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" — not disease-specific names.
Key Differentiators: Dual technology (OPE™ IPL + LM™ LLLT) in a single platform; multifactorial applications (CL-related, post-surgical, tear film); featured in TFOS DEWS III; addresses root causes, not just symptoms.
🚀 Dual-Technology Light Therapy Leader: EPI-C Plus combines OPE™ IPL and LM™ LLLT (photobiomodulation) in a single platform. Safe for most Fitzpatrick skin types, no coupling gel, upgradable OS prevents obsolescence. Generates recurring in-office revenue with low cost per patient, fast ROI, and high patient satisfaction.
Focus Your Sales Efforts Strategically
Why: Massive volumes of ocular surface inflammation, blepharitis, MGD; many building specialty dry eye practices. 30% less than Lumenis (US-only leader).
Key Benefits: OPE™ IPL + LM™ LLLT dual technology; LLLT enhances IPL outcomes4,5 and is superior to IPL alone6, painless and risk-free for all skin types1; masks at $12/treatment (500 treatments); training and marketing support included.
Independent: New revenue, differentiation. Regional: Standardized protocols. National: Enterprise programs, cost-per-location advantage.
Why: Chronic inflammatory conditions, significant blepharitis/MGD volumes, need non-pharmaceutical options.
Key Benefits: Medical-grade treatment for refractory cases; dual technology for complex presentations; periorbital application for oculoplastics; reduces chronic medication reliance.
Why: Pre/post-op inflammation drives surgical outcomes and IOL accuracy; uncontrolled inflammation degrades biometrics and tear film stability.
Key Benefits: LLLT proven prophylactically7,8 (1 pre-op/1 post-op) in healthy patients; stabilizes tear film for better biometrics; non-disruptive to surgical workflow; post-op management for cataract/LASIK.
Why: Practices with Botox/fillers are natural fits for LLLT. LLLT for anti-aging and skin rejuvenation; IPL for facial inflammation/rosacea; dual cash-pay revenue streams.
General practices without inflammation focus (lower priority unless clear interest); opticians/optical retail (only if affiliated with medical practices).
• Highest ROI: Optometrists building dry eye/specialty practices
• High-Value: Cornea/oculoplastic specialists, surgical practices, aesthetic-focused practices
• Avoid: Practices without inflammation patient volume
Understand Before You Sell
Purpose: Patient volume. Follow-up: How are you managing these now? Are patients satisfied?
Purpose: Pain points (limited options, compliance, efficacy). Follow-up: How many patients get real relief vs. just managing symptoms?
Purpose: Current tech and competitive landscape. Follow-up: What's working, what's missing? If no: What's held you back?
Purpose: Position 30% cost advantage vs. Lumenis (US-only leader). Follow-up: EPI-C Plus offers dual technology at 30% less than single-technology competitors.
Purpose: Dual-technology advantage. LLLT enhances IPL outcomes jointly4,5; superior to IPL alone6. Follow-up: Would both IPL and LLLT in one device be valuable?
Purpose: Premium construction and upgradable OS. Follow-up: Have you had devices become 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: "How's your current system? Any features you wish it had, or patients who don't respond well?"
Approach: Listen for gaps (no LLLT, capacity, non-responders). Position EPI-C Plus as LLLT-only purchase to match existing IPL, or buy-back program after LLLT trial. LLLT enhances IPL jointly4,5; superior to IPL alone6.
Proof: "EPI-C Plus gives you OPE™ IPL AND LM™ LLLT in one platform. Masks last 500 treatments at $12/treatment. Many practices run multiple devices for volume and non-responders."
Rebuttal: "Outcomes vary by device and protocol. What have you heard?"
Approach: Not all IPL is equal — OPE™ has customizable parameters. When IPL alone isn't enough, LLLT provides an additional pathway. Comparative studies prove superiority to E>Eye and IPL-only devices4,5.
Proof: "TFOS DEWS III recognized EPI-C Plus by trade name1 (rare for a guideline to mention a specific product). We can send the scientific compendium and published papers."
Approach: Calculate ROI together. Standard protocol: 4 sessions at $250 per session. Run two scenarios — a conservative floor and a realistic base case — and let the doctor place themselves on the spectrum.
Proof: "At a conservative floor of 1 new patient per month, you're at ~$952 monthly margin — payback around 53 months. Double that to 2 patients per month — still well below most practices' realistic volume once positioning is established — and you're at ~$1,904 margin with payback around 26 months. After payback, nearly every treatment dollar flows to profit."
