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Yokneam-based Given Imaging (Nasdaq:GIVEN) yesterday said it has inaugurated a new Internet-based ordering system, OrderWIN (Order When I Need).

The system is for use by existing customers reordering its M2A camera-in-a-capsule endoscopes and accessories. It obviates the need to order the ingestible, pill-sized camera used for diagnosis of disorders of the small intestine through doctors or clinics.

"OrderWIN complements our current Web-centric marketing strategy, which taps the Internet to provide added value to customers," said Dr. Gavriel D. Meron, president and CEO of Given Imaging.

OrderWIN is currently available only to customers in the U.S. who already have a Given diagnostic system.

The Israeli firm trades on Nasdaq at a company value of $300 million.

Robertson Stephens praised the Internet ordering system, noting it will make the company's products more accessible for doctors and hospitals too.

Analyst Wade King repeated his description of Given Imaging's strong showing at the San Francisco Digestive Disease Week conference last month, in which its symposium drew such crowds that there was standing room only. No less than 1,200 people took part. The conference was a terrific networking opportunity for Given Imaging, King wrote.

Robertson Stephens reiterated a Strong Buy rating for Given Imaging and price target of $20, a premium of 66% over its present market price.