Today we’re spending time with aesthetic laser professional Devin Foggo, Alma’s representative in Virginia, West Virginia, Maryland and D.C. With such a diverse population to take care of, Devin stays very busy. But he was good enough to share some time with us and discuss cosmetic lasers, the aesthetic business and being successful in an ever-changing industry.

A.L. Thanks for joining us at our blog, Devin. Tell us a little about your philosophy when it comes to taking care of customers.

Devin Foggo: My philosophy is straight-forward: be sincerely customer centric. I have been successful partnering with providers because I listen more than I talk. Alma has a wide product offering and it’s important to understand the needs of the provider’s business, especially in relation to what the provider wants to achieve, to match the need to the right device. Capital equipment is an important purchase and it’s important to get it right. Very often, we have to take a question-based approach to match the provider to the right investment, one that truly increases ROI. In some cases, we’ve identified barriers to achieving success and been able to remove them prior to the purchase. The work is worth it because it’s to benefit the provider.

A.L. Buying a new cosmetic laser is an important decision, agreed. Are you at liberty to share any recent success stories?

Devin Foggo: Sure. Recently, I helped a new practice, Radova Lifestyle. This practice was evaluating face and body treatments and wanted an investment that would fit for the long run. They evaluated a lot of devices. We also took into consideration their existing offering and the devices already in-house. In this case, Alma’s vShape made the most sense.

The vShape current capabilities make it a winner. Alma’s philosophy of creating expandable, customizable platforms gives vShape great potential, as well. This is always important to providers. We want locations to enjoy success for the long-haul, not over a few short months. Finally, the vShape requires no consumables; and this alone can help a laser provider achieve a faster breakeven and better ROI.

A.L. Total cost of ownership, including the per-treatment disposables, should always be a consideration. Do you see that fact becoming even more important in the future?

Devin Foggo: Most likely, yes. Once upon a time, disposable were a necessary evil. That’s simply no longer the case. The Soprano ICE, with the addition of the Alex module, is a great example. Whether a hair removal* provider prefer diode or alexandrite, the Soprano ICE put the technology at their fingertips without expensive disposables. The industry has needed this kind of solution for a long time.

A.L. Is the Soprano ICE your favorite part of Alma?

Devin Foggo: Now that’s a great question. I do love the Soprano ICE and its advantages. I love the JuVaShape Lifestyle program implemented with our vShape platform, too. But I’ve been a fan of the Harmony XL for quite some time. The machine can do so much for a provider and, with its adaptability, really position someone for long-term success. Whether a provider is concentrating on skin resurfacing or age spots – or both, the Harmony XL can be a cornerstone of the entire office.

A.L. With the number of locations you take care of and the increasing demand for cosmetic laser technology, you obviously stay busy. Do you ever have time for a little fun?

Devin Foggo: I used to have time to play golf. Now, more than anything, I enjoy raising my children alongside my wife. My five year old, Molly, began kindergarten this fall. Molly’s two year old sister, Emily, is enjoying preschool. Watching them grow, learn and have fun together gives me more satisfaction and motivation than anything. I don’t want to miss a thing. If I could freeze time, I would.

Click here to speak with Devin Foggo or your Alma Lasers professional about vShape, Soprano ICE, Harmony XL and how Alma Lasers can help your practice achieve its goals today.

*Permanent reduction in hair re-growth, defined as a long-term, stable reduction in the number of hairs re-growing when measured at 6, 9 and 12 months after the completion of treatment regimen.