Your Practice’s Guide to Ultherapy Success
When you think of sound you probably think of music. Or the roar of a stadium or the purr of an engine or kids laughing. But we think of sound differently. We think of it as an instrument for change. At Ulthera, we’re harnessing the power of ultrasound to bring a new level of precision and predictability to non-invasive aesthetic and medical treatments. And we are excited to share it all with you!
“Our team is committed to bringing more value to the Ulthera platform technology each year of ownership.” — Matthew E. Likens, President & CEO
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Your Practice’s Guide to Ultherapy Success
At Ulthera, we are committed not only to providing you more value with each year you own the Ulthera System, but also with providing your practice with the tools needed to get started out right. This guide provides an overview of the training necessary to successfully prepare your practice, and then promote and grow your Ultherapy business from day one. ÂŽ
GUIDE CONTENTS Clinical Training ....................................................................................................................................... 2 Photography Best Practices ................................................................................................................... 4 Pricing & Goal Setting ............................................................................................................................. 6 Preparing Your Office .............................................................................................................................. 7 Marketing Training & Tools ...................................................................................................................... 10 Patient Follow-Up ................................................................................................................................... 15 Contact Information ................................................................................................................................ 16
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CLINICAL TRAINING An Ulthera Representative will work with your staff to define the best training schedule to ensure they have the knowledge needed to provide safe and effective Ultherapy procedures. The steps that need to be completed in the Ultherapy training process are outlined below. Ultherapy Champion Determine who your “Ultherapy Champion” will be. The role of the Ultherapy Champion is to become the expert in the Ultherapy treatment for your practice. The Ulthera Representative will train your Ultherapy Champion on all aspects of Ultherapy. Your Ulthera Representative and your Ultherapy Champion will then train a second person within your practice using a “train-the-trainer” framework. Both can be an Ultherapy resource for all other staff in your practice. Training Plan The time required to complete the training is approximately 2 full days. The staff must be dedicated to the training and relieved of all other responsibilities. Prior to the 2 days of live training, the Ultherapy Champion and back-up person will need to complete all pre-training modules.
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Training modules that will be completed during the 2 day live training are:
Photographic Procedure
Taking before and after photos.
System Demonstration
Review the components of the system and how they work.
Patient Consultation Review how to choose the best Ultherapy candidates and how to effectively set their expectations. Review of the patient’s medical/surgical history, self-assessment and treatment goals. Review the informed consent and answer all questions regarding the Ultherapy procedure.
Comfort Management Provide information and strategies on how to ensure the patients’ comfort throughout the treatment.
Patient Treatments Four patients will be required for the 2 day live training. The Ultherapy Champion and backup person will each work with 2 patients. They will need to arrive 45-60 minutes prior to the treatment time for their consultation, consent, pre-medication and photographs. Specific patient scheduling times and treatments will be discussed with you prior to the training. The patient should be informed that their treatment will be provided during the training process. The trainee will learn how to mark the face correctly prior to the procedure to ensure the treatment is being delivered safely. Each participant will perform combinations of treatments that will include one upper face, one lower face and one neck treatment. How to interpret the ultrasound image. How to avoid potential side effects. After treatment care will be explained.
Troubleshooting System and treatment troubleshooting strategies will be discussed.
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TAKING BEFORE & AFTER PHOTOS Good before and after photos are the best way to help point out improvements to a patient after an Ultherapy procedure, especially because changes occur over a period of 3-6 months. Be sure to take “before” photos of each patient prior to their first treatment. We recommend taking “after” photos at 90 and 180 days post-procedure so that changes can be pointed out over time.
Patient Preparation Natural Skin
Hair
The patient’s face should be washed, patted dry and free of all make-up. If redness from washing occurs, wait until it subsides before taking photographs. Male patients should be clean shaven.
Hair should be gently pulled back and out of the way so as to not block any relevant skin tissue. A headband (positioned behind the hairline) is useful for this purpose.
Jewelry
Clothing (e.g. turtlenecks or collared shirts) should be adjusted such that it does not interfere with visualization of any relevant skin tissue. A dark cloth or towel may also be used as a drape for consistency and to avoid any further distractions.
All jewelry, including earrings, necklaces, eyebrow rings, and nose rings should be removed.
