Medical Laser Blog - Fotona Straight Talk for the Physician

Fotona Laser Treatment VS. As Seen On TV

Many times in our laser spa we’ll get calls after some television program or talk show host will highlight a therapy of some sort.  And of course, it will be a specific company with a big media budget and they will have been able to position their product onto some television show.  The brand name will be spoken..the wonderful accolades will be given to this new “miracle” procedure.  And yet, the procedure is almost always, frankly, not unique.  

We get calls all the time as a result of shows highlighting a laser treatment.  One caller might ask “do you do fraxel?”  And we say, “we do fractional laser treatments, absolutely.  Come on in and let us explain it to you.”    We might be asked if we do some other specific, brand-name treatment.    Well, the truth is, Fotona has the most powerful lasers, the largest range of spot sizes, the largest range of pulse widths and the largest range of procedures of any company on our platforms.  Period.

So when people call us and ask, can you do “that?”, our answer is always, “Yes, we can do that.”  The scenario is often like this:  people call….and might be asking for ‘kleenex’ and we can tell them that we have high-end, top quality tissue – every bit as good as Kleenex and in many cases (I would go so far as to say MOST cases), better than Kleenex.

So, our competitors ads are always good for us. And the other interesting thing is, our competitors down the street are always good for us, because it’s extremely rare that we can’t get better results, with less discomfort and less downtime.  That’s our experience in our medical spa.  And I think it’ll be your experience as well.

Adding Lasers to a Medical Practice: The Business of Herd Mentality

I had an interesting experience the other day that set me on my heels because it was so antithetical to the way I would ever think.  We were talking to a guy from New York City and he was interested in buying and adding lasers to his medical practice.  His sales person had referred him to Robin and I to get information on our practice and how we utilize our lasers.  He called back later, very distressed, because  he had spoke to a few of the other spas in his area who had very different experiences from us and they, frankly, questioned our credibility.  They also all had the same laser brand “x.”  This physician wanted to buy that brand as well because he felt that  there was strength in numbers and there was somehow safety there.  

This gentleman also said he would never do the wide variety of treatments that we offer, because they really only do laser hair removal.  So what we did is to show him a couple of days of our spa bookings, where we indeed do all of the therapies that we were talking to him about and I asked him how he was planning on differentiating his clinic.  If he has exactly the same equipment as everybody else around him, he’s just another “McDonalds.”    Why should I go to one McDonalds over the other McDonalds?  Would it be because at one McDonalds there’s a more sparkling personality behind the cash register?  Is the big mac really more tasty at one versus the other?  

In business, you need an edge.  Something Warren Buffet calls a “durable market advantage.”  If you have the same old stuff that everybody else has, you don’t have a durable market advantage.   The customer has no idea what brand “x”, brand “y” or even brand “a” is.   What they do know, is their experience.  The experiences our patients have in our clinic are clearly different than the experiences they’ve had in other clinics.  To the person, they will tell you that the hair removal treatments they have with us are less painful.  

So, when you’re thinking about equipment, do you want to be a part of the herd, or do you want to be set apart?  Do you want to be bigger, better and faster?  Do you want to have patients who are raving about your medical and aesthetic laser treatments vs. the other treatments?  I guess it really depends.  In tough economic times like today, there is an interest in safe harbor…in looking for commonality/similarity.  But the truth is, in business, you win by being different, by being innovative and by setting yourself apart.  

Generally speaking, people are herd animals.  But being part of a herd, means that you will be average.  Setting yourself apart places you with an opportunity to be great.

Turn Bad News into Good News For Your Aesthetic Laser Practice

In my last blog post, I talked about the calls we get at our aesthetic laser practice from people who have seen reports of laser treatments gone bad.  This presents an opportunity for us to contrast that bad news with our good news with Fotona Lasers. 

In order for bad news to be good news for you, you need to have your elevator talk down pat!  Your elevator talk is your clear, concise and understandable discussion, in everyday language, using interesting and understandable analogies about each of the medical or aesthetic procedures you do.  You need to put some time, energy and effort into this and then you need to explain to and rehearse these “elevator talks” with your staff.  

The concept behind an elevator talk is this:  you enter an elevator, encounter a stranger, exchange pleasantries and the stranger says to you “so, what do you do?”  If you can’t explain it in the time it takes a high speed, express elevator to reach the next floor, you can’t explain it to anyone. So get your game on, get your elevator talk ready, and let’s learn how to turn bad news into good news!

When it Comes to Laser Technology, When is Bad News, Good News?

Every time there is a report on the television news about some bad outcome at a medical laser spa some place in the country, we get phone calls.  We get phone calls from our existing patients, and we get phone calls from new patients.  They’ve been contemplating having some kind of aesthetic procedure and when see this news report, they call to ask us if this is the kind of equipment we have, or if we have something else.

Bad news….is wonderful advertising for us! People call us and we’re able to have a brief conversation on the phone to explain the difference between what we do and what was shown on tv or to explain the difference in the laser technology we have vs. the technology used on the tv report or to explain the difference in our knowledge base and the knowledge base of the people that got into trouble on the news report.

What we generally try to do is have a brief conversation that will demonstrate our fund of knowledge, not by using big words and trying to baffle them with technical terminology, but instead by translating what we know into clear, concise, normal, everyday English.  When you make things clear, concise and understandable by using normal, everyday words and analogies that make sense to people, they then understand what’s going to be done, how it’s going to be done, and why it’s going to be safe and effective.  We then try to get them to come in to see our office, see our aesthetic laser equipment and maybe even have a brief demo of how the equipment works or watch a short procedure video.  

So bad news is almost always good news for us.  Don't take our word for it...contact us and we'll talk!