⬆ Upside not in either scenario: Aesthetic LLLT revenue (anti-aging, skin rejuvenation), existing patient conversion in year one, and continued volume growth as practice positioning builds. Every additional patient compresses the timeline further.
Rebuttal: "Let's look at what that $6,000 delivers in treatment capacity and cost-per-treatment."
Approach: Frame as a high-capacity medical component, not a traditional consumable. $6,000 ÷ 500 treatments = $12/treatment — about 5% of a $250 session, one of the lowest ratios in the industry. Competing IPL systems often rely on disposable tips or single-use handpieces priced per treatment.
Proof: "Over the 500-treatment life of the mask, your consumable cost stays predictable and meaningfully lower than per-treatment disposable models."
Counter-Question: "What matters more — lower upfront cost, or lower cost-per-treatment over time?"
Rebuttal: "You're right that their iLight line is priced lower — worth unpacking together."
Approach: iLight IPL Pro ($49,999) + iLight LLLT Pro ($29,999) = ~$80K across two separate machines, not a single integrated platform. Their IPL is marketed primarily for aesthetic indications (hair removal, acne, pigmentation, skin rejuvenation); EPI-C Plus is FDA 510(k) cleared specifically for inflammatory conditions in the facial area and is named by trade name in TFOS DEWS III1. 11+ peer-reviewed studies support EPI-C Plus/eye-light®1,4-11; the iLight line has no comparable published ocular RCT base. Optometric Aesthetics is a small Salt Lake City vendor — long-term service continuity is a real consideration vs. Espansione Group + EssilorLuxottica Instruments Division.
Proof: "Price is only part of the story. Your clinical reputation, patient outcomes, and ability to defend your protocol with published literature all sit on top of which device you choose. EPI-C Plus is the one TFOS DEWS III names by trade name."
Counter-Question: "When a referring MD or a sophisticated patient asks what's behind your dry eye protocol, which device gives you the easier answer?"
Rebuttal: "How many patients daily mention burning, grittiness, or redness?"
Approach: Most are undiagnosed or under-treated. Screen for red eyes, CL discomfort, screen-related symptoms, and MGD. Once you offer EPI-C Plus, patients will find you.
Rebuttal: "How compliant are patients with their drops?"
Approach: Drops manage symptoms at significant annual cost to the patient (zero revenue to the practice). 3 EPI-C Plus sessions proved superior to 6 months of daily drops9 even under perfect compliance. EPI-C Plus addresses root cause via cellular healing and MGD treatment; can be adjunct to drops initially, though most patients won't need them after therapy.
Proof: "Patients spend more on annual drops than on a full treatment series — and stay drop-dependent. You offer long-term relief while generating practice revenue."
Rebuttal: "Upgradeability is built in from day one."
Approach: Light-based therapy has 15+ years of validation; LLLT/PBM just reached global consensus — early-curve adoption advantage. Upgradable OS, stainless steel body. IPL and LLLT are established technologies, not experimental.
Proof: "Technologies typically take 20–25 years to be replaced. Upgradable platform means future enhancements without replacing the entire device."
Rebuttal: "Most operators become proficient in under an hour."
Approach: Intuitive interface, automated software, 15-minute sessions, delegable to technicians, gel-free OPE™ IPL simplifies workflow. Full training included.
Proof: "Most practices have staff performing treatments independently within a week."
Win Against Key Competitors
Their Strength: US market leader (only — not global), strong brand recognition, extensive clinical data, invented IPL technology.
Our Advantage: 30% lower acquisition cost; same OPE™ IPL quality plus LM™ LLLT (they don't offer); upgradable system; minimal consumables; broader treatment versatility.
Positioning: "Lumenis invented IPL and is respected in the US, but they're not a global leader. EPI-C Plus delivers the same OPE™ IPL at 30% less, and adds LM™ LLLT that Lumenis cannot offer. The future is LLLT/PBM — shift the conversation there."
⚠️ Trap to Avoid: Don't bash Lumenis — they invented IPL. Acknowledge validation, emphasize same OPE™ core, then pivot to dual-technology advantage. Focus on what they lack (LLLT).
Who They Are: Salt Lake City vendor, OD-to-OD sales model. Two separate devices: iLight IPL Pro ($49,999, 480–690nm filters) and iLight LLLT Pro ($29,999, LED panel with 4 wavelengths).
