PENTAX Medical and SMART Medical Systems Announce Strategic Pan-European Alliance That Will Change the Standard of Care in

  PENTAX Medical and SMART Medical Systems Announce Strategic Pan-European
  Alliance That Will Change the Standard of Care in Colonoscopy

SMART’s G-EYE™ endoscope, which will increase the detection of cancerous
polyps in colonoscopy, is now commercially available through PENTAX Medical in

Business Wire

RA'ANANA, Israel & HAMBURG, Germany -- November 27, 2013

SMART Medical Systems Ltd., a developer and manufacturer of innovative
endoscopy products, and PENTAX Medical, an industry leader in endoscopic
imaging, announced a strategic pan-European alliance, under which PENTAX
Medical will commercialize SMART’s novel G-EYE™ endoscope in Europe, the
Middle-East and Africa (EMEA). The G-EYE™ endoscope is a high quality HD+
PENTAX Medical colonoscope onto which SMART’s G-EYE™ balloon is permanently
integrated. The Controlled Withdrawal™ of the G-EYE™ endoscope with the
balloon moderately inflated centralizes the image in the colon lumen and
flattens colon folds, thereby providing enhanced visualization of the colon
and enabling an increase in polyp detection.

The G-EYE(TM) endoscope (Photo: Business Wire)

The G-EYE(TM) endoscope (Photo: Business Wire)

Colorectal cancer, which evolves from pre-cancerous polyps (adenomas) that
develop in the inner layer of the colon, is known as one of the most
life-threatening cancer types. Colonoscopy is considered to be the gold
standard of care for detecting polyps and preventing colorectal cancer.
However, results from a tandem-study in various centers in EMEA indicate that
significant number of polyps and adenomas (20-30%) are missed during routine
colonoscopy. Due to its enhanced detection and reduced miss-rate, colonoscopy
with the G-EYE™ is substantially more efficient in detecting polyps and
adenomas than conventional colonoscopy, according to Prof. Neumann (University
of Erlangen-Nurumberg, Germany). Beyond detection enhancement, the G-EYE™
balloon is used for endoscope stabilization during the endoscopic treatment,
thereby allowing easier and faster polyp removal.

The G-EYE™ endoscope distributed by PENTAX Medical is based on PENTAX
Medical’s full HD+ colonoscopes, combining the G-EYE™ technology with
state-of-the-art image quality.

“Our alliance with PENTAX Medical provides us with a great opportunity to
serve the European medical community, enabling better treatment for patients
and enhancing physicians' capabilities during the colonoscopy procedure,” said
Gadi Terliuc, SMART's CEO. “The G-EYE™ colonoscope provides optimal
visualization and exceptional detection capabilities. Clinical studies show
additional adenoma detection yield of over 80%, almost doubled in comparison
to standard colonoscopy.

"The agreement with SMART adds unique endoscopic technology to our product
portfolio, and is aligned with our mission to provide high quality
patient-care,” said Dr. Ismaël Nujurally, President EMEA of PENTAX Medical.
"The combination of SMART's balloon-based endoscopy with our state-of-the-art
imaging allows us to provide the market with a solution for the most advanced

“The partnership with SMART further broadens our colonoscopy portfolio”, said
Ganesh Ramaswamy, Global President of PENTAX Medical. “We will continue to
execute on our commitments to deliver world-class products and services that
yield tremendous clinical value propositions and economic value additions for
our customers and patients.”

PENTAX Medical and SMART indicated their planned cooperation at the United
European Gastroenterology Week (UEGW), recently held in Berlin, Germany.

About SMART Medical Systems

SMART Medical Systems is a pioneer in the development and manufacture of
innovative medical devices in the field of gastro-intestinal (GI) endoscopy.
Its proprietary technology enhances the performance and capabilities of
existing endoscopy equipment, in an intuitive and cost-effective manner.
SMART's CE Marked and FDA cleared NaviAid™ product family is commercially
distributed in key global markets. Its G-EYE™ product (CE Marked, pending FDA
clearance) is presently under commercialization in selected regions. SMART is
headquartered in Israel, and operates in the United States through its
wholly-owned subsidiary, SMART GI Inc., and in Greater China through its Hong
Kong subsidiary, Medico HK Limited. For more information, please visit:

About PENTAX Medical

PENTAX Medical is a division of Hoya Group. Its mission is to improve the
standard of patient care and quality of healthcare delivery by providing the
best endoscopic products and services with a focus on QUALITY, CLINICALLY
RELEVANT INNOVATION, and SIMPLICITY. Through leading edge R&D and
manufacturing, PENTAX Medical provides endoscopic imaging devices and
solutions to the global medical community. Headquartered in Japan, PENTAX
Medical has a worldwide focus and presence with R&D, regional sales, service,
and in-country facilities around the globe. For more information, please

Photos/Multimedia Gallery Available:



Kanaan Public Relations for SMART Medical
David Kanaan, +972-54-4255307
PENTAX Europe GmbH
Katharina Meitzler, +49-40-56192-0
Project Manager Marketing Communications
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