CONFIDENTIAL

Caress Flow — Investment Brief

For Dr Gemma Lewis MRCS MRCGP · Clinical Director, DoctoriumGP Derby

Strong opportunity — act now
Zero Caress Flow competition in the East Midlands. First-mover window open.
No Caress Flow clinic within 55 miles of Derby. ~130,000 women aged 40–64 in the catchment. Two warm patient referrals from Lawmed arriving Monday 11th May. 12-week free trial with 15 consumables agreed. Training confirmed with Ellie Edwards (Lawmed) on 11th May. The only decision left is whether to rent or buy after the trial.

What is Caress Flow?

The treatment

A 15-minute, two-phase treatment delivered via single-use disposable cannula. Phase 1 (10 mins): high-concentration molecular oxygen reactivates microcirculation and promotes tissue regeneration. Phase 2 (5 mins): low molecular weight hyaluronic acid (vaginal-specific formulation) restores hydration and elasticity.

No heat. No laser. No RF energy. No ablation. All natural substances. No anaesthetic. No downtime. No restrictions post-treatment.

Conditions treated

Vulvo-vaginal atrophy (GSM)85% improvement
Urinary incontinence81% reduction
Recurrent candidiasis94% absence at 3mo
Lichen sclerosis83% improvement
Vestibulitis79% improvement
Post-cancer patients (tamoxifen)Only safe option

The Deal

Trial Length
12 wks
Free — no upfront cost
Free Consumables
15
3 patients × 5 treatments
Training Date
11 May
Ellie attending in person
After Trial
£450/mo
Rent + £45/treatment consumable

Market Context

👩
~130,000 target women
Ages 40–64 within 1-hour drive of Derby
🏥
Zero local competition
No Caress Flow within 55 miles. Nearest: Lymm, Cheshire
📈
22% CAGR market
UK vaginal rejuvenation: £38m (2023) → £153m (2030)
🎗️
Cancer survivor niche
Only safe option for tamoxifen/AI patients — CO2 laser contraindicated
📬
2 warm patients ready
Stoke + Leicester — Lawmed-referred, arriving 11th May
💊
40–54% of post-meno women
Have GSM symptoms. Only 25% currently receiving any treatment

Device Comparison

How Caress Flow compares to MonaLisa Touch, EmFemme 360 — and how all three fit DoctoriumGP's portfolio

Important context for DoctoriumGP: You already own and operate the BTL EmFemme 360. Caress Flow is not a replacement — it is a complementary treatment targeting overlapping but distinct indications. Together, they give DoctoriumGP the most comprehensive intimate wellness offering in the region. Caress Flow treats conditions EmFemme 360 cannot (candidiasis, lichen, HPV) and vice versa (EmFemme 360 is stronger for laxity/tightening). Offer both; let Gemma's clinical assessment guide which is appropriate.

Head-to-Head

BTL EmFemme 360
BTL Aesthetics · Czech Republic · DoctoriumGP already owns
YOU HAVE THIS
Technology
360° Radiofrequency (RF)
Machine cost
Already purchased
Per-treatment cost
Minimal (no consumable)
Patient course price
£1,550 (course of 3)
Per session price
~£517
Sessions
3 × sessions
Session duration
30 minutes
Anaesthetic
None needed
Pain level
Mild warmth
Downtime
None
Post-sex restriction
~1 week advised
Conditions
Laxity, incontinence, dryness, sensation
Post-cancer safe
Caution advised
Evidence depth
Moderate (mostly manufacturer)
UK clinics
50+ established
MonaLisa Touch
DEKA · Florence, Italy · Distributed by Cynosure
£25–30k machine
Technology
Fractional CO2 laser
Machine cost
£25,000–£30,000 new
Per-treatment cost
Consumable tips ~£50–80
Patient course price
£1,720–£2,200 (3 sessions)
Sessions
3 × 6 weeks apart
Session duration
20–30 minutes
Anaesthetic
Yes — topical/local
Pain level
Moderate discomfort
Downtime
2–5 days restricted
Post-sex restriction
5–7 days per session
Conditions
Atrophy, dryness, mild incontinence
Post-cancer safe
Often contraindicated
Evidence depth
Strongest (16+ RCTs)
UK clinics
100s — well established

Strategic Summary

Caress Flow vs MonaLisa Touch

MonaLisa Touch is the gold standard for evidence but costs £25–30k upfront and requires a trained laser operator, anaesthetic, and 5+ days downtime per session. Patients actively choosing between them will favour Caress Flow for convenience. At £1,000 (course of 5) vs £1,720–£2,200 (course of 3), it is dramatically cheaper — and patients get more sessions. The breast cancer survivor cohort cannot use laser at all — Caress Flow owns this group entirely.

