Pulse October 2015 - Page 76

SUCCESS STORIES Inspiring Tales of Startups, Growth and Overcoming Hardships BY CHRISTINA BUSWELL MARLA MAROM Marketing Communications Manager • Pollogen Ltd. • Tel Aviv, Israel Inventing TriPollar RF Technology I n 2006, Dr. Zion Azar and Pini Shalev, MSc co-founded Pollogen Ltd., manufacturers of medial aesthetics products for the skin-care professional markets. Pollogen’s products are based on clinically proven TriPollar radio-frequency (RF) technology which painlessly delivers focused and optimal RF energy to the skin surface and subcutaneous fat layers in order to contour and rejuvenate the skin, reduce the appearance of wrinkles and unwanted fat deposits, improve the appearance of stretch marks, among many other benefits. Early Beginnings According to Pollogen Ltd. Marketing Communications Manager Marla Marom, the impetus that inspired Dr. Azar and co-founder Shalev to introduce an advanced RF technology to the market was their desire to provide an RF product that produced immediate results but eliminated the pain associated with using the technology. Prior to the introduction of TriPollar RF, its predecessors—monopolar and bipolar technologies—offered limited functionalities. “The monopolar and bipolar radio-frequency technologies that had existed in the market prior to the invention of TriPollar RF had two drawbacks. First, initial results were only apparent after several weeks of use. Second, the treatments were painful,” says Marom. “The success of TriPollar, third-generation RF technology, was due to its ability to demonstrate immediate and visible skin-tightening and body-contouring results, and to provide a pleasant treatment experience for patients.” Growth and Challenges In its early years, the company encountered challenges common to most startup companies, such as in generating brand awareness, developing a client base and acquiring investment capital. Despite the challenges, Pollogen’s innovative technology and ability to offer results and value to clients have helped the company thrive. “I believe that the perfect combination of effective treatments with no pain or downtime for patients, combined 74 PULSE ■ October 2015 with affordable pricing for both spa and consumer [markets], make our products stand out and really offer a win-win situation for our customers. A strong marketing strategy, [coupled with knowledgeable] marketing, sales and clinical teams, contribute to the company’s success.” But even the most innovative company can take a wrong turn in strategy. “One of the company’s most painful failures was the launch of the OxyGeneo treatment in the U.S. market. OxyGeneo is a new facial technology that provides a three-in-one facial: exfoliation, infusion and oxygenation,” says Marom. “Our mistake was to [exclusively] target dermatologists and high-end spas, advertising only in media [channels] relevant to these audiences,” she says. It was soon clear that the product is relevant to many other spa types, including day and medical spas. This prompted a change in marketing strategy. Keys to Success As a company founded by inventors, Pollogen’s key to success rests in its culture of innovation. In fact, the company introduces a new technology almost every year. One of Pollogen founders’ inventions is the first tunable solid state laser system for dermatology applications, which was implemented in all ConBio tattoo removal products as well as in Light and Heat Energy (LHE) technology, and uses lower energy levels than Intense Pulse Light (IPL), making it safer and effective. “Pollogen technologies are patented, available in more than 60 countries, and have clearances from the Food and Drug Administration (FDA), Conformite Europeenne (CE) and Canadian Ministry of Health,” says Marom. In looking ahead, Marom is hopeful that Pollogen will continue to grow its line of products and technology. “We have just introduced VoluDerm, a micro-needle RF technology that offers great face-contouring and skin-tightening results without surgery. I’m sure we will incorporate it in some of our future products. We will also continue to develop new treatments for our OxyGeneo facial,” she says. ■