Qatar’s Largest IVF Provider Commits to Felix™ Commercial Rollout
Memphasys has secured its first major institutional reference customer in the Middle East and North Africa (MENA) region, with Hamad Medical Corporation (HMC) commencing commercial ordering of Felix™ cartridges for clinical use. Initial demand from HMC is tracking at approximately 100 Felix™ cartridges per month, supporting around 1,500 IVF cycles per annum and establishing a recurring institutional demand profile.
HMC, Qatar’s primary public health provider and leading reproductive medicine service, represents a significant validation of the company’s go-direct commercial strategy executed in partnership with International Technical Legacy (ITL). The commitment follows CE Mark approval, which enables immediate clinical use of Felix™ in Qatar and other CE-recognised MENA markets.
With an initial annual usage of 1,200 cartridges, HMC alone accounts for almost half of ITL’s minimum annual contractual commitment of 2,500 cartridges. This single customer effectively de-risks a significant portion of contracted demand and provides early confirmation of institutional demand for the Memphasys Felix Qatar IVF orders.
Key deployment metrics include:
- ~100 cartridges per month initial HMC demand
- ~1,500 IVF cycles annually at HMC
- 1,200 cartridges annual usage from HMC alone
- CE Mark approval enabling immediate clinical deployment
The institutional adoption by HMC establishes a high-quality reference point for the Felix™ system across the broader MENA region, where more than 350 clinics represent a substantial addressable market.
Understanding IVF Sperm Selection Technology
Felix™ addresses a fundamental limitation in traditional IVF laboratory processes. Conventional sperm preparation relies on centrifugation, which subjects sperm cells to mechanical stress that can cause cellular stress and DNA damage. These effects may compromise the quality of sperm used in assisted reproductive technology (ART) procedures.
The Felix™ system uses a patented bioseparation technology that combines electrophoresis and size-exclusion membranes to isolate the most viable sperm cells. This approach offers several clinical advantages: it reduces processing time in the laboratory, minimises cellular stress during preparation, and delivers standardised, repeatable results across different operators and clinic settings.
For fertility clinics, the technology represents both a quality improvement and an operational efficiency gain. Faster processing times reduce laboratory workload, whilst the gentler selection method may improve outcomes.
The standardised nature of the Felix™ process also reduces variability between technicians, a factor particularly relevant for high-volume institutional providers like HMC. Understanding the technology’s clinical value proposition helps explain why major institutions are willing to adopt a new sperm preparation standard, particularly when it offers measurable improvements over established centrifugation-based methods.
Regional Demand Accelerates Beyond Qatar
Separately from the HMC deployment, Memphasys has secured a follow-on order for a further 200 Felix™ cartridges under its distribution agreement with ITL. This order is not specific to HMC and reflects broader clinic demand across the MENA region, including increasing procurement activity across ITL’s regional clinic network in the United Arab Emirates.
The follow-on order demonstrates conversion of post-CE Mark interest into commercial purchasing and growing confidence in Felix™ across multiple IVF operators. ITL and Memphasys (ASX: MEM) are finalising several late-stage contractual discussions with clients located across five additional countries, which the company is confident of finalising in the coming months.
| Revenue Driver | Volume/Value | Status | Investment Implication |
|---|---|---|---|
| HMC Qatar | ~100 cartridges/month | Active ordering | Recurring institutional revenue |
| ITL Follow-On | 200 cartridges | Order secured | Broader regional validation |
| MENA Clinic Network | 350+ clinics | Pipeline | Scalable addressable market |
| Five Additional Countries | Late-stage discussions | Near-term | Geographic diversification |
With target clinics each capable of generating A$100,000 to A$300,000 per annum in Felix™ cartridge revenue, the region represents a substantial and scalable revenue opportunity as commercial execution accelerates. Multiple demand signals emerging simultaneously suggest a commercial inflection point rather than an isolated customer win.
Egypt Emerges as Priority Expansion Market
Egypt represents one of the largest and fastest-growing IVF markets in the MENA region, forecast to exceed USD 500 million. The market is viewed as a priority for replicating both institutional-led and network-led Felix™ adoption.
A/Prof Hassan Bakos, Director of Clinical Partnerships and Growth at Memphasys, is undertaking his second visit to the MENA region in as many months, at ITL’s request. This visit, funded by ITL, will focus on supporting ongoing utilisation and optimisation at HMC, advancing additional clinic onboarding across the ITL network, and engaging clinicians at a major ART conference in Egypt alongside targeted clinic meetings.
The partner-funded visit reflects ITL’s commercial conviction in the Felix™ rollout. Egypt represents significant upside beyond the current HMC anchor customer, and early engagement with clinicians suggests active pipeline building in one of the region’s most substantial fertility markets.
Commercial Execution Enters New Phase
The HMC deployment and ITL follow-on order together demonstrate that Felix™ is gaining traction both at an institutional level and across the wider MENA clinic network. A/Prof Bakos’s second MENA visit in two months, funded by ITL, reflects accelerating regional uptake and partner confidence in the commercial trajectory.
The speed of execution is noteworthy. Securing an anchor institutional customer within months of the distribution agreement demonstrates commercial momentum. HMC provides a high-quality institutional reference point, whilst ITL’s follow-on order reflects growing demand beyond a single site.
Chair Commentary
“HMC provides a high-quality institutional reference point, while ITL’s follow-on order reflects growing demand beyond a single site. Together, these outcomes demonstrate that Felix™ is gaining rapid traction both at an institutional level and across the wider MENA clinic network and further testament that our strategy and approach are working,” said Marjan Mikel, Chair of the MEM Commercialisation Committee.
The company has outlined upcoming catalysts:
- Continued HMC utilisation and optimisation
- Additional clinic onboarding across ITL network
- Egypt conference engagement and clinic meetings
- Finalisation of five-country contractual discussions
Each of these catalysts represents a near-term opportunity to expand the commercial footprint across the MENA region. The institutional adoption model validated by HMC can now be replicated across other major fertility providers, whilst the broader ITL network offers a parallel pathway for clinic-level adoption.
Investment Thesis Strengthened
The Memphasys Felix Qatar IVF orders represent a transition from development-stage potential to commercial execution with measurable institutional adoption. Investors can now point to concrete demand signals: a major institutional reference customer, recurring monthly cartridge consumption, and follow-on orders reflecting broader regional interest.
Several factors strengthen the investment case:
- First major institutional reference customer validates clinical value proposition in a leading MENA fertility provider
- Nearly 50% of ITL minimum commitment secured from single customer, de-risking contracted demand expectations
- MENA region offers 350+ clinic addressable market with substantial per-clinic annual revenue potential
- Cartridge-based consumable model creates recurring revenue streams as clinics integrate Felix™ into standard protocols
- Multiple late-stage discussions across five countries suggest near-term order flow and geographic expansion
The announcement demonstrates commercial traction rather than speculative potential. HMC’s commitment to ongoing commercial ordering establishes a baseline recurring revenue profile, whilst the separate ITL follow-on order confirms demand exists beyond the anchor customer.
With late-stage discussions across five additional countries, the company appears positioned for continued expansion across the MENA region.
For retail investors, the key takeaway is validation. A major institutional provider has moved beyond trial or evaluation to commercial adoption, partner ITL is placing follow-on orders reflecting broader network demand, and Egypt is emerging as a priority expansion market with significant scale potential. The go-direct commercial strategy executed in partnership with ITL is delivering measurable results within the first months of deployment.
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