Caress Flow + EmFemme 360 Together

These two devices are complementary, not competing. EmFemme 360 is strongest for laxity and tightening (RF thermal remodelling) at £1,550 for a course of 3. Caress Flow is strongest for dryness, infection, and conditions where energy devices are inappropriate (e.g. lichen sclerosus, HPV) at £1,000 for a course of 5. A patient with post-menopausal dryness + mild laxity might benefit from both — a combined package of ~£2,350–2,550 positions DoctoriumGP as a one-stop intimate wellness clinic. No competitor locally offers both modalities.

UK Clinics & Pricing

All known Caress Flow UK providers, plus local competitor treatment pricing

Caress Flow — All UK Clinics (10 confirmed, May 2026)

ClinicLocationPer SessionCourse (×5)Distance from DerbyNotes
Vie AestheticsHolborn, London£250£1,000~130 milesFlagship UK clinic
Vie AestheticsHarley Street, London£250£1,000~130 miles
Vie AestheticsRayleigh, Essex£250£1,000~130 miles
CMA ClinicFulham Road, London~£250~£1,000~130 milesPricing assumed
Talking LongevityDidsbury, ManchesterPOAPOA~55 milesNearest competitor
Talking LongevityLymm, CheshirePOAPOA~55 miles
Talking LongevityLeigh, Greater ManchesterPOAPOA~65 miles
Talking LongevityFulham Road, LondonPOAPOA~130 miles
Ejoli ClinicBeverley, East YorkshirePOAPOA~80 miles
Wiltshire Women's Health HubSwindon, Wiltshire£199 (ANP)
£249 (consultant)
POA~110 milesBudget end
DoctoriumGP ← YOUDerby, DE1£150 intro → £275£750 intro → £1,000 (×5)LocalOnly Midlands clinic

DoctoriumGP will be the 11th UK clinic and the only one in the East or West Midlands, Derbyshire, Nottinghamshire, Leicestershire, Staffordshire or South Yorkshire.

Local Competitor Treatments — Derby Catchment (within ~50 miles)

ClinicLocationTreatmentPer SessionCourse PriceDist. from Derby
DoctoriumGPDerby DE1BTL EmFemme 360 (RF)~£517£1,550 (×3)Local
DoctoriumGPDerby DE1BTL EmsellaTBC*TBC*Local
New U Incontinence ClinicNottingham NG16BTL Emsella ×6~£200£1,200~14 miles
Lipo SculptNottinghamFemiWand HIFU£359–£399N/A~14 miles
Healand ClinicLeicester LE1O-Shot / PRP£599Single session~30 miles
MUMS ClinicSolihull B91BTL Emsella ×6£60£360 — outlier~35 miles
ThermiVa Care UK @ MUMSSolihull B91ThermiVa RF ×3POA~£2,350~35 miles
Harley Skin & LaserStoke-on-TrentUltra Femme 360 ×4£1,000–£1,200~35 miles
Eve ClinicsLeamington SpaMonaLisa Touch CO2 ×3£625£1,650~38 miles
The Women's Health ClinicBirmingham B15Nu-V CO2 laser ×3 (nurse)£400£1,200~40 miles
The Women's Health ClinicBirmingham B15Nu-V CO2 laser ×3 (doctor)£600£1,800~40 miles
VIVO Body StudioBirminghamFemiWand HIFU£149N/A~40 miles

* DoctoriumGP Emsella pricing not publicly listed. Confirm in Pabau and add here. EmFemme 360 pricing confirmed from Pabau: £1,550 course of 3 (Dr Gemma Lewis, 30 min). Green rows = DoctoriumGP own treatments.

