…beyond imagination

Delivering Unique Patient Experiences

During a patient consultation, patients position themselves in front of the Axis Three system which captures the patient’s 3D image in just seconds. Then, while the patient dresses, the patient coordinator or surgeon prepares the simulation by plotting a few points on the image and then using tools to simulate the surgical outcome. Patients experience the “wow factor” as the simulation is revealed – and patients actually see what they will look like after the procedure. They can view as many as six images at a time and look at the comparisons side by side from any angle. In fact, 91% of patients said Axis Three improved their experiences.

Features That Deliver

Axis Three’s system includes a feature set that provides surgical practices with the most accurate experience, while ensuring they have the flexibility to add their specific surgical style. For breast augmentation these include implant catalogs from the major manufacturers and flexibility to adjust placement or rotate the implant to gain the desired effect. In addition, surgeons can take pointtopoint measurements and use drawing tools to demonstrate how the surgery takes place.

The technology is complex with patented CCT^TM (Color Coded Triangulation) imaging technology developed in cooperation with Siemens Corporation and patented physicsbased TBS (Tissue Behavior Simulation) for anatomical accuracy. The result is complex technology that is intuitive for the user and delivers unprecedented patient confidence.

On The Path to Widespread Adoption

Surgical practices in North America and Europe are adopting Axis Three technology to provide unique patient experiences and differentiate themselves in increasingly competitive markets. The current, challenging world economy has made differentiation more important as patients seek more value for their precious pennies. Surgeries utilizing Axis Three report increases in revenue of 25% or more, the initial capital outlay pays for itself in just a few months of use. Demand for this technology is increasing as a direct relationship of growing patient awareness. Axis Three CEO, John Knapton commented, “Given the choice of deciding on surgery using, before and after images, photomorphing, image sculpting or a clinically based 3D simulation system, prospective patients will always choose the latter. The Axis Three system is fast becoming the standard consultation tool in surgical practices, worldwide.” Bryan Keating, the company’s Executive Chairman added, “The Axis Three team has the experience [over 100 man years] and the passion to deliver solutions that will redefine the consultation experience, becoming the ‘Hoover’ of the medical world.”

Axis Three’s comprehensive product roadmap includes software modules for additional body, invasive and noninvasive face and breast procedures including reconstruction for patients who have undergone mastectomy or partial mastectomy.

Axis Three’s corporate headquarters are in Belfast, Northern Ireland with US offices based in Boston, Massachusetts.

America may be the land of opportunity – but in business that requires an understanding of the market place and an appreciation of its culture.  Writing from Boston where she is based ALICIA RECUPERO, vice president of marketing with Belfast company Axis Three which specialises in 3D imaging for people undergoing plastic, cosmetic or reconstructive surgery, looks at the subtleties involved in a successful transatlantic business relationship

FOR many export orientated companies in the technology sector, the United States of America offers the single largest market prospect. This realization offers both opportunity and risk. Many companies, dazzled by the bright lights of far off shores can very easily drown on the crossing, burning precious cash in the process of trying to bite off more of the big apple than is practical. The American market needs fundamental understanding and real presence to produce success. The old adage, two nations divided by a common language is very true. Believing that because we both speak English will make for some easy sales in a huge market is often the first mistake (and potentially the last) many would-be exporters make.  Establish your business in your home market first, plan your expansion thoroughly from both logistics and finance perspectives and allow for “cracking” the US market to take longer than you initial anticipate; is sound advice. 

But don’t let the challenges put you off, with proper foresight; there are huge opportunities in the USA awaiting the savvy entrepreneur. Axis Three did not have the luxury of building a home market first. Focus on the plastic and cosmetic surgery markets meant we had to come to terms with the fact that the local market could not singularly sustain us. Detailed plans backed by adequate funding and experienced leadership were required, to bring 3D simulation to the third of the global market, concentrated in North America.

As Steven Covey suggests, “understand before trying to be understood”, is key to export success. Local markets in the US are as diverse as the countries of Europe.  Developing the correct pitch for each can decide your sales successes. Texas in the south, Boston in the east, Los Angeles in the west or Chicago in the mid-west all have distinctive culture and style. A “Yankee” print advertisement can be offensive to someone in the “deep south” and vice versa. The culture, language and focus of people are quite different; never mind the economics of the federal system throwing up roadblocks and pot holes that can derail the unwary traveler. Axis Three took time to “personally” understand our customer base, asking questions of key representative individuals, listening and really understanding their needs.

So, in a nutshell, the size and scale of the USA presents great opportunity but with these opportunities come challenges, both cultural and commercial, that require careful consideration. Local knowledge is key, so utilize people with experience, those who have “been there and done that”. Establish a presence; America is really quite insular and generally prefers doing business within its own borders. Less than 4 per cent of US companies actually export and over 2 per cent of these only export to Canada and Mexico!

Without the backing, advice and handson assistance of Invest NI and Belfast based VC fund manager’s Crescent Capital, Axis Three’s success as a Northern Ireland net exporter may have been very short lived. US headquarters was established in Boston, with native team members,  like myself, accruing the local knowledge and “face” of the company in America, necessary to succeed.

In any business, good communications are essential; introduce 3,000 mile of ocean and good communication becomes critical.  Avoiding creating two dysfunctional companies out of one – the “them and us” syndrome – requires thoughtful and thorough action. More communication is better than less to ensure a single team persists. While there’s no substitution for face-to-face meetings, Axis Three relies on the telephone as well as more cost-effective communication methods such as VoIP and Skype. In the funding world, differences with size, scale and culture are also oceans apart. The comfort factor of having a Northern Ireland VC when seeking US funding cannot be underestimated. In the Northeast and California, it’s not untypical to see funding applications versus offer ratios in the region of 300:1!  Axis Three is focused on leveraging the best mix of local and American talent to maximize the US market opportunity. Our small team comprises eight different nationalities, based in three countries – a wealth of culture, skill and experience to draw on; the building blocks of a truly dynamic and winning export business.  So back to the language subtleties between the US and Northern Ireland, which present sometimes unexpected and sometimes humorous results; think before you speak is the advice; that way you avoid misunderstanding at best or offence at worst. Americans tend to be prone to hyperbole and can seem overly enthusiastic.  Unless you fully understand the implications of a fender bender, carrying garbage in your trunk, the shape of your buns, or worse, be conservative in your conversations, and speak extra slowly!