Light therapy solution for inflammatory conditions
EssilorLuxottica Instruments Division - Sales Excellence Program
INTERNAL USE ONLY - CONFIDENTIAL
🇺🇸 USA Market FDA Compliance: EPI-C Plus is FDA-cleared (K092734) for treatment of inflammatory conditions in the facial area.
Approved Messaging: Use "inflammation," "inflammatory conditions," "periorbital inflammation," or "ocular surface inflammation" instead of disease-specific names.
Key Differentiators:
• Dual Technology Leadership: OPE™ IPL (Optimal Power Energy™) + LM™ LLLT (Light Modulation™ Low-level Light Therapy/Photobiomodulation)
• Multifactorial Applications: Contact lens-related inflammation, post-surgical inflammation, inflammatory conditions affecting tear film stability
• Clinical Validation: Featured in TFOS DEWS III
• Addresses Root Cause: Underlying inflammatory mechanisms, not just symptom management
🚀 Dual-Technology Light Therapy Leader: EPI-C Plus uniquely combines OPE™ IPL (Optimal Power Energy™) and LM™ LLLT (Light Modulation™ Photobiomodulation) in a single platform — addressing the root causes of inflammatory conditions in the facial and periorbital area. Safe for most skin types on the Fitzpatrick scale, no coupling gel required, and an upgradable OS ensures the device never becomes obsolete. Generates a recurring, in-office treatment revenue stream with low cost per patient, fast ROI, and high patient satisfaction.
Focus Your Sales Efforts Strategically
Optometrists - All Practice Sizes (Especially Dry Eye/Specialty Contact Lens)
Why Priority:
• See massive volumes of patients with ocular surface inflammation, blepharitis, MGD
• Many building specialty dry eye practices
• EPI-C Plus dual technology (OPE™ IPL + LM™ LLLT) provides comprehensive treatment
• 30% less than Lumenis (US market leader only, not global)
Key Benefits:
• OPE™ IPL treats inflammation and improves meibomian gland function
• LM™ LLLT (Red wavelength): Multiple MOA including HIF-1alpha, lipid flow improvement, ATP enhancement, inflammation reduction
• LLLT enhances IPL outcomes when used jointly4,5; superior to IPL alone6 (painless, risk-free for all skin types1)
• Minimal consumables (masks: 500 treatments @ $16 USD per treatment)
• Training and marketing support included
Sub-specialty: Dry eye specialists, specialty CL fitters (CL-related inflammation), comprehensive optometry
Independent: New revenue, differentiation, 30% cost savings vs. Lumenis
Regional: Standardized protocols, predictable costs
National: Enterprise-wide programs, cost-per-location advantage
Ophthalmologists - Cornea/External Disease & Oculoplastics
Why Priority:
• Manage chronic inflammatory conditions, significant blepharitis/MGD volumes
• Need effective non-pharmaceutical options
Key Benefits:
• Medical-grade treatment for refractory inflammatory cases
• Dual technology (OPE™ IPL + LM™ LLLT) for complex presentations
• Periorbital treatment for oculoplastics
• Reduces chronic medication reliance
• Premium construction matches specialist expectations
Sub-specialty: Cornea/external disease, oculoplastics, comprehensive ophthalmology
Ophthalmologists - Cataract/Refractive Surgery
Why Priority:
• Must manage inflammation pre/post-operatively for optimal outcomes
• Uncontrolled inflammation causes poor surgical results, IOL calculation errors
• Inflammatory conditions affecting tear film stability cause suboptimal outcomes
Key Benefits:
• Pre-op inflammation management improves surgical outcomes and IOL accuracy
• LLLT proven prophylactically7,8 (1 pre-op/1 post-op) in healthy patients to prevent post-op inflammation
• Healthy patients benefit: Stabilizes tear film for better biometrics and outcomes
• Non-disruptive to normal surgery workflow
• Post-op inflammation management (common after cataract/LASIK)
Sub-specialty: Cataract surgeons, refractive surgeons (LASIK/PRK)
Aesthetic-Focused Practices
Why Priority: Practices offering aesthetic services (Botox, fillers) are natural fits for LLLT applications
Key Benefits:
• LLLT for anti-aging, wrinkles, skin rejuvenation (revenue beyond therapeutic)
• IPL for facial inflammation/rosacea treatment
• Dual cash-pay revenue streams
• Cross-selling between eye care and aesthetics
General Practices Without Inflammation Focus: Lower priority unless expressing clear interest in building inflammation services
Opticians/Optical Retail: Only if affiliated with medical practices
• Highest ROI: Optometrists building dry eye/specialty practices
• High-Value: Cornea/oculoplastic specialists, surgical practices (pre/post-op), aesthetic-focused practices
• Avoid: Practices without inflammation patient volume
Understand Before You Sell
Purpose: Uncover patient volume for inflammation treatment
Follow-up: How are you currently managing these conditions? Are patients satisfied?
