We’ll be talking about microwave ablation and our plan for that to be the public company that I hope you should choose to stay invested in. Why that’s important to focus is that these are two very different platform technologies and while they both use heat to treat tumors, they couldn’t be more different. If you look at the ability to deliver a MTX technology, it’s portable, fits in the suitcase, can be carried by the sales representative, put in the hospital, case is performed and they can be out the same day. Hyperthermea, is a product that’s wonderful but it takes 90 days to produce, it needs to literally be fork lifted into a special truck, transported, delivered to that hospital and assembled. It is a very different logistics, very different economics and a very different sales process. If you, look at the microwave ablation technology, it has very different economics and we’ll discuss this in detail versus the one and done, the capital equipment sale of Hyperthermea.
With scarce resources of a company like BSD, it’s really, really important that we take that one dollar of capital and focus it on -where we can make the most meaningful effect on top line sales. And, splitting that dollar 50-50, has led to what I’d call a diluted effort by the company to achieve the revenue target set for us. The microwave ablation product is the best product in this phase. And if you look at that market growing which I’ll share with you in a few minutes, I feel that we’re in the forefront in leading that technological revolution of microwave ablation replacing RF which is currently the standard care. That said, we will need to continue this innovation. If you’re in the med tech, med devices we do a couple of things and you have to do this very, very well. You have to continue to innovate and you have to continue to sell the market those products. And that is essentially, the two things you need to do well in that category. Failed execution will be the critical measurement by which share holders will need to judge the progress of our business. Because, there’s lessons with microwave ablation we’ve key risks with most of the product profile. That we’ve approved and have a favorable reimbursement environment. It has nice processed goods and it works clinically very well from the Safety and Healthy profile. We have all those factors in our favor; we must perform on our sales line.
Then turning to change to page 5, we’ve cleared the means there needs to be an immediate change in direction. And certainly, I think this week my eighth week on the job, my second month and we all know that there are holidays in there and I’m going out on a limb by sharing the share holders my initial assessment, my initial plans that I thought given the volatility of the stock and I think the first chronology of shareholders that wanted it, we thought it was in the best interest to communicate with you early into the year what our plans are.
