Memphasys Courts Middle East Clinics with Direct Sales Gambit for Felix™

Memphasys (ASX: MEM) has unveiled a bold push into the Middle East as it prepares the ground for the full commercial launch of its Felix™ sperm selection device. With CE Mark approval expected in early 2026, the biotech minnow is taking matters into its own hands – rolling out a direct-sales strategy to fast-track clinic engagement and cartridge revenue in the MENA region.

The company's strategy marks a pivot from relying solely on distributors to a hands-on, execution-first model that gives Memphasys tighter control over its commercial destiny. Leading the charge is Associate Professor Hassan Bakos, Director of Clinical Partnerships & Growth, who is personally visiting around 15 IVF clinics in Qatar and the UAE. Each site represents a potential recurring revenue stream of $100,000 to $300,000 per annum from Felix™ cartridge use.

Bakos isn’t just shaking hands and handing out brochures. His visits are tailored commercial deployments, integrating Felix™ into clinical workflows and preparing the clinics to flip the switch to full purchasing mode once regulatory clearance lands. “Match-readiness” is the buzzword here – encompassing everything from procurement readiness and clinical training to internal endorsements and process integration.

The push coincides with Memphasys’ presence at the Middle East Fertility Society (MEFS) Conference in the UAE, where Bakos delivered a keynote presentation that highlighted a non-inferiority study comparing Felix™ to traditional sperm separation methods like Density Gradient Centrifugation and Swim-Up. The pitch? Felix™ offers a gentler, faster and more standardised sperm selection process with superior clinical outcomes.

The groundwork appears well-laid. A $390,000 binding cartridge order from International Technical Legacy (ITL) – Memphasys’ distribution partner covering 15 MENA countries and Turkey – provides a revenue floor, but the real upside lies in directly onboarded clinics that can exceed that figure many times over.

To date, the company has executed a rigorous clinic engagement program, including:

• A full-day Felix™ deployment at Hamad Medical Corporation in Doha,

• A seminar attended by 30 to 50 embryologists,

• Integration visits at over 10 clinics in Qatar,

• Additional stops in Sharjah, Dubai, and Abu Dhabi.

Memphasys Chair Lindley Edwards is bullish on the approach, noting that the strategy embeds the company’s operational leadership directly inside the clinics. “By front-loading market engagement now, we are ensuring that when CE Mark approval is achieved, clinics can convert immediately to active purchasing,” she said.

The company has committed to keeping the market updated as informal engagements evolve into formalised purchasing. With CE Mark approval on the near horizon, Memphasys is banking on the groundwork laid in Doha and Dubai to blossom into a fertile revenue stream across the Gulf.

For a company long touted for its technology but waiting for commercial traction, the MENA mission could prove to be the seminal moment Felix™ has been gearing up for.