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Sonia Rocha-Sanchez and Michael Feloney, owners of F&S Medical Solutions of Omaha, have won the Nebraska InnovateHER 2017 Challenge hosted by the Center for Rural Affairs’ Rural Enterprise Assistance Project Women’s Business Center.

Rocha-Sanchez and Feloney presented their new product, SimplCath, a medical device that helps catheterize females, during a pitch contest in Lincoln on June 2. The design allows the device to be used by medical personnel and caregivers, as well as patients who self-catheterize.

“It is the only device on the market to assist on women catheterization in any setting,” Rocha-Sanchez said.

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InnovateHER is a contest for businesses to develop a product or service that has a measurable impact on the lives of women and families, has the potential for commercialization and fills a market need.

F&S Medical Solutions will now be entered into the national competition, which is a second marketing pitch event. Ten finalists will be named from that competition to compete for cash prizes totaling $70,000.

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