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When Regenesis Biomedical Inc., kicked off an aggressive sales campaign to cultivate a new customer segment, it marked a major-and risky-shift in the equipment company's longtime marketing strategy.
In 2001, Regenesis launched and started promoting its Provant Wound Closure System, which stimulates cells to replicate and express genes faster, to the home-care industry. But strict Medicare and Medicaid reimbursement rules severely limited its marketing base to certain private insurance clients.
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