Five Questions With: Manny Avila

 / PBN PHOTO/MICHAEL SALERNO
/ PBN PHOTO/MICHAEL SALERNO

1 Why are you the right person to lead IlluminOss Medical?

I fully believe in the merit of what IlluminOss has developed and the ability to transform the orthopedic fracture market. I share the team’s vision to both continue to grow internationally and to move forward with FDA approval domestically. I’m passionate about what the company is doing, which is essential for a good leader. In particular, I was brought on because I have two decades of proven success in medical-device sales, operations and business management.

2 What’s your vision for the company’s future?

The orthopedic fracture-repair market has seen very little innovation. Now, the IlluminOss System offers an entirely new and revolutionary approach that is much less invasive; results in rapid bone stabilization; and has been observed to provide benefits that include shorter procedure times, smaller incisions and a faster return to daily activities for the patient. My vision is for this to eventually be adopted as the new standard technique for orthopedic surgery.

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3 Why has the IlluminOss System been more popular in Europe?

We rolled out the IlluminOss System in Europe first and have been commercially available there since 2010. This year we began our first U.S. trial toward FDA approval, which in total includes approximately 15 sites where patients will be treated with our technology … as well as a number of academic and community hospitals in less-populated areas.

4 What’s your growth plan?

We’re pursuing continued growth in international markets, as well as focusing on getting approval to bring our product to market in the U.S., which will be very significant for us. We expect patient enrollment of the U.S. clinical trial to be completed in the first half of 2016. After the completion of the trial enrollment, data acquisition and analysis, a submission to the FDA will immediately follow.

5 How big would you like Illumin-Oss to become, and will your East Providence facilities be able to sustain future growth?

I believe IlluminOss has what it takes to improve the way orthopedic surgery is approached around the world. The market we are addressing is a $5 billion revenue opportunity, but we fully understand that getting the market to adopt a new approach is going to take time and be a gradual process requiring market education. •

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