deka mag
Publication Director: Graziano Mancianti Registration at the Court in Florence Nr 6031 on September 6th 2016
DEKA 25 years driving progress in medicine MonaLisa Touch Proud to have changed women’s lives Hair removal has been taken to the next level with Motus AX
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Editorial Summary 1 Editorial Mauro Galli International Sales and Marketing Manager
2 Breaking news DEKA celebrates 25 years in business
3 Cool stuff MonaLisa Touch®: Proud to have changed women’s lives
4 Revolution in Hair Removal: Motus AX
5 Eyes on the market Spotlight on Kuwait
6 Inside Deka DEKA Doc Contest
7 Not to miss | events Important appointments to participate
Dear readers, I’m very glad to have the opportunity to introduce this first issue of DEKA MAG, a magazine which gives voice to our company in an attempt to create a shared culture, to spread the word outside our existing circle of our customers, patients and readers in general. It is a strong and effective communication tool because it represents our soul, which is what makes us unique. This year is our 25th anniversary. Since the founding of DEKA, back in 1991, many things have changed on the medical laser scene, and we now know much more about its potential and much more about its limits. The number of applications has expanded, especially in dermatology and cosmetic surgery, and the laser has become an increasingly popular tool among patients throughout the world, much appreciated especially for its efficacy, minimal invasiveness and ease of recovery. As a result, DEKA has evolved hugely over the years, through year-round research into new application fields that have opened up totally unexpected areas of necessity. This continuous quest for innovation was definitely the winning element enabling us here at Deka to grow and to play a leading role on the medical laser scene. It may sound crazy to talk about innovation in this country at this moment in our history. And from that point of view DEKA is a bit of a black swan, a rarity of our times. And it is this understanding that makes us believe in what we are doing and gives us the courage to forge ahead, continuing to innovate and moving forward with perseverance and courage. Also - and above all - we’d like to thank everyone who believed in us, who has worked with us, who has opened the doors of their clinics to test out our products, who was thrilled about our projects that enhance life. And that is why we have decided to tell our story, and share it with you, along with our innovations, projects and ambitions using a classical but effective instrument such as DEKA MAG. In this first issue, you will find information on our company and its 25 years in business, about our innovations and successful products, case history from the market and interesting initiatives that will require your cooperation. Our goal is to foster knowledge of our products and our company, create a sense of team spirit and strengthen relations and loyalties between the company and its target market, at least a couple of times a year (with an autumn and spring issues) and also a digital version. Welcome, DEKA MAG! The best is yet to come… Mauro Galli International Sales and Marketing Manager
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Driving progress in medicine
DEKA celebrates 25 years in business Intense years of growth, experimentation, change and evolution. 25 years, a key milestone which our men and women have helped us achieve through their expertise and passion. These have been years of round-the-clock work, coming up with new laser applications in the various medical fields we operate in. We’re now reaping the rewards, as today DEKA produces the highest number of different wavelengths for applications ranging from dermatology to surgery, but also ENT, rehabilitation medicine, urology, and endoscopic surgery. I still well remember our first successful product the KSV25S, a sealed-off CO2 laser source (which needed no external CO2 mixture tanks), which was known as the “Pirelli Tower” because it looked like Milan’s famous Pirelli skyscraper. It was the first CO2 laser to be used in Dermatology and Gynaecology to be widely available in both private and public clinics. Over the years, DEKA has continued to invest in these systems, which have taken on an increas-
ingly prominent role in our core business, becoming one of the key differentiators, adding to the reputation we have built up around the world, based on the SmartXide and SmartXide2 systems and methods such as DOT Therapy, Madonna Lift and MonaLisa Touch®. In addition to CO2, other laser sources (and so other products) have enjoyed great international success, such as SmartLipo which revolutionized the lipolysis market, while SmartEpil, Synchro REPLA:Y and the newcomer Motus AX have made their mark in the epilation field. DEKA was founded in the Tuscan city of Florence, a part of Italy which has been associated throughout history with the pursuit of perfection. In the mid-1990s we started an internationalization process that has enabled us to achieve significant growth and raise awareness of the company worldwide. Today we are present in over 80 countries, working with more than 200 professionals, with various research centres and hospitals.
