Detroit, Mich. – April 28, 2011 – PhotoMedex has selected Airfoil Public Relations to cultivate consumer and physician demand for its XTRAC® (NASDAQ: PHMD) Excimer Laser.  PhotoMedex is a leader in the development, manufacturing and global marketing of dermatology products and cost-effective medical devices that promote better outcomes.  Airfoil, with offices in Southfield, Mich. and Mountain View, Calif., is an independent firm specializing in marketing communications and public relations for technology companies.

“Airfoil’s direct experience in and understanding of the medical device industry, point-of-care offerings and aesthetics and disease management will be crucial as PhotoMedex works to engage consumers and physicians about the unique and differentiating value of the XTRAC® laser,” said John Schaffer, senior director for XTRAC marketing and business development for PhotoMedex.   “Airfoil will also be instrumental in supporting our efforts to recruit and support XTRAC physicians by leveraging communications to drive patients directly to local offices.”

PhotoMedex tapped Airfoil to develop and execute a strategic local, national and trade media relations program to generate consumer awareness, preference and demand for its XTRAC® Excimer Laser, a targeted phototherapy treatment for skin diseases such as psoriasis and vitiligo.  Airfoil will also initiate a comprehensive communications program designed to drive prospective XTRAC patients directly to local physicians’ offices. 

“As the market for self-directed, consumer-driven dermatological medical treatment continues to expand, PhotoMedex’s longevity and reputation as an industry leader make the XTRAC® laser a clear differentiator in a crowded space,” said Airfoil Vice President Keith Donovan.  “We’re extremely gratified to apply our expertise to support PhotoMedex’s XTRAC® market growth strategy among consumers and physicians.”

About Airfoil Public Relations, Inc.

Airfoil, with offices in Southfield, Mich. and Mountain View, Calif., is an independent firm specializing in marketing communications and public relations for both emerging and leading technology companies. Airfoil’s teams drive technology communications for a growing client roster across consumer, enterprise, health care, cleantech and industrial segments. The agency’s Client Solutions Group provides services to inform and accelerate clients’ marketing communications, digital and social media, and brand strategy programs. Airfoil has been named Technology Agency of the Year by the Holmes Report and recognized as a top firm in numerous industry rankings. For more information about Airfoil Public Relations, please visit http://www.airfoilpr.comor call 866.AIR.FOIL.