A new Israeli start-up, Amis Ltd., is developing a precision imaging camera for plastic surgeons who currently lack an accurate device, even though millions of people undergo the procedures annually.
Amis CEO Eitan Zeiler and CTO Dr. Alex Bronstein founded the company a year ago. The company's product is based on technology developed by Bronstein and Prof. Ron Kimmel at the Technion Israel Institution of Technology. The technology also underpinned MediGuide Ltd. , which was acquired by St. Jude Medical Inc. (NYSE: STJ). Dr. Dov Klein, one of Israel's top plastic surgeons, joined Amis shortly after it was founded.
Describing the technology, Bronstein told "Globes", "We developed calculation tools for mapping flexible forms. The first application was for facial identification, which we sold a year ago. The second application is for plastic surgery. It is a camera and software that can provide an accurate image of the results of the surgery or cosmetic treatment. The data is also quantifiable, so doctors can use it as a planning tool for procedures."
"Globes": That's all very nice, but what is the economic advantage?
Klein: "I've been a plastic surgeon for 20 years, and what I've lacked was imaging capability. Plastic is in its infancy. Doctors work manually or use 2D tools; they cannot show the patients how they will look after the surgery. Amis's product can revolutionize the field."
Klein says that Amis's product can help doctors make diagnoses before surgery and make accurate predictions while planning the surgery. "I use the tool and see that it provides good ability for choosing the right implant or filler. In my liposuction treatments, it makes it possible to precisely calculate the volume and quantity of fatty tissue to be removed. These tools translated into great savings. The great advantage is the ability to show the final results to the patients."
How is your product different from other products on the market?
Zeiler: "In contrast to other 3D cameras, our product can not only provide images, it can accurately measure on the basis of the size of the implants and create a very accurate picture."
Bronstein: "This is technology for measuring flexible shapes. The measurement takes into account the muscle, skin tone, and 30 surgical variables. Current tools are ineffective. Surgeons work with "before and after" photo albums to show women patients pictures of other women with a similar build. There is a mismatch of patients' expectations and the final result."
Bronstein and Zeiler say that the surgical planning process is conducted by manually measuring the patient's body and doing the calculations by hand. Zeiler says, "We're offering surgical planning based on precise data, which shortens the planning process, and decisions about what to cut and where, which can be documented in case of lawsuits."
Dr. Klein has installed Amis's product at his practice. Zeiler says, "Research indicates that four years pass from the moment the decision is made to go for surgery and the procedure is undertaken. Doctors invest a lot of time in consultations before surgery, which does not always lead to surgery. Our camera enables the pre-surgical consultation to be carried out by aides and not only the doctor. The candidate is photographed and the 'after' results are obtained."
What's your business model?
Zeiler: "The business model is the camera software as a service, which is not expensive at $30,000. We'll also provide service and access to a database. In future, we'll consider collaboration. This is a huge market; in 2008, there were 6,800 plastic surgical practices, and 400,000 procedures. Worldwide, 12 million plastic procedures were carried out."
Amis has obtained a grant from the Office of the Chief Scientist and is currently seeking to raise $2 million for marketing.
Published by Globes [online], Israel business news - www.globes-online.com - on June 17, 2010
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