Clothing
Patient Positioning
*Frankfurt Horizontal Line: Defined as the horizontal line drawn from the upper edge of the inner ear canal to the inferior point of the orbital rim. FRONT VIEW
OBLIQUE VIEW
PROFILE VIEW
• The patient’s face should fill the
• The patient’s face should fill the
• The patient’s face should fill the
•
•
• The camera should be positioned in
•
screen The vertical cross hair should align with the center of the nose The horizontal cross hair should align with the Frankfurt horizontal line*
•
screen The tip of the patient’s nose should align with edge of cheek The camera should stay in line with the Frankfurt horizontal line*
screen
line with the Frankfurt horizontal line*
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Equipment/Setting
Consistency is the key with each parameter. Camera
Room
A digital camera with 5MP resolution or better is recommended. A distance of 3 feet (0.91 meters) from the subject is recommended. If the subject appears too far away at this distance, using the camera’s optical zoom is appropriate. Leaving the camera in a fixed position is preferred, although altitude may need to be adjusted to accommodate the different heights of patients. Use a tripod to assist in both consistency of positioning and steadiness, and place a piece of tape on the floor to note the placement of the tripod. Camera settings should remain constant.
A dedicated photography room is preferred or, at the very least, a consistent area. The subject should be positioned away from windows and direct sunlight. The lighting in the room should be uniform and consistent.
Lighting
Markers, such as an ‘X’ or dot, should be placed on the floor to indicate where to position the stool and the camera. For oblique and profile views, markers should be placed to direct the patient‘s body rotation (e.g. markers may be placed on the floor to direct the patient’s foot placement for oblique views). Markers (such as an ‘X’ or dot on the wall) should also be placed in the room to give patients a visible target on which to focus while the picture is being taken.
The lighting should be consistent. Stand-alone soft flashes in a fixed location are recommended. Background A solid blue or black background is recommended. Avoid equipment, patterns and other distractions from appearing in the background.
Stool A stool is useful in helping to position a patient. The stool height used should be recorded for each patient and repeated for his or her subsequent follow-up photos. Markers
INFORM THE PATIENT TO: • • • • • •
Relax and remove all expression (take a deep breath, close eyes and then reopen) Close their mouth with jaw and lips relaxed Sit (or stand) with a good erect posture and with shoulders and head aligned Place hands in a comfortable position at their side or in their lap (flat and resting on thighs) Look straight ahead at the appropriate marker Remain still until the photographer has announced they are free to move
Ensure that all of the following views have been taken and previewed before discharging the patient.
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PRICING & GOAL-SETTING One of the first steps a practice should take after its clinical education is completed is to determine Ultherapy pricing. Your Ulthera Representative can help you determine a price range that is competitive within your city or area of the country. Be sure to set pricing for multiple treatment areas and combinations, including: Brow only
$
Upper Face
$
Lower Face
$
Full Face
$
Neck
$
Full Face & Neck $ A pricing “best practice” is to ensure that the Full Face or Full Face & Neck treatment price is at a slight discount to the price of the individual areas that together make up the full treatment. This keeps full treatments at an everyday “deal” price and helps to upsell to the full treatment when a partial treatment is being considered. Next, set patient goals for your practice using the Treatment Goal-Setting Worksheet – an interactive PDF found on the Ultherapy Portal in “Preparing Your Office”>“Pricing & Goal-Setting.” Goal-setting will help unite your entire office – front office staff and Ultherapists – to work together in booking consultations and treatments that meet the desired number of patients per week. Goal-setting holds the entire office accountable for Ultherapy performance and helps to track the drivers of success or areas of improvement for Ultherapy in your office.
Gina, 46 “The loose skin at my neck tightened immediately.”
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PREPARING YOUR OFFICE Now that your Ultherapists have been trained, it is important that the rest of the office staff understand how Ultherapy works, the benefits of the treatment, and how to talk to patients about the procedure. Have your entire office staff review the following Ultherapy messages and FAQs. It is recommended to role play, asking each staff member a question or two to ensure they understand the procedure and how to talk about it with patients.
Talking Points Key Message: Ultherapy is the only FDA-approved, non-invasive treatment for lifting the skin on the neck, chin and brow. Ultherapy uses focused ultrasound to generate new collagen deep within the skin, over time. ®
Primary Supporting Messages: • • • • •
Meaningful, noticeable and natural-looking results over time, without surgery Single treatment in about one hour No downtime Established safety profile, with over 100,000 treatments worldwide Comfort has been optimized through Ultherapy Amplify, after a clinical trial yielded comparable efficacy at lower energy levels
Coleen, 45 “Ultherapy completely lifted my forehead!”
