovation, for customer and patient testimonies, and some fun. And yes, we are growing fast, but the market is huge. We would like to welcome any interested parties for potential cooperation.