Wellington, New Zealand (PRWEB) September 10, 2012
Matakina International, pioneers of the breakthrough Volpara breast density assessment software, today announced the appointment of medical imaging industry heavyweights Laurence Veron and Don Alvarez to lead European and Asian sales efforts. Veron has been appointed Vice President of Sales for Europe, Middle East and Africa and Alvarez joins as General Manager for Asia.
“Based on growing global interest in the objective measurement of breast density, we are very pleased to expand the Matakina management team with two senior medical imaging executives with extensive international sales and operational experience,” said Ralph Highnam, CEO of Matakina International. “We strongly believe we can help clinicians the world over reduce the breast cancer death rate through increased understanding of breast density, and Laurence Veron and Don Alvarez bring the expertise and passion to support our commitment to spread the benefits of knowledge to women throughout the world.”
Recently chosen to assess breast density in the ground-breaking DENSE trial across the Dutch Breast Screening Program, Volpara is in multiple clinical trials across Europe with both private breast imaging centres and national screening programs. Veron joins as VP Sales for Europe, Middle East and Africa with a remit to ensure that women across the region get access to our potentially lifesaving technology. Veron has more than 20 years medical device experience starting with Kodak Health before settling into the breast imaging world with R2 Technology and iCAD, selling computer-aided detection software into the European breast imaging marketplace for both companies.
“The rise in interest in breast density over the last year in Europe has been phenomenal, and this is a very exciting time to be working in breast screening with the real prospect of starting to catch many more cancers earlier,” said Veron.
In Asia, rising breast cancer incidence is causing widespread interest in understanding how breast density is changing and how it fits into a screening workflow that often involves ultrasound. Volpara is currently in use in Malaysia, South Korea and New Zealand. Alvarez has been appointed General Manager for Asia to spearhead Volpara’s adoption into the rest of Asia and the Pacific. Prior to joining Matakina, Alvarez worked for many years with Siemens Healthcare and has spent the last few years helping companies bring technology into Asia while also exporting technology from Asia to the wider world.
“There is huge concern in Asia at the rise of breast cancer and Volpara offers women throughout the region the opportunity to start to understand their own risk and how best they might be screened for this disease,” said Alvarez.
Cleared by the FDA, HealthCanada, the TGA and CE-marked, Volpara is in use at sites across the globe helping radiologists assess breast density more objectively and helping them better consider who might benefit from additional screening. Volpara is a reliable tool which automatically generates objective, automatic measurement of volumetric breast density values under the Volpara Density Grade (VDG®) – a refined grading system which correlates with the American College of Radiology BIRADS Density Grading Classifications. Volpara is FDA cleared for all digital mammography units, and integration with other digital mammography systems, CAD systems and mammography reporting system are also underway.
Founded to enable radiologists to give women the most accurate information possible regarding their breast health, Matakina International, Limited is the wholly owned sales and marketing arm of Matakina Technology Limited of New Zealand. Volpara’s founders and Board of Directors includes John Hood, PhD, former Vice Chancellor of the University of Oxford, UK, Ralph Highnam, PhD, former CEO of Mirada Solutions, one of the University of Oxford’s most successful spin-outs of recent times and co-author of the seminal book Mammographic Image Analysis; and Professor Sir Michael Brady, a serial entrepreneur who recently retired from the University of Oxford where he was Professor of Information Technology for 25 years.
Chris K. Joseph
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