SOURCE: Rockwell Medical

Rockwell Medical

October 27, 2009 08:30 ET

Rockwell Medical Announces New Corporate Name

Company Unveils New Corporate Identity and Website

WIXOM, MI--(Marketwire - October 27, 2009) - Rockwell Medical (NASDAQ: RMTI), a fully-integrated biopharmaceutical company offering innovative products and services targeting end-stage renal disease (ESRD), chronic kidney disease (CKD), and iron deficiency anemia, announced today that it has unveiled a new corporate identity consisting of a new logo, Company name and website.

"Our new name, Rockwell Medical, more accurately reflects the strategic direction and corporate identity of our Company," stated Robert L. Chioini, Chairman and CEO. "Our new website will enable us to provide greater content and accessibility to our customers as we continue to position the organization as a leading biopharmaceutical company building a pipeline of drug therapies in the renal and anemia space."

Rockwell's new website at www.rockwellmed.com provides valuable information on kidney disease and has been streamlined to meet the needs of its customers, while focusing on its biopharmaceutical product development and scientific innovation in the renal industry. As part of the website, the Company has developed a video to illustrate the mechanism of action and potential competitive advantages of Soluble Ferric Pyrophosphate (SFP), Rockwell's proprietary, investigational iron maintenance therapy currently in a U.S. Phase 2b clinical study. To view the video, please visit the Rockwell homepage and click on SFP Mode of Action under Resources.

About SFP:

SFP is a novel, investigational, iron maintenance therapy designed to treat iron deficiency anemia in ESRD patients. SFP is a proprietary, water-soluble form of iron that travels directly to the bloodstream and transfers iron at a cellular level, similar to normal, physiologic dietary iron uptake. SFP is designed as a continuous replacement treatment delivering small doses of iron during every dialysis session in order to offset iron losses during the dialysis procedure, thereby maintaining hemoglobin in the target range as per Kidney Disease Quality Outcomes Initiative (KDQOI) recommendations. Clinical trials to date suggest that SFP, delivered during each dialysis treatment via dialysate, maintains optimal iron balance and avoids liver toxicity while decreasing associated drug administration costs. Recent academic studies have shown that more frequent maintenance doses of iron improve the therapeutic response and benefits of recombinant erythropoietin treatment. Rockwell has licensed exclusive world-wide rights to manufacture and sell SFP and has secured patents for SFP in multiple countries, including the three largest dialysis markets in the world: the United States, Japan, and the European Union. Based on current market data, the U.S. dialysis market for IV iron is approximately $560 million annually while global market potential is approximately $850 million.

About Rockwell:

Rockwell is a fully-integrated biopharmaceutical company offering innovative products and services initially targeting end-stage renal disease (ESRD), chronic kidney disease (CKD), and iron deficiency anemia. An established manufacturer and leader in delivering high-quality hemodialysis concentrates/dialysates to dialysis providers and distributors in the U.S. and abroad, Rockwell provides products that are used to maintain human life by removing toxins and replacing critical nutrients in the dialysis patient's bloodstream. Dialysis is a process that duplicates kidney function for patients who suffer from ESRD. There are approximately 400,000 ESRD patients in the United States growing at an annual rate of 4 percent, and approximately 2 million ESRD patients world-wide.

The Company is currently developing unique, proprietary renal drug therapies for iron treatment. These exclusive renal drug therapies support disease management initiatives to improve the quality of life and care of dialysis patients and are designed to deliver safe and effective therapy, while decreasing drug administration costs and improving patient convenience. Rockwell is developing a pipeline of drug therapies, including extensions of the SFP technology for indications outside of hemodialysis. Please visit www.rockwellmed.com for more information.

Certain statements in this press release constitute "forward-looking statements" within the meaning of the federal securities laws. Words such as "may," "might," "will," "should," "believe," "expect," "anticipate," "estimate," "continue," "predict," "forecast," "projected," "intend" or similar expressions, or statements regarding intent, belief, or current expectations, are forward-looking statements. While the Company believes these forward-looking statements are reasonable, undue reliance should not be placed on any such forward-looking statements, which are based on information available to us on the date of this release. These forward-looking statements are based upon current estimates and assumptions and are subject to various risks and uncertainties, including without limitation those set forth in the Rockwell's SEC filings. Thus, actual results could be materially different. Rockwell expressly disclaims any obligation to update or alter statements whether as a result of new information, future events or otherwise, except as required by law.

Contact Information

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