Fractional Laser Treatment is Just One Trick

So where does fractional resurfacing fit into your cosmetic laser treatment line-up?  Fractional resurfacing is just one trick in your bag.  Fractional treatments are used for decreasing downtime.  If you injure 10-20% of the skin with a tiny injury, it will tighten the skin and stimulate new collagen growth. Over time, with more and more fractional resurfacing, you’ll get more and more tightening and more and more improvements to the surface of the skin.  

So fractional resurfacing should really be positioned for that patient that does not have the luxury of significant downtime.  Maybe they’re interested in having their fractional treatment on Friday after work, with the intention that by Monday morning the redness is gone and they’re ready to go back to work.  On the other hand, if they’re looking for that wow treatment…that 10 years younger look in 10 days… then what they really need is full resurfacing. 

So rather than owning a one trick pony machine that only does one type of therapy, it’s better to have the treatment options at your disposal - to have a machine that is versatile enough to do fractional resurfacing when minimizing downtime is important to the patient, and to do full-on resurfacing when the wow factor in the shortest possible recovery time is required.  

When you think about it, if there are 3 days of downtime per fractional resurfacing treatment (which is probably conservative as there is likely a longer recovery in some cases), and you have to do 5 resurfacings, then 3x5 = 15 days of downtime.  If I do a papillary dermis peel with the erbium yag laser, using warm settings, or even fairly hot settings to achieve good collagen stimulation, the vast majority of the time patients can be in camouflage makeup and be back to work in 5 days.  In 7-10 days they are, in most cases, back to their baseline - of course with the exception of the improved tone, texture and tightness of their skin!

When is a Fractional Laser Treatment NOT Fractional?

As you probably know, fractional resurfacing is all the rage.  The idea behind a fractional laser treatment is that you make small, discreet and non-confluent injuries to the skin.  The uninjured skin around the sight of injury then accelerates the healing process, providing for a faster recovery time.  Typically, a fractional resurfacing will cover somewhere between 5 and 25% of the skin’s surface, per pass.  The original idea was that you would do one pass, allow things to heal, and then come back and do further treatments at a later time - generally at 4-6 wk intervals in order to give the initial treatment time to heal.

More and more we’re hearing about “multiple pass” fractional resurfacing.  As an easy example, if you’re covering 20% of the skin on a single pass, when you do three to five passes you are now covering 60-100% of the skin, making it no longer a fractional resurfacing.

So, many physicians are being fooled into believing that they’re giving a fractional resurfacing when they’re actually doing multiple, multiple passes.  Are they getting good results?  They are. But are they also getting the long down times?  They are indeed.

So be careful about the claims surrounding fractional and understand the concepts behind it.  One or two passes is probably still fractional, but three, four, five, six passes is no longer fractional – it’s just resurfacing.

Collagen - The Protein of Youth and FRAC3®

It is collagen that keeps our skin tight and looking young.  We have potions and lotions with collagen in them that purport to increase collagen in your skin.  We even inject collagen to plump up our lips or to fill wrinkles.  The best collagen is your collagen.  Collagen is one of the proteins we make in response to injury.  That is the basis for most peels (chemical or laser) and for most non-ablative therapies to improve the texture and appearance of the skin.

Most of these therapies are bulk heating.  This would include IPL, ultrasound and most lasers.  Fotona has once again revolutionized the industry and collagen stimulation laser treatments with FRAC3®.

FRAC3® is a completely different technique.  It is the technique of delivering the laser beam with very high energy but very short bursts.  It results in a sub-surface, auto-selective process that targets skin imperfections within the collagen-producing layer of the skin.  The advantage here is that you are not causing wide area injury.  You are not causing injury to the more normal skin, but rather you are targeting the imperfections in the skin.  These imperfections are heated, resulting in the stimulation of collagen growth.  Collagen growth right where you need it…at the imperfections.

We have been using FRAC3® in much the same way you should be using a fitness center.  You don’t expect to get in shape in just one visit to the gym, nor should you expect your collagen to be built up in just one treatment.  FRAC3® will build your collagen over time and with no sign of treatment.  So it is the ideal “no down-time treatment” and a great maintenance treatment after more invasive therapies.

This link shows a woman who was in for laser hair removal.  We also noted texture and pigment changes.  We treated her with hair reduction settings and FRAC3® with the same Nd:YAG laser.  Note how the pigment, texture and hair have improved.
http://www.fotonamedicallasers.com/hair-rem-b-a02/

Medical Lasers For Treating Infection. Targeted and Successful!

We have had several interesting experiences with infection.  Our early experience was in treating acne.  We had great results with acne.  In fact, our results with acne treatments are staggering.  Next, we had several patients that complained of recurrent boils.  We would scan them with the Nd:YAG laser and get complete resolution despite the failure of several I&D and antibiotics.  We then had a family friend who had CABG surgery and his Saphinous vein harvest site wound would not heal.  He was several months post op and several antibiotic and debridements into it when we first saw him.  After a few scans the wounds healed up just fine.  Later we started hearing about treating onychomycosis with the laser.  We started treating it and found great results.

How can this be?  Good question! The R&D department at Fotona looked into it and found that firing the laser at bacteria or fungus had no effect on them so it is not a direct toxic effect to the infection.  What we have found rather, is that areas of infection are inflamed.  Inflammation results in more blood supply and congestion.  This blood is a good local target for the laser.  The laser heats the blood and has several effects.  One is to kill the bacteria by heat alone, another is to release immune modulating chemicals from the injured blood vessels.  This results in a reduction in the infection by heat and an increase of the immune response locally.  

So if you are treating a patient with an infection and scan over an area you will get intermittent reactions from them.  They will be quiet and comfortable if you are over an area of no infection and no inflammation.  When you move over the active infection you will get a “felt that one” response.  Laser therapy for infection is self-selective and targeted.

Contact us to find out more!