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Frequently Asked Questions What is Ultherapy? Ultherapy is the only non-invasive treatment approved by the FDA for lifting the skin on the neck, chin and brow. Ultherapy uses focused ultrasound to lift and tighten loose skin over time, without any downtime. How is Ultherapy different from other cosmetic procedures? Ultherapy is the only non-surgical cosmetic procedure that uses focused ultrasound to stimulate the growth of new collagen deep within the skin. The production of new collagen occurs over time, so results can become more apparent over three to six months. The procedure takes only about an hour for most patients, and there is no downtime. It also is the only procedure to use ultrasound imaging, which allows us to actually see the layers of tissue we target during the treatment and ensure the energy is deposited precisely to where it will be most effective. Does it hurt? A recent software upgrade called “Ultherapy Amplify” now affords a more comfortable procedure. While comfort thresholds vary from patient to patient, most patients now report that the procedure is quite tolerable. If and when any discomfort does occur, it happens while the ultrasound energy is being delivered. This sensation is temporary and is a positive signal that the collagen-building process has been initiated. We take measures to make the experience as pleasant as possible, and patients tell us they leave comfortable and excited about the benefits to come. How long does it last? Patients treated with Ultherapy still have fresh young collagen after a year’s time following the procedure, but skin continues to age. Future touch-up treatments can help keep pace with the aging process, which varies by individual. Are there any side effects? There may be slight redness for up to an hour or so following the treatment, and a small percentage of patients may have slight swelling, tingling or tenderness to touch, but these are mild and temporary in nature. How much does it cost? Patients can expect to pay between $1000 and $5000, depending upon the areas being treated. Of course, the cost of Ultherapy can vary depending on geographic location and physician practice. Ultherapy meets the demand for something between skin creams and surgery. Is Ultherapy safe? The procedure has been cleared by the FDA after demonstrating safety in clinical studies, and over 100,000 treatments have been performed safely worldwide. In addition, ultrasound energy has a proven track record, with use in the field of medicine for more than 50 years. How many treatments does it take? The majority of patients only need one treatment; however, some may benefit from more than one treatment depending on how much laxity they have and their body’s own biological response to the ultrasound and the collagen-building process. What does collagen do? How does Ultherapy stimulate the creation of collagen? Collagen is a natural protein that gives skin its youthfulness by keeping it firmed and toned. As we age, collagen loses its strength and its ability to stand up to the effects of gravity that pull the skin downward. Ultherapy uses focused ultrasound to generate a thermal affect under the skin. The thermal affect essentially jumpstarts a repair process that produces fresh, new collagen.
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Who is a good candidate for Ultherapy? A good candidate for Ultherapy is someone with skin that has some degree of laxity, to the point of looking, and often feeling, less firm. A lowered eyebrow line or sagging skin on the eyelids, for instance, is often the first sign of “maturing” skin. Loose skin on the neck and under the chin signals a patient might be a candidate. Typically, those in their thirties and older who have mild to moderate skin laxity are candidates. While Ultherapy is not a replacement for a surgical face lift, there are many people who want some lifting but are not ready for surgery, either mentally, physically or financially. There also are younger people who want to “stay ahead of the game” as well as those looking to prolong the effects of cosmetic surgery. What about treating anatomical regions other than the face? Currently, Ultherapy is a treatment for the face and neck with a specific clinical indication for lifting the skin on the neck, chin and brow.
Addressing Patient Inquiries An additional set of questions and answers formatted to use more as a phone script for your practice is provided as an insert in the back pocket of this guide. Some of the questions are the same as the FAQs you just reviewed, but the answers are slightly altered to help keep pace with that of a phone conversation, which is typically quicker than an in-person conversation. The answers, however, should be customized with details specific to your practice. Work with your staff to develop your own set of answers and keep them in a place where your front office staff can always have it to reference. Remember, the last question should always be your own: “Would you like to schedule an Ultherapy consultation?”
Diana, 62 “I have more definition under the chin!”
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MARKETING TRAINING & TOOLS Your practice will receive an initial Marketing Orientation with an Ulthera Representative to help introduce all the tools available to help promote Ultherapy inside and outside your practice. It is helpful to choose one person in the office who will be responsible for promoting Ultherapy and ensure that this person participates in the orientation. Before the orientation, it is a good idea to have this person familiarize themselves with the Ultherapy Portal.