Pricing strategy (agreed by Gemma & Ade): Launch at £150/session during the 12-week trial to generate buzz and fill early slots. Patients booking a course of 5 get a reduced block rate (~£750). After the trial, move to £275/session (£1,000 course of 5) as the standard price. This undercuts every London Caress Flow clinic and is dramatically cheaper than MonaLisa Touch (£1,720–£2,200 for only 3 sessions). Being the only Caress Flow provider in the Midlands means DoctoriumGP sets the regional benchmark — and the intro price creates urgency to book early.

ROI & Break-Even

Two-phase pricing agreed: £150/session during 12-week trial → £275/session standard. ROI shown at standard rate (£275). Trial phase will be lower revenue but fills the pipeline.

⚡ The headline number: you need just 2 treatments per month to cover the machine cost
2
treatments/month to cover £450 rent
£230
gross margin per treatment at £275 (after £45 consumable)
Day 1
profitable from the first paying patient

Realistic Scenario — 5 Treatments/Week (at standard £275)

Annual Treatments
260
5 × 52 weeks
Annual Revenue
£71,500
260 × £275
Annual Net (Rent)
£54,400
After consumables + £450/mo rent
Monthly Net
£4,533
From month 4 at standard pricing

Interactive Calculator

Adjust the variables
Default = standard pricing (post-trial). Use £150 to model trial phase revenue.
5tx/wk
£275
£45/tx
Annual Revenue
gross
Year 1 Net Profit
after all costs
Break-even
3-Year Total
inc. top-up returns

Scenario Comparison — Standard Pricing (£275/treatment, from month 4)

UtilisationTx/yrRevenueConsumablesNet (Rent £450/mo)Net (Lease £300/mo)Break-even
Minimal (2/wk)104£28,600£4,680£18,520£20,320Immediate
Realistic (5/wk) ← planning basis260£71,500£11,700£54,400£56,200Immediate
Stretch (8/wk)416£114,400£18,720£90,280£92,080Immediate
Ade says unlikely (10/wk)520£143,000£23,400£113,800£115,600Immediate

Trial phase (first 12 weeks at £150): same volume, revenue ~55% of above. Still profitable — consumable-only cost is covered by treatment 1. Use the calculator above with £150 to model trial revenue exactly.

3-Year Projection (Realistic — 5 tx/week)

Rent model. Year 2 includes top-up sessions from Year 1 patients (+£14,300). Year 3 compounds further (+£28,600 from Yr1+Yr2 returning). Consumables £45/treatment throughout.

Patient Volume Needed

To cover rent (£450/mo)
2
treatments per month — absurdly easy
To earn £50k/year net
~11
treatments per week (about 2 new patients)
Realistic 5/wk = new patients
1/wk
One new patient starting a course each week

Go-to-Market Strategy

Lead with the symptom. Close with the solution. No one searches "Caress Flow" — they search "vaginal dryness".

Search volume reality: "Vaginal dryness" — 4,000–6,000 UK searches/month. "Vaginal rejuvenation" — 1,000–2,000/month. "Caress Flow" — near zero. Market with symptom language: vaginal dryness, intimate dryness, bladder leakage, pelvic floor. Never lead with device names or clinical terms like "GSM".

Marketing Assets — Already Available from Lawmed

Social media templates
Google Drive link shared by Ellie: drive.google.com/drive/u/1/folders/1Q2KdnrGYt2IRFsUw5IJQgTz1ITERz0Un
Patient leaflets
Being posted to 4 Woburn House, Vernon Gate, Derby DE1 1UL
Derby added to Lawmed clinic locations
Ellie adding today — patients searching for local Caress Flow will find DoctoriumGP immediately
Instagram collab video — Gemma to record
Dr Gemma introduces Caress Flow at DoctoriumGP. Posted as collab across @Caressflowuk_Lawmed + @its_about_time_me. Arrange before/after 11th May.
Meta ads support
Lawmed run targeted Meta ads for clinics who take a machine. Discuss activating this once trial is underway.