DEKA’s wealth of experience and knowledge makes us an exceptional example, a core point of reference for research teams everywhere. Our tenacity and passion are still very much alive and there is a long list of projects that we intend to carry out. Our mission is to use our knowledge to make products that can further improve the quality of people’s lives. We put our knowledge to use so that we can help people, which is what drives us to seek perfection. Success is a natural consequence of that! Lapo Cirri Sales Director Italy
deka mag
Cool stuff
®
A Success Story
MonaLisa Touch : Proud to have changed women’s lives ®
Naming it after Leonardo Da Vinci’s great masterpiece appears to have been a stroke of luck. MonaLisa Touch® – the first laser treatment for the symptoms of the typical vaginal atrophy occurring during both natural and induced menopause is a great achievement, both for us and for the medical world. The laser system is the fruit of an intuition - applying a CO2 laser to the vaginal mucosa in order to replicate what usually happened during fractional face treatment; it was launched in Italy in 2012, and then spread to the rest of the world. Today MonaLisa Touch® is being used in over 60 countries worldwide, earning no less than 12 scientific publications (others are still being written), demonstrating the effectiveness of our treatment and the reliability of the technology. We have opened up a new market, creating a new trend: functional vaginal rejuvenation (not to be confused with
aesthetic rejuvenation), which aims to resolve symptoms of dryness, atrophy and vaginal burning - caused by the oestrogen drop. As the population ages, women are increasingly less likely to give in to the effects of menopause; on the contrary, they try to offset the symptoms as naturally as possible without experiencing any side effects. MonaLisa Touch® was the first product that meets this need, as it is a fast, safe, effective and pain-free treatment. This success is due to no small degree to the product’s technological excellence: unlike other types of lasers, the SmartXide2 fractional CO2 laser can achieve optimum depth of action and the right thermal effect to trigger the cell regeneration process. Indeed, the system uses an exclusive technology (PSD Technology) which modulates the laser pulse shape according to the type of tissue that needs
treating. This optimises the effectiveness of the treatment and reduces the pain felt by the patient to a minimum. As well as the product’s uniqueness, the strength of our international success lies in our understanding of the cultural differences prevailing in each country, which has allowed us to position ourselves according to the social conditions and other distinctive features which affect women’s lives in various nations. Today MonaLisa Touch® is our flagship product, accounting for approximately 40% of international sales. Here at DEKA we are looking to the future, already planning and developing other laser applications for gynaecology. We are convinced that lasers can still come up with plenty of other improvements in this area that have yet to be explored.
FOCUS ON In their own words...
“A game changer. MonaLisa Touch® is a therapy that the medical world was very much looking for.“ Dr. Mickey Karram, MD Director of Urogynecology and Reconstructive Surgery Christ Hospital, Cincinnati, Ohio - USA
“MonaLisa Touch® definitively changed my life.” Lisa, patient, 34 years old - USA
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EUREKA MOMENT! Only by DEKA
The Real Revolution in the Universe of Laser Hair Removal
Latest Product
Hair removal has been taken to the next level with MOTUS AX
effectiveness • speed • safety • simplicity
Motus AX is an exciting new player in the hair removal arena which represents a significant advancement in the present panorama of hair removal devices. A new idea based on 4 fundamental concepts: effectiveness, speed, safety and simplicity. The effectiveness of Alexandrite and Nd:YAG laser sources is scientifically and clinically recognized for photoepilation. The core of Motus AX is an Alexandrite laser at 755 nm which has been designed to produce pulses, at lower energies, but with higher repetition rate. One of the more remarkable aspects about the Motus AX is the revolutionary handpiece Moveo, an innovative and unique delivery system for laser energy which is avoiding the loss of 40% of laser energy, normally reflected back off the skin surface with standard handpieces. Moveo includes a range of 10 handpieces available with automatic spot recognition system. Equipped with an integrated skin contact cooling system and an acoustic signal on completion of the area selected,
Moveo can treat areas of 100 cm2 in under 25 seconds. The procedure available with this device have less discomfort for the patients Another advantage with Motus AX is that it can be used safely on any skin type, even darker ones. In Dr. Michela Troiano’s experience (Villa Donatello Clinic, Florence, Italy), “contrary to classical methods, use of the Moveo technology - characterized by the high energy transmission to the skin thanks to the sapphire tip, the emission at high frequencies and low fluences, and repeated passages over the same treatment area - can offer excellent results in terms of efficacy (reduction in the number of hairs), while remaining a treatment that is safe, easy and handy to use even by inexperienced operators, well tolerated by patients (largely painless) and free of side effects. Furthermore, the technique of multiple passages over the same area makes the treatment extremely uniform in its execution. As a doctor, what I like the most is the capability to carry out a treatment easily.”
deka mag
Eyes on the market dedicated to unveil the world of DEKA’s distributors to get insights that inspire action and know the key drivers better
Kuwait
Spotlight on
Rafees Azeez Executive Director, Hope4Cure Medical Services Co. Kuwait
To start with, I would like to introduce myself. My name is Rafees Azeez. I hailed from Sri Lanka to Kuwait 21 years ago. In terms of education background, I hold 2 bachelors degrees (Naleemi, BA) and a Master degree, which is a Master in Business Administration in Health Care Services (MBA - HCS). I have been working in the medical field for the last 17 years and handling lasers for 11 years - adding to my experience and knowledge about lasers. Fortunately all 11 years are with DEKA. What a beautiful journey it has been! Currently I am the Executive Director of Hope4Cure Medical Services Co., a company based in Kuwait. It has been a roller coaster ride since we entered the market in 2007. At present, we are 10 employees, from which we have 3 dedicated engineers - Eng. Riswan Shajahan, Eng. Sameer Mohammed, and Eng. Venkatesan – only for DEKA laser maintenance. We also deal with international brands and suppliers for medical cosmetic products.
