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Innovation: 8 Ways Laser Hair Removal Is Redefining Its Niche

By: Tracy L. Drumm
Posted: November 2, 2010, from the November 2010 issue of
blueprints

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Other devices making waves in the market are CoolGlide by Cutera, which offers a patented Powerflex technology to allow independent control of fluence, pulse duration and repetition rates to tailor treatment parameters. Also, as with both devices previously mentioned, the GentleLase 755 nm alexandrite laser from Candela treats skin types I–VI and offers the versatility of treating pigmented and vascular lesions, and is U.S. Food and Drug Administration-cleared to treat wrinkles.

2. Innovative marketing programs

Due to competitive demands, it’s no longer just a device that laser manufacturers are selling. The leaders in this niche have realized physicians are more likely to be successful with their laser purchases if armed with the proper tools to help market their services. Choosing a company that views your purchase as a partnership rather than simply a sale will increase your success and profitability.

Included with a purchase from Candela, for example, you have access to the Practice 360° marketing program that offers practice-building tools, staff training and product promotions. Cutera offers a VIP program with downloadable brochures, high-resolution before-and-after treatment images and even patient glamour shots. Yet another option comes from Lumenis through a turnkey marketing package that includes tools customized to a practice’s brand.

3. Not luxury, but a way of life

As the tide turns in the country’s spending habits, the key to promoting aesthetic treatments is no longer about touting luxury. Rather, many practices are finding great success in repositioning laser hair removal as a way to enhance their patient’s quality of life. The treatment is shifting from being viewed as a pampering service or a want into a need.

Medical aesthetic practices and device companies are helping to promote these treatments as a quality-of-life procedure that simplifies the patient’s daily to-do list. Instead of being a self-indulgent aesthetic treatment, laser hair removal treatments are seeing growth by showing patients that physicians can give them the precious gift of time, shaving minutes off daily personal care regimens.

4. Patient retention