Their Strength: Lower acquisition cost, "zero consumables" messaging, OD-to-OD training model, versatile LED color combinations.
Our Advantage: Single integrated dual-technology platform vs. ~$80K across two separate machines (two workflows, two service contracts). Their IPL is marketed primarily for aesthetic indications (hair removal, acne, pigmentation, skin); EPI-C Plus is FDA 510(k) cleared (K092734) specifically for inflammatory conditions in the facial area, with TFOS DEWS III recognition by trade name1 and 11+ peer-reviewed studies1,4-11. iLight Pro has no comparable published ocular RCT base. Backed by Espansione Group's global R&D and EssilorLuxottica Instruments Division's 36-rep U.S. infrastructure vs. a small regional vendor.
Positioning: "Optometric Aesthetics built a sensible entry-level offering, but the comparison is two separate aesthetic-focused machines at ~$80K vs. a single integrated platform purpose-built for inflammatory ocular conditions — guideline-recognized, FDA-cleared for the indication, and backed by 11+ studies. When a patient walks in for inflammatory dry eye, which platform do you want your protocol built on?"
⚠️ Trap to Avoid: Don't attack price directly — for many independent ODs, the iLight cost is genuinely attractive. Don't dismiss the OD-to-OD model either. Reframe around clinical evidence, regulatory clarity, integration, and long-term partnership. Their IPL is aesthetic-positioned with ocular use secondary; ours is purpose-built and guideline-recognized.
Their Strength: Strong aesthetic brand crossover, IPL technology, brand credibility.
Our Advantage: Purpose-built therapeutic focus (not aesthetic crossover); dual technology (IPL + LLLT); upgradable system — start with one modality, add the other later.
Positioning: "InMode has a strong aesthetic brand and brought IPL to treatment. EPI-C Plus is purpose-built FOR therapeutic use — both OPE™ IPL and LM™ LLLT in one platform that InMode doesn't provide."
⚠️ Trap to Avoid: Don't dismiss InMode's success. Differentiation is purpose-built therapeutic focus and dual technology. Position as "comprehensive platform" not "better IPL."
Their Strength: Very low price, easy online purchase, no prescription needed.
Our Advantage: Medical-grade power, precise wavelengths, patented LM™ photobiomodulation, clinical validation, combined with OPE™ IPL for MGD.
Positioning: "Consumer LED masks don't deliver real therapeutic benefit — they lack power, precise wavelengths, and clinical validation. EPI-C Plus is a medical device with patented photobiomodulation, professional LLLT, and OPE™ IPL for MGD specifically."
⚠️ Trap to Avoid: Don't dismiss patients who've tried these — they were seeking relief. Empathize, then educate on the difference between consumer gadgets and medical-grade treatment.
Positioning: "Basic IPL gives you one tool. EPI-C Plus gives you two complementary technologies — IPL for MGD and vascular effects, plus LLLT for cellular healing. When a patient doesn't respond fully to IPL alone, you have alternatives without referring elsewhere."
Positioning: "Drops manage symptoms at significant patient cost — with zero revenue to your practice. EPI-C Plus addresses root causes through improved MGD function and cellular healing, offering long-term relief while building practice revenue."
Guide Decisions, Don't Push
Best used: Growth-oriented practices building specialty services
"Inflammatory conditions affect millions, with digital device use accelerating prevalence. At the standard 4-session protocol of $250/session, even 1 new patient/month generates ~$952 monthly margin; 2/month brings payback on the ~$50K investment to around 26 months. Masks last 500 treatments — ongoing costs stay minimal and predictable. The math improves as awareness builds, existing patients convert, and aesthetic LLLT applications layer in. Does positioning your practice as a therapeutic treatment center make strategic sense?"
Best used: Prospects needing literature review
"Many clinicians review literature before equipment decisions. We can provide:
• Comparative studies proving EPI-C Plus superiority to E>Eye and IPL-only devices4,5; multiple RCTs1,10,11
• TFOS DEWS III recognition1 (rare for a guideline to name a specific product)
• Scientific compendium, direct connection to current users/KOLs, Espansione Scientific Community on WhatsApp, and KOL-led webinars
Would any of these help you make a confident, evidence-based decision?"
Best used: When skepticism remains or doctor wants tangible proof
"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. Training and marketing support are included with every purchase. Would a demo with your actual patients help?"