Ultherapy Portal The NEW Ultherapy Portal is your one-stop-shop for everything Ultherapy – from training documents to Before & After photos to sample marketing materials. Logging In Go to www.ultherapy.com/portal or click on “Practice Login” on the Ultherapy website homepage. If you have already received a login and password, write it below and on the back page of this guide so you will remember it in the future. To request Portal access for a new user, contact portal@ulthera.com. Username:__________________________________________ Your username is your email address. Password:__________________________________________ (You will need to reset your password the first time you login.) If You Forget Your Password Use the link at the bottom of the login screen to reset it. Portal Users Multiple users within a practice can be set up with access to the Ultherapy Portal, but each must have their own email address to use as a Username (unless you want to share a username and password amongst all your staff). Additional users can be added under the “My Account” page on the site. Take A Tour After the Marketing Orientation, take an additional self-guided tour through the Ultherapy Portal to review the tools available. Be sure to check out the “How-To” pages for step-by-step tutorials on some of our most popular topics!
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In-Office Promotion Once your office staff is prepared to talk to patients about Ultherapy, it’s time to let your patients know that Ultherapy is now offered in your practice. Take the following steps to finalize your office preparation and to start promoting Ultherapy to current patients.
1)
Add Ultherapy to your Practice’s Treatment Menu. Here is an example product listing for Ultherapy: Ultherapy Ultherapy is the only FDA-approved, non-invasive procedure that lifts and tightens the skin on the neck, chin and row. Ultherapy uses micro-focused ultrasound to stimulate the growth of new collagen deep within the skin. Ultherapy affords meaningful results in just a single 60-90 minute treatment, without downtime.
2)
Add Ultherapy to your Message on Hold in your Voicemail System. There are various Message on Hold options to choose from on the Ultherapy Portal under “Practice Marketing”>“In-Office Marketing.” Or, create your own!
3)
Place the Ultherapy Plexi Sign and Brochures in a high-traffic area of your office, or it a waiting room where patients typically spend time browsing.
4)
Have your front office staff wear Ultherapy buttons to help create awareness and interest in the procedure.
5)
Play the Ultherapy Video Loop on a TV in your reception area or in treatment rooms while patients are waiting.
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Ultherapy Marketing Essentials Checklist Prepare Your Office Staff
Ultherapy Messaging Frequently Asked Questions Addressing Patient Inquiries Take a tour of the Ultherapy Portal
Set-up Your Photography Room Review Photography Best Practices Solid, neutral background Lighting Stool & positioning marks Tripod Camera settings Take a few test shots and place the best ones in the room to match to during future photography sessions Display In-Office Marketing Materials Patient brochures Plexi sign holder Posters Pull-up banner Video loop Promote to Current Patients
Set up your Message on Hold Send an introductory email Send a direct mail postcard Add an Ultherapy tab to your Facebook page
Promote to New Patients Add an Ultherapy page to your website Optimize your website with keyword search terms Send a direct mail postcard to targeted neighborhoods Place an ad in a local newspaper or magazine Place radio ads on local stations
Reach Out to Local Media Send out a Press Release introducing Ultherapy at your office Contact local TV, Radio, Newspaper and Magazines Remember: You need to create the news! In everything you do, think about how to make it “buzz”-worthy Host an Ultherapy Patient Event
Who: Women 35-65 What: Ultherapy Patient Event Presentation When: Tues, Wed, or Thurs from 5:30-7:30 Where: Your Practice, or a nearby Salon, Restaurant or Hotel How: Visit the Ultherapy Portal “How to Plan an Ultherapy Patient Event” page for help planning your event
Utilize the Ultherapy Portal for ongoing marketing support, new and updated tools and access to the best marketing materials in the industry!
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Sample 3-Month Marketing Plan Below is a general marketing plan outline to follow during the first three months after bringing Ultherapy into your practice. Reference the more detailed marketing plan insert in the back folder of this guide that includes information on where to find each tool on the Ultherapy Customer Portal.
Month 1
Helpful Tools
1
Have all staff review the Ultherapy FAQs and the Addressing Patient Inquiries documents
Ultherapy FAQs Addressing Patient Inquiries
2
Determine pricing & set goals for the number of Ultherapy patients you would like your practice to bring in over the next 3 months
Treatment Goal-Setting Worksheet Treatment Pricing Guide
3
Ensure Before & After photos are being take of all patients. (If your staff receives complimentary treatments, ensure they sign consent forms so you can use their photos in marketing efforts.)