Purpose: Identify pain points (limited options, compliance, efficacy)
Follow-up: How many patients achieve real relief vs. just managing symptoms?
Purpose: Assess current technology and competitive landscape
Follow-up: What do you like? What's missing? If no: What's held you back?
Purpose: Position 30% cost advantage vs. Lumenis (US market leader only)
Follow-up: EPI-C Plus offers professional-grade dual technology at 30% less than single-technology competitors
Purpose: Position dual-technology advantage (OPE™ IPL + LM™ LLLT). LLLT enhances IPL outcomes when used jointly4,5; superior to IPL alone6
Follow-up: Would having both IPL and LLLT in one device be valuable?
Purpose: Highlight premium construction and upgradable system
Follow-up: Encountered devices becoming obsolete?
Connect Features to Customer Outcomes
Feature: Optimal Power Energy™ Intense Pulsed Light - painless periorbital treatment, reaches deeper tissue without protective gel
Benefit: Treats meibomian gland dysfunction, improves circulation, reduces visible inflammation, enhances tear film stability
Impact: Addresses root cause → Long-term relief → Streamlined gel-free treatment
Feature: Light Modulation™ photobiomodulation with Red wavelength - non-invasive, painless, risk-free for all skin types
Benefit: Multiple MOA:
• HIF-1alpha factor (hypoxia-related)2
• Lipid flow improvement (through heat)2
• Mitochondrial activity enhancement (ATP)2,3
• Inflammation markers reduction2
• Enhances IPL outcomes when used jointly4,5
• Superior to IPL when used alone6
Impact: Enhanced cellular function → Visible symptom improvement → Prophylactic use in healthy surgical patients (1 pre-op/1 post-op) prevents post-op inflammation7,8
Feature: Stainless steel body, upgradable OS, developed in-house by Espansione Group
Benefit: Long-term durability, future-proof technology, no obsolescence, ongoing support
Impact: Protected investment → Consistent performance → Lower total cost of ownership
Turn Concerns Into Opportunities
Rebuttal: "Excellent - you're already using light therapy. How's your current system? Any features you wish it had or patients who don't respond well?"
Approach:
• Listen for gaps: no LLLT options, capacity issues, want alternatives for non-responders
• Consider buying EPI-C Plus as LLLT-only device to match existing IPL, or buy-back program to retire old IPL after LLLT trial
• LLLT enhances IPL outcomes when used jointly4,5; superior to IPL alone6
Proof: "EPI-C Plus gives you OPE™ IPL AND LM™ LLLT (Red wavelength) - comprehensive platform. Masks last 500 treatments at $16 USD per treatment. Many practices run multiple devices for volume and non-responders."
Rebuttal: "I understand - outcomes vary by device and protocol. What have you heard?"
Approach:
• Not all IPL devices equal - OPE™ technology with customizable parameters
• When IPL alone isn't enough, LLLT provides additional pathway
• Direct to literature: Comparative studies prove superiority to E>Eye, IPL-only devices4,5; wide number of RCTs
Proof: "Multiple studies show IPL effectiveness. TFOS DEWS III recognized EPI-C Plus1 (rare for guideline to mention specific product). We can send scientific compendium and published papers. LLLT as backup means you're not limited to one approach."
Approach: Calculate ROI together. Typical protocols: 4-6 sessions. At 2-4 patients daily, recover investment in under 12 months. Minimal consumables ($16 USD per treatment for 500-treatment masks).
