| NEIL WOLFENDEN | PRIME PEOPLE
supplier of lasers only, and is very much geared towards medical and clinical back-up,' he explains of the company, which has expanded its portfolio hugely over the last few years, not least through the acquisitions of Eleme Medical and ConBio. Neil continues to discuss Cynosure's aims in the development of technology: 'Trials have to be FDA-approved, and time and again we produce clinical evidence that is consistent and enforces the power of what we do. 'Our range of lasers give clinical results
that are backed up by evidence because the company has invested in R&D. We want to invest in products that will both be appealing in terms of clinical efficacy, and patient safety. Safety and results are the most important factors for patient.'
the
A high-level portfolio of products What excites Neil about laser and energy-based devices, is that they far exceed other devices in terms of clinical results. 'We must never forget the basic
principles of selective photothermolysis, which works by emitting light of a particular wavelength, absorbed by the targeted chromophore only,' he says. 'It's not only selecting the correct
wavelength that's important; there needs to be enough fluence, the correct spot size, and the correct pulse duration to emit the light to the
target. These three basic
principles must be independent of one another to get consistent clinical results. 'Lasers provide all these and
with the large portfolio of lasers we provide, we can confidently say that we cover the complete range of aesthetic applications to achieve the very best in clinical efficacy.' And as patients have greater
access to resources and information on treatments over the internet, Neil says that they want and expect the same results because they are paying for it. Therefore, the investment into high-level capital goods will get the clinical efficacy desired. One example of such an exciting, high-end product that Cynosure
launched in 2011, is Cellulaze, which has quickly become the biggest investment the company has made. 'It's escalated uncontrollably because
the demand for this treatment is there, the expectation we can deliver is there, and it's unique,' Neil explains. 'It's wonderful in that we can treat the cause of cellulite and it really does work.'
With the large portfolio of lasers we provide, we can
confidently say that we cover the complete range of
aesthetic applications to achieve the very best in clinical efficacy.
Quality Despite such success with products like Cellulaze (which has received both CE marking and FDA approval), Neil knows not to be complacent with the quality of the products offered and stresses that
further regulation is never a bad thing, especially in light of the PIP crisis and current regulatory standards with regard to hair removal procedures, for example. 'The market is constantly under
pressure from all angles. I know that the European aesthetic surgery standard is going to be enforced in 2012. This will provide a level to maintain the professionalism of the industry for the public, and I personally have been waiting for that a long time.' Neil believes that
the proposed
regulations will help to weed out those who do not take the industry seriously and who are only looking out for themselves. This is backed by the review about to be undertaken by Sir Bruce Keogh. 'The media love bad press on people
who get hurt, and that just tarnishes the market. 'The market is certainly under pressure
from all angles with regard to the regulation of the industry.'
Continued growth Talking to Neil, it was clear to see that he is very passionate about the work he does and the industry within which he works. 'I am fortunate to be in a job that I really
enjoy and have been able to build a team of people that share my passion and commitment,' he says. 'We are extremely fortunate that we
work with customers, in both public and private sectors, who appreciate the brands we're selling.' Indeed, Cynosure as a company has
seen exceptional growth in recent years, showing that their investment in the right products, as well as the right levels of customer service and R&D, have really paid off.
'I am in a position to lead a team to
deliver the highest level of customer satisfaction, something I feel is crucially important in not forgetting that this is a service industry, with customer and company relations at its centre.'
prime-journal.com | September 2012
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