EON in the Practice

March 15, 2021
Lisette Hilton

Aesthetic Authority, Technology Pipeline: Aesthetic Authority Vol. 2: No. 1 , Volume 2, Issue 1
Pages: 10

As EON touchless technology enters the practice, questions about how to market the procedure, comparison with competing devices, and evaluation of retail pricing, arise.

This is part 2 of a 2-part series.

Part 1: Rollout Begins for EON Touchless Fat Reduction Device

Claudio Sorrentino, CEO of Body Details, a chain of 12 cosmetic laser service centers operating in South Florida, says Body Details has tried several fat reduction devices, including CoolSculpting, and opted to make EON the chain’s go-to laser fat reduction device.

“The primary component always is efficacy—does it work; does it actually remove fat?” Sorrentino says. “We’ve seen on average 1 to 2 inches of fat loss after an initial treatment with the EON.”

The laser chain has had EON devices in locations since mid-2020.

Sorrentino says that it would take one CoolSculpting device 4 hours or 4 CoolSculpting devices treating simultaneously, to treat a full abdominal area that one can treat in just 60 to 90 minutes, including setup, with EON.6

Sorrentino says that based on his observations, outcomes appear to be better with EON than CoolSculpting.6

“Because of the way it stimulates fat cell death, CoolSculpting can lead to a lot of adverse reactions, including clumping which gives you a cellulite like appearance and has to be massaged out over time. There also is a lot of user or applicator error, which can cause disproportionate fat loss in some areas compared to others,” he says.6

EON’s laser-guided system is more likely to apply treatment evenly, avoiding disproportionate, clumpy or asymmetric results, according to Sorrentino.

“Fat loss is a huge market. We wanted to make sure when we entered this space, we did it with the best possible device, and that’s what we believe the EON is,” Sorrentino says.

He says there is a per use cost to the device that is paid to the manufacturer, which is similar to CoolSculpting’s revenue model, where the manufacturer takes a percentage of each use of the machine.

“But it’s a profitable service,” Sorrentino says.

Customers pay for use of the laser calculated by the number of square centimeters used in a given treatment, according to Bloomgren.

Although the suggested retail price is up to the provider to set, Dominion suggests that the cost should be roughly the same or maybe 10% more than competing technologies.

“It should be similar pricing for something like SculpSure or CoolSculpting or some of the other devices that are out there for a full abdomen. You’re looking at between $3000 and $4000 depending on the size of the treatment area and the market,” Bloomgren says.

Sorrentino says that marketing the EON is not as easy as marketing CoolSculpting because the brand does not yet have name recognition. His strategy is to market to those who search using the CoolSculpting terminology, offering them an alternative that, based on his observations, is more effective, faster, and far more comfortable.

Bloomgren says that Dominion plans to drive consumer demand through digital and electronic marketing campaigns to partner sites later this year.

“We have a lot lined up, including digital campaigns, social media, some television placement and infomercial type things,” Bloomgren says.

Dominion also is conducting studies for additional indications including the flanks and back, with the goal being full-body fat reduction, according to Bloomgren.

Disclosures

Fiala is a member of Scientific Advisory Committee for Dominion Aesthetics (noncompensated position), and Dominion Aesthetics provides funding for the EON studies he conducts.

References

  1. Dominion Aesthetic Technologies closes $23.7 million series B financing to accelerate the commercialization of EON. Press release. Cision PR Newswire.January 28, 2021. Accessed March 9, 2021. https://www.prnewswire.com/news-releases/dominion-aesthetic-technologies-closes-23-7-million-series-b-financing-to-accelerate-the-commercialization-of-eon-301217206.html
  2. Dominion Aesthetic Technologies announces FDA clearance of EON FR, non-contact body sculpting. Press release. Cision PR Newswire. June 25, 2019. Accessed March 9, 2021. https://www.prnewswire.com/news-releases/dominion-aesthetic-technologies-announces-fda-clearance-of-eon-fr-non-contact-body-sculpting-300873990.html
  3. Fiala TGS. Laser lipolysis of the abdomen: using a microprocessor controlled arm and non-contact laser system. Presented at: the American Society of Plastic Surgeons. Plastic Surgery the Virtual Meeting. October 15-18, 2020. Abstract 43751. https://asps.confex.com/asps/2020am/meetingapp.cgi/Paper/43751
  4. Coolsculpting. Coolsculpting. Accessed March 9, 2021. https://www.coolsculpting.com
  5. SculpSure. Cynosure. Accessed March 9, 2021. https://www.cynosure.com/product/sculpsure/
  6. Eon. Eon. Accessed March 12, 2021. https://www.eonlaser.com/providers/
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