Top Keywords to Target

High-volume symptom terms

vaginal dryness (4–6k/mo)
urinary incontinence (5–8k/mo)
vaginal dryness menopause (1.5–2.5k)
vaginal dryness treatment (800–1.5k)

Commercial intent terms

pelvic floor treatment (1–2k/mo)
vaginal rejuvenation (1–2k/mo)
bladder leakage treatment (800–1.5k)
ThermiVa / Votiva (300–600/mo)

Decision & Actions

Everything agreed, confirmed, or still outstanding

🟢
Recommended approach
Rent at £450/month after the 12-week trial. Profitable from day one.
Outright purchase (£13,500) is better long-term but requires capital we don't currently have. Rent is profitable from the second patient ever treated (two treatments covers the monthly fee). If by month 3 we're running at 5+ treatments/week, revisit purchase. For now: rent is correct.

Status of All Key Items

Training date — 11th May confirmed ✓
Ellie attending in person. Training ~1 hour. Leicester patient = first treatment on the day — Ellie will book her in ~1 hour after training starts and will stay to support. Stoke patient = separate referral — Ellie called her to introduce DoctoriumGP; she comes after training as an early paying patient. Ellie staying locally Sunday night.
12-week trial with 15 free consumables — agreed
3 patients × 5 treatments at zero consumable cost. Loan agreement being prepared by Lawmed.
Geographic exclusivity — confirmed in writing ✓
Ellie's email (27 Apr): "We can offer geographic exclusivity for your area to ensure you have a clear competitive advantage." Needs to be formalised in the loan agreement. Requested: Derbyshire, Nottinghamshire, Leicestershire, Staffordshire, South Yorkshire.
Insurance — no issues expected
No practitioner has had problems. Send MHRA documentation + Caress Flow consent form to insurer. Ellie will provide documents.
!
Pricing structure — agreed by Gemma & Ade ✓
Trial period (12 weeks): £150/session. Patients booking a course of 5 get a reduced block rate (~£750). Goal: generate buzz, fill slots, build case studies. Standard pricing from month 4: £275/session, £1,000 course of 5. Gemma's suggestion; Ade agreed 6 May 2026.
!
Gemma to call Leicester patient before 11th May
Ellie will send contact details. Pre-consultation call to discuss symptoms makes the training day smoother and allows correct protocol to be selected.
!
Loan agreement — not yet received
Ellie confirmed it was being prepared (28th April). Chase if not received before 9th May.
Instagram collab video — record with Gemma
Dr Gemma introduces Caress Flow to DoctoriumGP. Post as collab with @Caressflowuk_Lawmed and @its_about_time_me. Aim to have live by 11th May or the week after.
EmFemme 360 pricing — confirmed ✓
£1,550 course of 3 sessions (Dr Gemma Lewis, 30 min each). ~£517/session. Updated in device comparison and competitor table.
Exclusivity terms — negotiate in rental agreement
Before signing the ongoing rental agreement, formally define the geographic exclusivity area. Suggest: Derbyshire, Nottinghamshire, Leicestershire, Staffordshire, South Yorkshire.
GEMMA — ACTION REQUIRED
Proposed email to Ellie (Lawmed) — approve, amend, or decline before it's sent
The email below is ready to send to Ellie Edwards at Lawmed ahead of the 11th May training day. It covers the outstanding questions we need answered before then. Please read it and let Ade know if you're happy to send as-is, want anything changed, or want to hold off.
TO: ellie@lawmed.co.uk  ·  FROM: ade.whetton@phwltd.com  ·  SUBJECT: Caress Flow — Training Day Prep & A Few Things Before the 11th

Hi Ellie,

Really looking forward to the 11th — we're getting everything ready on our end.

Loan agreement
You mentioned it was being prepared on the 28th April — could you send it over before the 9th May so we have a chance to review before you arrive? In your earlier email you offered geographic exclusivity for our area, which we're very keen to have formalised. Could that be included in the loan agreement? We'd suggest covering Derbyshire, Nottinghamshire, Leicestershire, Staffordshire and South Yorkshire.

Leicester patient — pre-call with Gemma
We'd like Gemma to have a brief phone call with the Leicester patient before the 11th to discuss her symptoms and agree the right protocol — that way the training day runs more smoothly. Could you send her contact details across so Gemma can get in touch this week?

Insurance documentation
Could you send over the MHRA technical specifications and the Caress Flow patient consent form? We'll pass them to our insurer straight away.

Thanks — see you on the 11th.

Best,
Ade Whetton
Managing Director, DoctoriumGP

✓ Happy to send — let Ade know
✎ Want changes — WhatsApp Ade
✗ Hold off — WhatsApp Ade