Memphasys Secures A$390K Baseline Order, Eyes Up to A$300K Per Clinic Revenue
Memphasys is intensifying its direct sales efforts for the Felix™ sperm-selection device across key Middle East IVF clinics, positioning for rapid market activation upon CE Mark approval expected early 2026.
- Direct sales strategy launched targeting IVF clinics in Qatar and UAE
- Binding A$390,000 cartridge order from distributor ITL sets revenue baseline
- Clinic visits reveal potential for A$100k–A$300k annual recurring revenue per site
- Felix™ clinical credibility reinforced at Middle East Fertility Society Conference
- CE Mark approval anticipated early 2026 to unlock full commercial rollout
Strategic Shift to Direct Sales in MENA
Memphasys Limited (ASX, MEM) is making a decisive move to accelerate the commercialisation of its Felix™ sperm-selection device by adopting a direct sales model in the Middle East and North Africa (MENA) region. This approach aims to build strong clinic-level relationships and secure recurring revenue streams ahead of the anticipated CE Mark regulatory approval in early 2026.
The company’s Director of Clinical Partnerships & Growth, Associate Professor Hassan Bakos, has been actively engaging with approximately 15 IVF clinics across Qatar and the UAE. These clinics represent significant revenue opportunities, with each site potentially generating between A$100,000 and A$300,000 annually through cartridge usage once fully onboarded.
Building Commercial Momentum
Memphasys’ direct sales strategy is designed to give the company greater control over execution and accelerate market penetration. The initiative includes hands-on Felix™ inductions, workflow integration visits, and clinical endorsements to ensure clinics are “match-ready” for immediate purchasing once CE Mark approval is granted.
Complementing these efforts, Memphasys participated in the Middle East Fertility Society (MEFS) Conference in the UAE, where A/Prof Bakos delivered a keynote presentation highlighting Felix™’s clinical performance and safety. This high-profile engagement has opened direct sales dialogues with senior clinicians and procurement decision-makers, further expanding the commercial pipeline.
Distribution Partnership and Revenue Outlook
Memphasys maintains a five-year exclusive distribution agreement with International Technical Legacy (ITL), covering 15 MENA countries plus Turkey. ITL has placed a binding cartridge order valued at A$390,000, establishing a solid revenue floor. However, the direct clinic engagement program is expected to unlock significant upside beyond this baseline as more clinics convert to active purchasing.
Non-Executive Chairperson Lindley Edwards emphasised the strategic importance of front-loading market engagement, "By embedding operational leadership inside clinics now, we are ensuring a swift transition to active purchasing once regulatory clearance is achieved."
Looking Ahead
With CE Mark approval anticipated in early 2026, Memphasys is positioning Felix™ as a frontline sperm-selection technology in the MENA region. The company plans to continue expanding its customer pipeline and will provide market updates as clinic engagements progress into formal sales agreements.
This proactive commercial groundwork could enable Memphasys to capture a substantial share of the IVF sperm preparation market in a region with growing demand for advanced reproductive technologies.
Bottom Line?
Memphasys’ direct sales momentum in the Middle East sets the stage for a potentially rapid revenue ramp post-CE Mark approval.
Questions in the middle?
- Will CE Mark approval be granted on schedule in early 2026?
- How quickly will engaged clinics convert interest into recurring cartridge orders?
- What competitive responses might emerge in the MENA IVF device market?