Proof: "At just 2 patients daily, you recover investment in under a year. Nearly every treatment dollar flows to profit after payoff."
Rebuttal: "Let's look at what that $8,000 USD delivers in treatment capacity and cost-per-treatment."
Approach:
• Frame as high-capacity medical device, not traditional consumable
• Cost analysis: $8,000 ÷ 500 treatments = $16 USD per treatment
• Compare to disposable handpieces: often $50-100+ per treatment
• At $300 per session, $16 consumable = only 5.3% of revenue (extremely favorable)
• Mask longevity: less ordering disruption, fewer supply chain concerns, predictable costs
Proof: "At 500 treatments per mask, cost is $16 USD per treatment. If charging $300 per session, that's 5.3% for consumables - one of lowest in industry. Over 500 treatments, you save $17,000-42,000 USD vs. higher per-treatment costs."
Counter-Question: "What matters more - lower upfront cost, or lower cost-per-treatment over time?"
Rebuttal: "Really? Studies show massive prevalence of inflammatory conditions. How many patients daily mention burning, grittiness, or redness?"
Approach: Many patients undiagnosed or under-treated. Screen comprehensively: red eyes, CL discomfort, screen-related symptoms, meibomian gland issues. Once you offer EPI-C Plus, patients will find you.
Rebuttal: "Let's talk about patient experiences with drops. How compliant are they?"
Approach:
• Drops = symptom management costing patients hundreds to thousands annually (your practice makes $0)
• Study proves 3 EPI-C Plus sessions superior to 6 months daily drops9 (even in perfect compliance)
• EPI-C Plus addresses root cause through cellular healing and MGD treatment
• Can be adjunct to drops initially, but patients likely won't need drops after therapy
Proof: "Our study proves 3 sessions are superior to 6 months of drops. Many patients spend more on drops annually than complete treatment series - and they're still drop-dependent. You offer long-term relief while generating practice revenue."
Rebuttal: "That's why we built upgradeability in from day one."
Approach:
• Technologies take 20-25 years to be replaced
• LLLT/PBM just at its beginnings - just reached global consensus
• Now is the time to be ahead of the curve before massive adoption
• Upgradable OS, stainless steel lasts decades
• IPL and LLLT are established, proven technologies (not experimental)
Proof: "Light-based therapy has 15+ years of validation. Technologies take 20-25 years to be replaced - LLLT/PBM just at its beginnings. Now is the time to lead. Upgradable platform means future enhancements without replacing entire device."
Rebuttal: "What if most operators become proficient in under an hour?"
Approach: Intuitive interface, automated software, 15-minute sessions, can delegate to technicians, comprehensive training included, no gel application with OPE™ IPL simplifies workflow
Proof: "Full training included. Most practices have staff performing treatments independently within a week. Automated protocols and gel-free application minimize learning curve."
Win Against Key Competitors
Their Strength:
• Market leader in US only, nowhere else
• Strong brand recognition in US
• Extensive clinical data
• Invented IPL technology
Our Advantage:
• 30% lower acquisition cost
• Same OPE™ IPL quality, PLUS we have LLLT (they don't)
• They can't offer LLLT/PBM - that's where the future is
• Upgradable system, minimal consumables
• Broader treatment versatility
Positioning: "Lumenis invented IPL and is respected in the US market, but they're not a global leader. EPI-C Plus delivers same OPE™ IPL technology at 30% less - and adds LM™ LLLT (Red wavelength) that Lumenis cannot offer. For complex cases or non-responders, you have additional therapeutic options. The future is LLLT/PBM - that's where we should shift the conversation."
⚠️ Trap to Avoid: Don't bash Lumenis - they invented IPL. Acknowledge validation and US market position, emphasize same OPE™ core technology, then pivot to dual-technology advantage and value. Focus on what they lack (LLLT). They are US leader only, not global.
Their Strength: Strong aesthetic market presence with crossover, IPL technology, brand credibility
Our Advantage:
• Purpose-built for therapeutic treatment (not aesthetic crossover)
• DUAL technology: IPL PLUS LLLT with Red wavelength
• Light Modulation™ technology for enhanced therapeutic effect
• Upgradable system: start with IPL or LLLT, add other later
• Dedicated therapeutic focus vs. aesthetics-first
Positioning: "InMode has strong aesthetic brand and brought IPL to treatment. EPI-C Plus is purpose-built FOR therapeutic use - we offer both OPE™ IPL AND LM™ LLLT that InMode doesn't provide. For complex cases or patients who don't fully respond to IPL alone, you have additional modalities. Plus our system is upgradable. You get dedicated therapeutic platform with more options."
