Dr. Eppley is both a licensed physician and dentist. He's board certified in Plastic and Reconstructive Surgery as well as Oral and Maxillofacial Surgery.

Name: Barry L. Eppley, M.D., D.M.D.
Clinic: Eppley Plastic Surgery
Medical Spa: Ology Spa 
Location: Carmel, IN 
Website: eppleyplasticsurgery.com, ologyspa.com

You're using SmartLipo technology. What do you think of SmartLipo's efficacy?

It is important to recognize that Smartlipo, like any technology, is a tool and has no magical properties. It is only as good as the skill and experience of the physician holding it. When used properly and judiciously, my experience has been that it can lead to better outcomes and less bruising. One of Smartlipo's biggest claims to fame has not been particularly useful for me...being able to do most of the procedures under local anesthesia. But this may be reflective that many of my patients are looking for treatment of multiple body areas with bigger volume reductions and it is often combined with other procedures which need to be done under general anesthesia anyways. Its biggest disadvantage is that it is a very costly device and requires extra time to pre-treat the areas before suction evacuation. Thus it requires a motivated user and one who believes that the cost and extra time to do it are worth it to their practice.

How do you evaluate and make your technology comparisons and decisions based on efficacy and cost? 

I view technologies and devices as either comparative or innovative. This means does it offer similar treatments as other technologies or devices on the market (with some claimed minor advantage) or is it the only one that can produce its aethetic effects. Most cosmetic technologies are comparative and thus must be judged primarily from a business perspective on its return on investment. Every technology costs a lot more than the price tag when you factor in labor, disposables (if they exist) and marketing. One must look very carefully at the cosmetic market and have realistic projections about what it can really generate. Very few technologies fall in line with ‘buy it and they will come’. Most sales are driven and do not magically fall off the street and through the door. This understanding allows me to apply a basic capital purchase philosophy... if it can not generate in gross sales what it cost to buy in one year or less, it is not a good business decision.

Innovative technologies, uncommon as they are, are different. Because they have less competition and offer something new, being an early adopter is less of a business risk. When the market cap is undefined, it is sometimes easier to take the risk.