PROMOTION
NO TOXINS. NO WORRY. NO WAIT.
myoscience discusses why iovera° is set to revolutionise minimally-invasive procedures in aesthetic medicine with industry experts
DANIEL CASSUTO, MD, Professor of Plastic Surgery, University of Modena, Italy
of aesthetic medicine. Created in California by myoscience, iovera° uses the body’s natural response to cold to treat dynamic forehead lines instantly, without the use of toxins, and without leaving anything behind in the body. iovera° holds the key to further expansion of the minimally-invasive market, providing increased treatment choice for physicians and patients alike. Dr Jonathan Sykes, Director of
T
DR WELF PRAGER, Dermatologist and Medical Director, Dermatologikum, Hamburg
DR KAI-UWE SCHLAUDRAFF, Plastic Surgeon, Concept Clinic, Geneva
Facial Plastic Surgery, UCDavis Medical Center, California, says ‘iovera° is an exciting breakthrough in medical aesthetics because it will create new opportunities by opening clinic doors to a previously unseen consumer group seeking an effective, quick, toxin-free treatment option.’
An attractive proposition Recent in-clinic market research of almost 4000 patients found that the offer of an effective toxin-free, minimally-invasive option for dynamic forehead lines was a very attractive proposition. Not only did iovera° appeal to consumers new to aesthetic medical procedures, it was
HIS YEAR WILL SEE the launch of iovera°, the world’s first toxin-free dynamic wrinkle treatment; a product for the future
also highly attractive to existing patients, to the extent that 72% were interested in having a consultation to learn more about the procedure. ‘In my view, iovera° combines the
potential to attract and recruit new patients with the ability to retain your existing ones,’ says Daniel Cassuto, MD, Professor of Plastic Surgery at the University of Modena in Italy. ‘When discussing treatment options with my patients, they are concerned about the possible long-term use of toxins, while some do not like the idea of toxins in their bodies at all. They also wish to look natural, not ‘done’. iovera° meets the needs of patients today because it not only provides a toxin-free treatment option, but also allows muscle movement for facial expression.’ In today’s competitive and
DR JONATHAN SYKES, Director of Facial Plastic Surgery, UCDavis Medical Center, California
120 ❚ March 2013 |
prime-journal.com
crowded aesthetic marketplace, consumers tend to ‘shop around’, even referring to clinic price comparison websites to find the best deal. Offering the latest technology and expertise can be a powerful
differentiator and iovera° will be an effective marketing tool to do this. Welf Prager, MD, Dermatologikum, Hamburg, supports this view. ‘In my experience, when a patient selects a clinic, it’s not just about reputation and price. It’s about new treatments, new technology and more choice. iovera° is a revolutionary technology that can underpin your position as a leader and expert in medical aesthetics, helping you stand head and shoulders above the crowd.’
The science and technology of FCT iovera° uses myoscience’s patented Focused Cold Therapy™ (FCT), a platform technology that delivers cold to precise targets. Highly pressurised liquid nitrous oxide travels at very high speeds down a fine 27 G closed-end needle. At the needle tip it changes phase to gas, which draws in heat energy from the surrounding tissue, forming a precise zone of cold. When FCT is applied to a targeted nerve, it causes immediate conduction block by
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