Belluscura amps up visibility

LONDON and PLANO, Texas – Belluscura is doubling down on the POC market with a new device that’s now shipping in the U.S. and a number of deals to distribute it and a TV campaign to market it. 

The company first launched its X-PLOR device last year. 

“We learned a few things from the introduction, then made some changes to improve sound level and output,” said Jim Clement, head of commercial strategy, who has previously worked for DeVilbiss and GCE Healthcare. “These are things you learn when you get some devices out into the market.” 

The X-PLOR first made its mark in September 2021 with tool-free, patient-replaceable sieve cartridges. The second-generation device features, among other things, Bluetooth capabilities and a Nomad Health App that allows users to track oxygen use, breathing rates, blood oxygen saturation levels, heart rate, sleep and other important biometric and environmental data. 

Belluscura has a “small number of loyal DMEs” providing the X-PLOR right now, but the company has been working to build its distribution network, recently securing a deal with a large provider and a partnership with VGM & Associates, Clement says. 

“The agreement with VGM will get us better exposure to a larger population of DMEs,” he said. “It gives us quick visibility and credibility.” 

Belluscura is also selling the X-PLOR direct to consumer as a cash sale, but it will protect the provider channel in a number of ways, Clement says.  

“Our selling price will be the same as the channel price,” he said. “We’re also introducing a partnership program where a provider can have a demo device on their shelves and if the provider doesn’t want to deal with selling or servicing the device, they can send that referral to us, and we’ll work with the DME to make them some money. They still control the patient.” 

Additionally, a TV campaign that ran for a week in early October with 80 placements on targeted cable networks will benefit both Belluscura and its provider network, Clement says. 

“This will build our brand awareness, but it will also help the provider when a patient wants a Belluscura device,” he said.