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ReBuilder Medical Technologies, a Charles Town, WV, company that manufacturers a device for treating peripheral neuropathy, is making a big investment in customer service. The company is hiring licensed medical professionals to take calls from potential and existing customers.

“In our five years of marketing the ReBuilder System on the Internet and handling call-in inquiries, we found that when a person calls in and can speak one-on-one with a medical professional, the closing ratio increases significantly,” said ReBuilder CEO David Phillips, in a statement.

ReBuilder’s flagship product is the FDA-cleared ReBuilder System, for treating peripheral neuropathy. It’s a portable, battery- powered device that’s non-invasive, has no side effects, and can actually strengthen muscles while increasing blood flow.

Peripheral neuropathy is pain and numbness in the feet and hands that can lead to complete loss of mobility, gangrene, and eventual amputations. According to ReBuilder, 30% of the U.S.’s 20 million diabetes sufferers will eventually experience peripheral neuropathy. The current cost of treating diabetes is $132 billion per year, or one of every 10 healthcare dollars spent. Neuropathy represents a $43.56 billion market opportunity. ReBuilder says its only direct competition comes from drug companies.

The company has hired a nurse with 27 years experience, Carol Faircloth, LPN, to oversee, staff, and train the revamped customer service group. ReBuilder did not specify how much it has allocated for salaries for the medically trained service reps — nor the return on investment it expects — but stated in a press release that through the initiative the company will “enhance value to its shareholders.”

“People today are much more likely to purchase technical equipment if they can discuss the proposed purchase with a knowledgeable and qualified representative,” said Phillips.

Phillips, who founded the company, is best known for inventing the first infrared ear thermometer. He also was responsible for the GST System, used for early detection of breast cancer, and for the AcuPen, a handheld device that provides the benefits of acupuncture without the use of needles.

In addition to the neuropathy device, ReBuilder manufactures the Phillips Molluscum Treatment System for treating Molluscum Contagiosum, a skin disease that primarily affects children. The system uses micronized amorphous silver ions to disable the molluscum pathogen.