Taking Before & After Photos Sample Photo Consent
4
Familiarize yourself with the Ultherapy Customer Portal
5
Display the Ultherapy marketing materials from your starter kit throughout your office
Patient Brochures Plexi Sign Holder with Ultherapy Insert Buttons Patient Video Loop
6
Add Ultherapy to your Facebook page Post an announcement about Ultherapy on your Wall “Like” the Ultherapy page
“How-to” Document Facebook Overview Ultherapy Facebook Tab
7
Send an E-mail Blast to your entire patient base announcing that Ultherapy now available at your practice
“How-to” Document Introductory Email Blast
8
Add an Ultherapy Page to your website and link the page to the Ultherapy Practice Locator
“How-to” Document FAQs for Website Web Copy Options Homepage Widgets Photo Gallery Embed Instructions SEO Overview Ultherapy SEO Metadata
9
Choose a date next month for an Ultherapy event
10
Start Planning next month’s Patient Event
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Confirm the Patient Event promotion (i.e. 20% off Ultherapy)
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Send Patient event email or postcards with RSVP information and event promotional offer
“How-to” Document Patient Event Checklist
“How-To” Documents Email Templates Event Postcards
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Month 2
Helpful Tools
1
Finalize Patient Event details and customize the patient presentation
Patient Event Presentation
2
Run an incentive contest for the staff - Who can book the most treatments or get the most patients to attend the event?
3
Host your Patient Event
4
Hold a post-event meeting with your staff to talk about how the event went. What worked well that you should do again next time? What could be done better next time? What new things should you try?
5
Follow up with all patients who attended the event (or RSVP’d but didn’t attend) with an email or phone call
Generic Email Blast Template
Month 3
Helpful Tools
1
Start promoting online reviews and collecting quotes from happy patients who have returned for their 3 month photos
Happy Patient Letter & Feedback Form
2
As your first patients come in for follow-ups and “After” photos, be sure to ask for consent to use their photos to promote Ultherapy in your office and marketing materials
Sample Photo Consent Form
3
Include Ultherapy and any offers in your ongoing e-mails or direct mail communications to patients
4
Promote Ultherapy on the home page of your website using a Web Widget that directs to your Ultherapy page
5
Send an Ultherapy-exclusive E-mail Blast to patients in the target market (women 3565). Include any special Ultherapy promotions you may be offering
6
Ensure you have incorporated Ultherapy into everything else you in promoting your practice to existing and new patients
“How-to” Document
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PATIENT FOLLOW-UP Schedule Follow Up Appointments Schedule follow-up appointments with Ultherapy patients at various intervals – we recommend 90 and 180 days post-procedure. Collect Before & After Photos Take “After” photos at the follow-up appointments. These photos are helpful in pointing out positive changes as a result of Ultherapy. Asking for permission to show patients’ Before & After photos to other patients or to use in your own marketing materials is also suggested. Use the “Sample Photo Consent Form” to gain patients’ approval for use of their photos. Collect Patient Feedback The follow-up appointment is also an opportunity to collect patient feedback, quotes for marketing, and to ask happy patients to post online reviews or give a live testimonial at your next Patient Event. A helpful tool for collecting patient feedback is the “Happy Patient Letter & Feedback Form” on the Ultherapy Portal under “Practice Marketing Tools”>”Patient Satisfaction.”
Check out video testimonials from our Ultherapy Ambassadors at Ultherapy.com. These videos can be downloaded from the Ultherapy Customer Portal for use on your own website, in your social media, or as part of your patient event presentation.
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Welcome to the Ulthera family!
Please remember, we are always here to help and are committed to ensuring your success with Ultherapy!
Quick Contact Info Ulthera Representative: ___________________________________ Phone Number:__________________________________________ Email: __________________________________________________
Ulthera Customer Service 1-877-ULTHERA 1-877-858-4372 customerservice@ulthera.com
Ultherapy Portal Login Info Username:_______________________________________________ Password:_______________________________________________
1001823A
Corporate Headquarters 1840 S. Stapley Drive, Suite 200 Mesa, AZ 85204 1-877-ULTHERA 1-877-858-4372 Ultherapy.com