SOURCE: Given Imaging Ltd.

May 15, 2007 07:30 ET

National Heritage Insurance Company Revises PillCam® SB Guidelines for California Medicare Patients

Upper Endoscopy No Longer Necessary Prior to Capsule Endoscopy

YOQNEAM, ISRAEL -- (MARKET WIRE) -- May 15, 2007 -- Given Imaging Ltd. (NASDAQ: GIVN) today announced that the National Heritage Insurance Company (NHIC), California's Medicare Part B carrier, has revised its existing coverage policy for small bowel capsule endoscopy so that patients will no longer be required to undergo an upper endoscopy (EGD) prior to PillCam SB. NHIC serves approximately 3 million Medicare beneficiaries in California.

NIHC's revised policy states that PillCam SB is now considered an appropriate diagnostic following a negative colonoscopy to evaluate patients with suspected, but undiagnosed Crohn's disease. Further policy revisions include the use of PillCam SB in the diagnosis of iron deficiency anemia (IDA). These amendments now coincide with policy changes made in 2006 by NHIC of New England which services an additional 1 million Medicare beneficiaries in Massachusetts, Maine, New Hampshire and Vermont.

"Medicare administrators around the country continue to recognize the ability to effectively detect and diagnose diseases of the small intestine using capsule endoscopy," said Dr. C. Gregory Albers, medical director of gastrointestinal diagnostic services the H.H. Chao Comprehensive Digestive Disease Center at the University of California, Irvine Medical Center. "We expect that this procedure will benefit more patients by eliminating the need for a prior upper endoscopy."

The updated guidelines are effective immediately. Physicians reporting claims for reimbursement of capsule endoscopy of the small bowel should use CPT code 91110. For more information visit

About Given Imaging Ltd.

Given Imaging is redefining gastrointestinal diagnosis by developing, producing and marketing innovative, patient-friendly products for detecting gastrointestinal disorders. The company's technology platform is the PillCam® Platform, featuring the PillCam video capsule, a disposable, miniature video camera contained in a capsule, which is ingested by the patient, a sensor array, data recorder and RAPID® software. Given Imaging has three commercially available capsules: the PillCam SB video capsule to visualize the entire small intestine which is currently marketed in the United States and in more than 60 other countries; the PillCam ESO video capsule to visualize the esophagus; and the Agile™ patency capsule to determine the free passage of the PillCam capsule in the GI tract. The PillCam COLON video capsule to visualize the colon has been cleared for marketing in the European Union, and multi-center clinical trials are underway in Europe and the U.S. A capsule to visualize the stomach is under development. More than 500,000 patients worldwide have benefited from the PillCam capsule endoscopy procedure. Given Imaging's headquarters, manufacturing and R&D facilities are located in Yoqneam, Israel; it has direct sales and marketing operations in the United States, Germany and France, and local offices in Japan, Spain and Australia. For more information, visit

This press release contains forward-looking statements within the meaning of the "safe harbor" provisions of the U.S. Private Securities Litigation Reform Act of 1995. These forward-looking statements include, but are not limited to, projections about our business and our future revenues, expenses and profitability. Forward-looking statements may be, but are not necessarily, identified by the use of forward-looking terminology such as "may," "anticipates," "estimates," "expects," "intends," "plans," "believes," and words and terms of similar substance. Forward-looking statements involve known and unknown risks, uncertainties and other factors which may cause the actual events, results, performance, circumstances or achievements of the Company to be materially different from any future events, results, performance, circumstances or achievements expressed or implied by such forward-looking statements. Factors that could cause actual events, results, performance, circumstances or achievements to differ from such forward-looking statements include, but are not limited to, the following: (1) satisfactory results of clinical trials with PillCam Colon (2) our ability to receive regulatory clearance or approval to market our products or changes in regulatory environment, (3) our success in implementing our sales, marketing and manufacturing plans, (4) protection and validity of patents and other intellectual property rights, (5) the impact of currency exchange rates, (6) the effect of competition by other companies, (7) the outcome of future litigation, including patent litigation with Olympus Corporation, (8) the reimbursement policies for our product from healthcare payors, (9) quarterly variations in operating results, (10) the possibility of armed conflict or civil or military unrest in Israel, and (11) other risks and factors disclosed in our filings with the U.S. Securities and Exchange Commission, including, but not limited to, risks and factors identified under such headings as "Risk Factors," "Cautionary Language Regarding Forward-Looking Statements" and "Operating Results and Financial Review and Prospects" in the Company's Annual Report on Form 20-F for the year ended December 31, 2005. You are cautioned not to place undue reliance on these forward-looking statements, which speak only as of the date of this press release. Except for the Company's ongoing obligations to disclose material information under the applicable securities laws, it undertakes no obligation to release publicly any revisions to any forward-looking statements, to report events or to report the occurrence of unanticipated events.

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