SCHAUMBURG, Ill., May 22, 2013 /PRNewswire/ -- Wellness Center USA, Inc. (OTCQB: WCUI), a Schaumburg, IL – alternative healthcare company, is pleased to announce that wholly-owned subsidiary Psoria-Shield has rolled out its domestic sales program for Psoria-Light and sales are currently underway in the North East, Mid-Atlantic, Mid-West and California.

Psoria-Light is an evolutionary new medical device, designed to treat skin disorders currently affecting over 37.4 million people, or near 12% of the US population.  Psoria-Light emits targeted ultraviolet A or B (UVA or UVB respectively) phototherapy to treat psoriasis, eczema, vitiligo and other UV treatable skin diseases.  The device is the first-in-the-world to utilize Targeted Deep UV LEDs to accomplish the task, overcoming many of the drawbacks of legacy phototherapy devices. 

The sales roll out is being led by Kelly DeGideo , national sales manager and one of the phototherapy / laser industry's most powerful and respected sales and marketing executives. Mr. DeGideo brings over 25 years of sales experience centered upon laser and light based medical devices.  He has brought value to several major market players, including Lumenis, Ra Medical, and DUSA Pharmaceutical.  Ra Medical manufactures and distributes excimer laser products that compete with Psoria-Light and other excimer laser companies.

"During my 25+ years in the medical device sector, I have only seen two other technologies introduced that were true game changers," commented Kelly DeGideo , National Sales Manager for Psoria-Shield. "The first was the FDA clearance for the Refractive PRK laser which evolved into the well-known LASIK devices.  The second was the introduction of the first infrared Diode for Permanent Hair Removal.  These are billion dollar industries today. I spent years successfully selling excimer lasers to dermatologists and I'm well aware of the market. Psoria-Light is truly a unique combination that offers dermatologists safety, efficacy, and most importantly improved cost of ownership that in our opinion competing excimer lasers simply can't provide.  The successful independent sales groups we have signed and continue to enlist all share this perspective and are eager to participate. Much like with the initial launches for the PRK laser and infrared Diode for permanent hair removal, Psoria-Light is the next game changer," continued Mr. DeGideo.

The device was developed by Mr. Scot Johnson , President and CEO of Psoria-Shield, and his team of engineers who together have developed over 30 FDA-cleared, CE marked devices sold worldwide. The Deep UV LEDs utilized by Psoria-Light were created in parts by DARPA, NASA and the ESA (European Space Agency) for use in space.  Psoria-Light's adaptation of them for targeted UV phototherapy has earned it an exclusive distinction from the Space Foundation as a Certified Space Technology (  The light generated by these LEDs has been demonstrated in previous clinical papers to be both more therapeutic and carry fewer side effects than other conventional UV light sources.

Psoria-Light has been in clinical use since January 2012, through an initial key opinion leader (KOL) soft rollout.  This provided Psoria-Shield day-to-day in-field clinical feedback and optimization opportunities.  In August 2012, Mr. Kelly DeGideo was brought on board to develop and lead the domestic sales expansion for the company. Production units for the rollout are in process and sales revenues are expected to start in the next 30 to 45 days. Psoria Light revenues in conjunction with increased revenues anticipated from CNS-Wellness, WCUI's other subsidiary, shall be reported consolidated through WCUI.    

Mr. DeGideo's insider insights into the excimer laser market are being applied to the expanding domestic sales campaign already underway.  He has assembled, trained, and deployed several regional independent representative sales groups ("IR groups") who specialize in dermatological medical device placement.  Psoria-Shield's sales program benefits from close relationships the IR groups have with their regional healthcare provider community and their knowledge of the market in general, combined with Mr. DeGideo's established management track record and insider knowledge.  Currently, sales under this program are underway in the North East, Mid-Atlantic, Mid-West and California.