⚠️ Trap to Avoid: Don't dismiss InMode's success. Differentiation is purpose-built therapeutic focus and dual technology (IPL + LLLT) vs. IPL only. Position as "comprehensive platform" not "better IPL."
Their Strength: Very low price, easy online purchase, no prescription needed
Our Advantage:
• Medical-grade device with professional power
• Precise wavelengths, proven clinical efficacy
• Patented LM™ photobiomodulation
• Combined with medical-grade OPE™ IPL for MGD
• Supervised professional treatment protocols
Positioning: "Consumer LED masks don't work for real therapeutic benefit - they lack power, precise wavelengths, clinical validation. They're not safe. They're not medical devices (basically a toaster - like trying to achieve laser eye correction with a $10 laser pointer you play with cats with). EPI-C Plus is medical device with patented photobiomodulation backed by research. Plus we combine professional LLLT with OPE™ IPL specifically for meibomian gland dysfunction. Patients are free to try consumer devices and see they don't work."
⚠️ Trap to Avoid: Don't be dismissive of patients who've tried these - they were seeking relief. Empathize, then educate on difference between consumer gadgets and medical-grade treatment. Focus on clinical efficacy, professional power, addressing root causes.
Positioning: "Basic IPL devices give you one tool. EPI-C Plus gives you two complementary technologies - IPL for meibomian gland dysfunction and vascular effects, plus LLLT for cellular healing. When a patient doesn't respond fully to IPL alone, you have alternatives without referring them elsewhere."
Positioning: "Traditional treatments like drops have their place, but they're symptom management costing patients hundreds to thousands annually - with zero revenue to your practice. EPI-C Plus addresses root causes through improved meibomian gland function and cellular healing. OPE™ IPL reaches deeper tissue without gel. You're offering potential long-term relief while building practice revenue."
Guide Decisions, Don't Push
Best used: Growth-oriented practices building specialty services
"With inflammatory conditions affecting millions and digital device use increasing prevalence, this is a massive growing market. Based on your patient volume, if you treated just 2-3 patients daily with typical 4-6 session protocols, you'd generate significant annual revenue. EPI-C Plus pays for itself in 8-12 months, and with masks lasting 500 treatments, ongoing costs are minimal. Does positioning your practice as a therapeutic treatment center make strategic sense?"
Best used: Clinically-focused doctors prioritizing patient outcomes
"You mentioned wanting better solutions for patients. EPI-C Plus gives you both IPL and LLLT in one device - whether patient has MGD-related, inflammation-driven, or mixed presentations, you have treatment options. How important is it that you can customize treatment for each patient's specific condition?"
Best used: Competitive practices wanting differentiation
"More practices are adding light therapy every month as awareness grows. The question is whether you want to lead this trend in your area or follow. EPI-C Plus positions you as comprehensive treatment center offering advanced therapeutic solutions. How do you want your practice to be known when patients research treatment options?"
Best used: Prospects needing literature review
"Many clinicians need to review literature before equipment decisions. We have:
• Comparative studies proving EPI-C Plus superiority to E>Eye, IPL-only devices4,5
• Wide number of RCTs proving efficacy1,10,11
• TFOS DEWS III recognition1 (rare for guideline to mention specific product)
• Scientific compendium and published papers available
Additionally:
• Connect you to current users/KOLs via direct call
• Espansione Scientific Community on WhatsApp (users and scholars)
• Webinars featuring world-class KOLs presenting clinical trial results
Would any of these resources help you make a confident, evidence-based decision?"
Best used: When skepticism remains or wanting tangible proof
"I can tell you're interested but want to see results with your own patients. What if we arranged a demonstration day at your practice? You could treat a few patients, see symptom improvement firsthand, and your staff can experience ease of operation. We include comprehensive training and marketing support with every purchase. Would a demo with your actual patients help you make a confident decision?"