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. ■