Accessory for Newborns -- the Koala Clamp & Cutter by Maternus and Design Edge.

Business Editors & Health/Medical Writers

AUSTIN, Texas--(BW HealthWire)--June 14, 2001

Newborns are about to get a much better addition to their birthday suit, thanks to the combined efforts of Maternus, family physician Richard Watson, M.D. and Austin-based Design Edge.

The Koala(tm) Clamp & Cutter, (http://www.koalaclamp.com) an all-in-one umbilical cord clamping and cutting system, allows the physician to use one hand to clamp and cut the umbilical cord in one motion. The newborn is left with only the Koala(tm) Clamp (the baby-side clamp), with its cute colorful koala face instead of the clothespin-like clamp now commonly used. Designed with the help of Design Edge, the Koala(tm) Clamp & Cutter allows Maternus to pursue two audiences for marketing its innovative new device -- the health care professionals looking for a more efficient and safe way to cut umbilical cords, and mothers looking for a wonderful emotive complement to their baby books.

Dr. Watson and the team at Maternus had three goals for their umbilical clamp and cutter system: it needed to protect the user from blood spray; it had to be a more efficient tool than the existing combination of clamps and scissors; and it needed an improved aesthetic component. "We had a very solid idea," said Dr. Watson, who designed the initial device and patented it some years ago with the help of his brother. "That's just a start. What we needed was a design firm that would get this device to a marketable stage."

Ron Hicks, chief operating officer for Maternus, brought in the award winning product design firm Design Edge for the mechanical engineering and industrial design work, largely because of its integrated approach to product design. "Design Edge isn't known specifically as a medical device design firm; we saw that as a strength," said Hicks. "They didn't come to the table with preconceived notions of what a medical device should look like. They could take this idea and enhance it from every angle, adding the design flair that they bring to every product they work with."

Carrie Bader, Design Edge's project leader for the Koala(tm) Clamp & Cutter, tackled three distinct mechanical design issues: the device had to cut different umbilical cord sizes; it had to cut effectively every time; and, because of the all-in-one clamp/cutter design, the clamp had to separate easily from the overall device. During the process, the industrial designer on the team, Phil Leung, solved the aesthetic side of the equation. In the early concept sketching stage he noted that the preferred design direction of the clamp looked a little like a face -- a distinctly bear-like face. Eventually the face evolved through function and intention to look like a koala bear and became the signature component of the Koala(tm) Clamp that goes home with the newborn child. The resulting design delivered what Maternus had hoped for, an attractive alternative to the existing Hollister clamp with an endearing visual brand identity.

"The device absolutely had to work on two levels. It had to be a very real improvement both in terms of safety and ease of operation for the doctor and the nurse. But it needed to be mom friendly," notes Watson. "That's what Design Edge delivered." The Koala(tm) Clamp will be marketed to expecting moms in the months to come to create a customer pull.

"Adding an emotional component to medical devices is considered pretty leading edge," acknowledges Hicks. "It's exactly why we hired Design Edge - to push the envelope of our expectations and to exceed them."

About Design Edge

Design Edge is a professional design firm that provides innovative solutions for unique business problems. Design Edge works with businesses to help them achieve vital strategic goals through captivating brand identity development, and winning product design. With over 40 professionals on their staff, Design Edge applies their refined understanding of marketplace trends with their distinctive integration of expertise in industrial design, graphic design, new media design and mechanical engineering to build successful brands and products for international markets.

Founded in 1986, Design Edge is based in Austin, Texas. Design Edge clients include: Advanced Micro Devices, Dell Computer, Motorola, 3M, Compaq, 3Com, IBM, Symbol Technologies, Qualcomm, Apple Computer, Siemens, Brother and Texas Instruments. For more information see the Design Edge Web site at www.designedge.com.

About Maternus

Maternus Partners Ltd., is a medical device company that specializes in developing obstetrics and gynecological instruments. Its mission, "Innovation in Obstetrics" is a standard the Maternus team believes is missing in healthcare today. The Koala(tm) Clamp & Cutter, is the first of many obstetrics devices that will improve delivery procedures for physicians, nurses, mothers and newborns.

http://www.maternusmedical.com/ P.O. Box 782089 San Antonio, Texas 78278 Toll Free 866/GO-KOALA 210/479-4000 (fax)