“COVID brought a demand for technology”

What has been the most popular technology advancement launched during the past 25 years?
That is a very interesting question with no, one right answer, as over this period there have been a number of key technology developments. The definite focus though has been on bringing non-surgical/non-invasive treatments to patients/clients that offer excellent clinical outcomes with greatly reduced downtime. In the early days of cosmetic/ aesthetic medicine, there was the introduction of laser specific to hair removal and skin rejuvenation, followed by the development of Intense Pulse Light (IPL) for a broad range of skin treatments across most skin types; fractional lasers that address varies skin conditions including scar revision and anti-aging but with significantly less downtime, and then the latest growth sector, the advanced delivery of radiofrequency (RF) technology to treat both minor-surgical conditions without the need for excisional surgery and the biggest potential market, the non-invasive treatment of a broad range of indications including fat reduction, skin tightening and anti-aging, coupled with the addition of Electrical Muscle Stimulation (EMS). With the dramatic change brought on by the COVID-19 pandemic, the most sought after aspects for patients/clients will involve minimally invasive and hands-free technologies. Both of these technologies provide a perfect fit to patient’s concerns: patients don’t want to have to go to hospital for surgical procedures if it can be avoided, and prefer minimally invasive procedures in the doctor’s clinic. In addition, with the hands-free technology, clinics and clients are able to maintain social distancing.

What do you predict will be the standout technology advancement in the next five years?
Non-invasive, hands-free technologies with no consumable cost that address a range of treatment indications and provide a surgical-like outcome with minimal to no downtime. InMode invested heavily in R&D a number of years ago expecting this would be the trend but the onset of the COVID pandemic brought this technology to the forefront of people’s minds and requirements.

What is the major consideration salons must consider when investing in technology for their business?
There will be a real need to be able to retain existing customers and have a point of difference to attract new clients. In order to do this, clinics will need to offer the latest technology covering a broad range of treatments so clients are not tempted to seek treatments from other providers or pressure a business in becoming involved in a price war that damages profitability.

This article first appeared in the September/October issue of Professional Beauty magazine. Download the issue here.

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