Women's wellness platform.

Husband-and-wife team Dr Ben Wade and Dr Sarah Wade founded B Cosmetics in Perth’s City Beach. The couple are both GP obstetricians – family doctors who specialise in treating pregnant women and childbirth.

The centrepiece of their Empower Women’s Health Platform is EmpowerRF: a multiplatform device that Sarah says provides a treatment option for women who aren’t suitable for or don’t wish to have hormonal therapy or surgery. ‘It can also complement existing therapy to further improve a woman’s symptoms,’ she says.

EmpowerRF uses electrical muscle stimulation (EMS) and bipolar radiofrequency (RF) to improve the symptoms of incontinence and the genitourinary symptoms of menopause (GSM).

At B Cosmetics, the team uses EmpowerRF’s three applicators to deliver a range of benefits to patients. The V Tone applicator, for example, uses EMS to strengthen and re-educate pelvic floor muscles, thereby improving the symptoms of urinary incontinence and restoring vaginal muscle tone.

Meanwhile, the Forma V delivers bipolar RF energy to the vulva and vagina, improving blood flow and increasing collagen and elastin in the treated area. The increased levels of collagen and elastin improves urethral and bladder support, relieving the symptoms of stress incontinence and rejuvenating vaginal tissue and tone.

Sarah explains that the treatments can be performed in the clinic in as little as 30 minutes with minimal downtime and are customised to suit each individual patient’s needs.

Technology addresses widespread health issues.

Although the technologies driving EmpowerRF are widely used in Europe and other parts of the world, Sarah says they’re still relatively new in Australia, particularly when used to treat GSM and incontinence.

Yet there’s clearly demand for such solutions.

Though figures vary between sources, the Continence Foundation of Australia reports one in three Australian women experience urinary incontinence – and one in three women who have had a baby wet themselves. One of the most common types that occurs mainly in women is stress incontinence: the leaking of small amounts of urine during activities such as coughing, running or laughing, which increase abdominal pressure and push down on the bladder.

There are multiple risk factors that contribute to stress incontinence, including pregnancy and childbirth, illnesses that cause chronic pressure on the pelvic floor, obesity, hormonal changes and previous pelvic surgery. ‘The symptoms can not only be disruptive to normal daily activities but can be emotionally distressing,’ adds Sarah.

Breaking down stigma.

Both Ben and Sarah hope that the EmpowerRF platform will provide women with further treatment options and help to break down persistent stigma around women’s health issues. ‘Healthcare issues such as incontinence and menopause still hide in the shadows,’ Sarah says. ‘But these are real medical conditions that deserve attention. We need to help women feel comfortable to access information and treatment options to address these life-altering symptoms.’

Likewise, women shouldn’t feel that they need to tolerate these symptoms, or they need to change their lives and give up certain activities to accommodate their health issues, she says, adding: ‘These are complex medical problems that require a multifactorial treatment approach and we need to work together with our patients to find the best solution to address their concerns and improve their quality of life.’

Beyond the physical treatment, Ben says the platform also offers mental health benefits. ‘The longer I work as a GP, the longer I've come to appreciate that how we feel physically is closely knitted to our self-confidence and our mental health. Unfortunately, we don’t have control over the ageing process. The part of cosmetics that excites us is being able to help patients recapture how young they feel on the inside and improve their self-confidence. The response in mental health is quite incredible.’

Support to make it happen.

The Empower Women’s Health Platform launched in February with the help of Josh Van Bruchem, Ben and Sarah’s financial specialist from BOQ Specialist. ‘We spoke to Josh, and we said, “We can't do this without you, my friend,”’ Ben says. ‘They were happy to help fund the machines and the fit-out of the practice.’

Indeed, Josh says the bank’s longstanding relationship with Ben and Sarah – which dates back to the couple’s university days – was a great base to launch this new arm of the business.

‘Ben is wonderful to work with because he's very strategic and constantly looking at ways to improve his business by finding gaps in the market where they can add real value,’ Josh says.

‘He approached me with the intention of purchasing these pieces of equipment. Ben is so well considered in his business decisions that if he’s behind an initiative, then I’m keen to endorse and support. That’s how we’ve always made it work.’

Ben says the feeling is mutual. ‘Josh was personable and took the time to listen to us, take the information back to the bank and really consider our proposal. Ultimately, we wouldn't have the doors open without the support of the bank, but in particular, Josh.’

Early feedback from clients has so far been very positive. ‘It can take up to a few months for the full effect of the treatment to declare itself, but so far everything is going well,’ Sarah says.

The entrepreneurial couple will continue to champion a cultural shift in how women’s health issues are perceived and treated. Looking ahead, they plan to expand their focus on women’s health.

Says Ben, ‘We see an opportunity to really make a difference in people's lives by offering a multitude of treatments.’