Kuwait is a very small country geographically with a total population of 4 million inhabitants including 1.2 million native Kuwaiti population. Expats make up over 2.8 million population. The laser market in Kuwait is captured by all major brands from around the world. More specifically, Kuwait laser market is majorly shared by Cynosure, Candela and DEKA. Competition is getting tougher between all laser brands. Korean and Chinese manufacturers have already entered the market so the highprice of our products is affecting the sales. Since the end of 2015 the laser market is highly affected by inflation and the decline in petrol prices. We have been working for bringing DEKA to the 1st position. We have to! Therefore we are planning to order extra units to keep in stock to provide demos to clients. We are also arranging several training days in Kuwait and Italy for doctors and technicians. I can say, DEKA is a global leader in manufacturing medical lasers. Its ongoing dynamic growth is being fueled by the rapid escalation of illustrious and evolving technologies. The hard work and endless efforts of DEKA team in the growth of the company to the present levels, must be highly appreciated. Good luck for all future endeavors.
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Inside Deka DEKA APP
Most Recommended
Your Best Practice: International Medical Competition Ever at the forefront of innovation, not only for lasers!
HOW TO PARTICIPATE:
DEKA is very proud to announce an innovative event of great scientific interest – an international competition for DEKA Laser users.
Take part by submitting interesting aesthetic medicine, dermatology and plastic surgery case studies, or else just by voting for your colleagues’ case studies.
The aim of the contest is to spread the word about how to use our laser, by sharing knowledge from the case studies where DEKA devices have been used for aesthetic medicine, dermatology and plastic surgery applications.
Winners will be selected both by members of the Community participating in the competition, and by a Scientific Committee which will be assessing all of the cases based on merit and scientific interest.
We very much believe that sharing results is the first step towards improving practical knowledge, and that the laser is a tool that still offers plenty of opportunities for medical discoveries. By joining a community of experts, you will be able to share your clinical case studies and evaluate your colleagues’ cases, thus providing excellent opportunities for professional advances and visibility for your results. Today, all you need to achieve that is an App! Significant clinical case studies from all over the world can be uploaded to be assessed by the Community and by the Scientific Committee. The best case studies will win a cash prize and will be published in a White Paper.
There will cash prizes for the winners of the two contests: • Best Case Studies: the case regarded as most interesting by the Community and the Scientific Committee • Best Authors: the professional submitting the largest number of cases (1st, 2nd and 3rd prizes) Cases may be submitted from 28 September 2016 until 28 February 2017. Register now, take the opportunity to increase visibility for your work and to help spread laser culture worldwide! For more information and conditions of participation, please visit dekadoccontest.dekalaser.com or download the DEKA App from Play Store or AppStore. Download DEKA App
The ONLY way to take part in the contest is through the DEKA App.
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Not to miss | events
EADV Wien (Austria) 28 September - 2 October 2016 DEKA STAND 88
IMCAS Paris (France) 26-29 January 2017 DEKA STAND 26
AMEC 2016 Paris (France) 12th Aesthetic & Anti-Aging Medicine European Congress 21-22 October 2016 DEKA STAND E20
AMWC Montecarlo (Principalty of Monaco) 6-8 April 2017 DEKA STAND C1/C3/B2
CILAD Buenos Aires (Argentina) 26-28 October 2016 DEKA STAND 64-65
WORKSHOPS DEKA HEADQUARTERS Florence (Italy) • TriActive+ 5 October 2016 • Nd:YAG/CO2/Alex 6-7 October 2016
2nd AMWC LATIN AMERICA Medellin (Colombia) 3-5 November 2016 DEKA STAND 31
Biannual Magazine Year 1 - number 1/2016 Publication Director Graziano Mancianti Journalist Owner and Publisher DEKA M.E.L.A. s.r.l. Via Baldanzese, 17 50041 Calenzano (FI) Registration at the Court in Florence Nr 6031 on September 6th 2016
Typography LionGraf Via Dante Alighieri, 8 50041 Calenzano (FI) Graphic projects and Layout Allymind Contacts dekamag@dekalaser.com Ph. +39 055 8874942 Fax +39 055 8832884 www.dekalaser.com All the articles published can be reproduced with the authorization of the Publisher and citing the source.
DEKA M.E.L.A. s.r.l. Via Baldanzese, 17 50041 Calenzano (FI) - Italy Ph. +39 055 8874942 Fax +39 055 8832884 info@dekalaser.com www.dekalaser.com
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