Ohh-Med UK operations will be based in London and will run a call centre for customer sales and support of the erectile dysfunction device Vertica. Credit: New Africa/shutterstock

Israeli medtech startup Ohh-Med Medical is breaking into the UK market with the launch of Ohh-Med UK – a fully owned subsidiary.

The branch of operations will be based in London and will run a call centre for customer sales and support of Vertica, a medical device to treat long term erectile dysfunction (ED).

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The device to treat ED is the company’s lead product, a non-invasive at home treatment for ED that uses radiofrequency technology to rejuvenate the natural erectile mechanism by improving collagen quality in the penile erectile tissues.

Discussing the Ohh-Med expansion, Ohh-Med CEO Daniel Lischinsky said: “Our experience in Israel selling thousands of medical devices through our sophisticated call centre and online shop has convinced me that we can copy this success in the United Kingdom, which is a huge market for Vertica.”

The device has been on sale since 2022 and in December it received the European Medical Devices Regulation (CE-MDR) approval allowing them to market throughout the EU.

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Lischinsky added: “The results of our first clinical study, showing more than 85% success rate, have recently been published in a leading scientific journal, the IJIR – International Journal of Impotence Research, a member of the Nature group of publications. Now we have the scientific proof to support what our customers have been saying.”

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Solutions for ED are becoming more popular and available to the public. In June 2023 Futura Medical’s over-the-counter (OTC) Eroxon gel for ED received US Food and Drug Administration (FDA) approval.