Today I've undertaken a quick deep-dive (if there is such a thing) into Friday's announcement from $PNV on the application of Novosorb BTM in the treatment of diabetic food wounds (DFW).
ASX Announcement
This is a readout of a quick, initial scan to understand how excited I should be about findings.
TLDR: there is something here to consider, but I'm not in a rush to act.
I've investigated the following questions.
- How significant is the clinical result?
- How large is the market opportunity (starting with the US)?
- What other treatments are already serving this market?
- How might $PNV access the opportunity in the US?
- What's my overall view / implications for value?
1. How significant is the clinical result?
The acceleration in the time for the wound to heal is very significant: 191 days for BTM vs. 319 days for the SoC.
The ultimate improvement in outcomes is not statistically significant: 12 month healing rate of 66.7%for BTM+SoC vs. 56.5% for SoC but only with a p=0.48. Which means the results are barely distinguishable. i.e., a failed endpoint, were this a registration trial.
There was no significant difference observed in 12-month amputation rates.
So this looks promising, but it is important to understand that while the SoC is negative pressure wound therapy (NPWT) only, clinical practice in the US is already using a large number of alternative dermal substitutes with NPWT. So while the trial looks promising against the SoC, the industry has already largely moved beyond the SoC.
And here's the problem: I can find little if any evidence of clinical trials for these wounds pitting SoC alone against SoC + ny other dermal substitutes.
If fact, the whole field of how the various treatments have achieved their registrations and reimbursement codes is somewhat of a mystery to me and require further investigation. But that's for another day.
2. How large is the market opportunity (starting with the US)?
The overall DFW market is huge, and the segment of interest being post-surgical diabetes related neuropathic/neuroischimc wounds is anywhere from US$1.0 - US$2,5bn per year.
Importantly, the proportion of this market attributable to dermal substitutes appears to be in the order of US$0.3bn to $1.0bn p.a. (Sorry for the wide range, but the calculation combines varied factors, ranges and estimates)
3. What treatments are already serving this market?
In short, a lot. And more than I was expecting when I started the research.
I have (with support from my trusty BA) identifed no fewer than 23 existing dermal substitutes with relevant reimbursement codes, using a wide range of technologies including Novosorb BTM.
What? Novosorb BTM is already on the list? The answer is yes. And the reason is that many of the products appear to be being used in DFW using a more general registration code, and not exclusively a DFW code (or codes, as there are several procedures). That explains why Novosorb BTM is already being used, as it is being used under its more general registration for complex wounds.
How can this be, Well, some of the Novosorb super-users are general surgeons or trauma specialists, and they do sometimes treat DFW. So it is natural that they would give it a go. This is also consistent with the legion stories we've heard from David and recently departed Swami about "surgeon-led innovation".
The point is, it currently depends on surgeon initiative. $PNV reps. can't go in and say "Use this", "here's the evidence", "here's the reimbursement code", "order here". The trial is a step to changing that.
4. How might $PNV access the opportunity in the US?
It seems that much or even most of the DFW treatment is performed in the US by specialist Podiatric Surgeons. (DW has spoken about this repeatedly over the years).
The bad news for $PNV is that I think the burns, trauma and general surgeons in the locations which are BTM super-users perform a relatively small proportion of DFW treatment. Indeed, a large amount of the care is in outpatient settings. (Again DW has spoken about this before.)
I imagine (I don't know) that this means there will be only a limited overlap with the existing relationships and accounts for the salesforce. Resources will have to be reallocated or added, and new relationships built.
But importantly, many of these HCPs will have their existing preferred treatment methods, and will rely both on clinical evidence and economics to switch.
Now DW's most recent messaging on the costs of treatment starts to make sense. BTM is a relatively cheap product compared with many dermal substitutes, and has extremely high gross margins.
Therefore, I think if they can get the clinical evidence lined up, they could mount an assault on this market. But it will take condierable effort and time.
5. What's my overall view / implications for value?
I don't think attacking the DFW market in the US is going to be a quick process for $PNV.
By the looks of it, while the time-to-heal measure is good comapred with SoC, we don't know how it compares with other dermal substitutes. So it is not clear to me how $PNV can persuade a rusted-on podiatric surgeon to switch from their current practice.
The sales force will have to be augmented or retooled to go after this segment. That won't be quick.
The space already appears to be crowded with a vast array of choices for surgeons.
If you pushed me, I'd say that over 5-7 years, they might claw their way to a 10% market share in this segment, which could be anywhere from $US30 to US$100m incremental sales, as a BULL CASE.
That compares with FY25 US BTM sales of around US$57m sales, so it is a material opportunity and it has the potential to extend the growth runway in the US market.
Final Comments
These are very rough, back of fag packet calculations. For example, if existing practices are locked in, accessing practitioners is difficult, and the clinical data is judged not to be compelling or significantly differentiated to what the surgeons think they are already achieving, then maybe $PNV fights to get 5% or goes harder on price to get a bigger share. In that case it might not amount to very much ... maybe $US15m to US$50m p.a. incremental revenue in 5-7 years.
Alternatively, if the clinical data is built on over time and is strong, and it plays into a weak comparison set, and if US opinion leaders embrace the treatment, and if $PNV executes an effective sales strategy (perhaps partnering with a leading distributor in the podiatric market), them maybe they can get a bigger share, faster, pushing closer to US$100m p.a. in 5-7 years.
But there are a lot of "ifs" to get to that number.
It is impossible for me to be more definitive from this quick look. But I think I have sketched some bookends to think about. For sure, this looks interesting and seems to be an opportunity that DW and his team will be applying themselves to.
But I think there are a lot of both clincal and execution questions, so based on what I've learned, I'm not getting overly excited about it, just yet. It is clear that this is a competitive market with many treatment alternatives. Many more than I realised at the start of today.
Keen on the views of others who follow this sector.
Disc: Not held (yet)