The Link, Issue 5 by The AHLC

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The Link The Voice of the AHLC

ISSUE 5 • 2013 ON THE COVER: 20 17 22

“Never, Never Give Up! A Client Speaks Out” Things Your Sales Reps Wish You Knew Seven Low Cost Tips to Generating More Online Leads

Medical 5 Hair System or Hair Transplant? 6 Robotic Hair Transplants 9 Medical Wigs and Insurance 101

Features: 10 12 14 22 24 26 30 31

Randy Martin Lifetime Achievement Award Leading in the Technology Curve Developing Loyalty in Your Business and With Your Staff Seven Low Cost Tips to Generating More Online Leads Excellence Through Education Extensions: An Added Revenue Stream Isn’t it Time to Raise Your Prices? Alopecia Areata Research Summit

In Every Issue:

4 15 29 32 34 35

Message From The AHLC Board AHLC Member Spotlight: Michelle Martin Welcome our New and Renewing Members Tips & Tricks, Custom Fitting a Cranial Prosthesis AHLC Academy Class Listings New Product Spotlight

Cover Photo by Kim Mentusky

Subscription Information: Subscriptions to The Link, The Voice of the American Hair Loss Council are mailed FREE to members of the AHLC within the continental United States. International members are provided digital copies free. Please contact us for additional shipping rates if you are an AHLC member outside the US and wish to receive a printed edition. Non-member subscription price: $60 annually within the continental United States, $85 International. To become a member, renew your membership, or subscribe to The Link as a non-member, please contact Betty Ann Bugden, Membership Director, 570-462-1101 or log on to www.AHLC.org.

The Link Issue 5, 2013 3

The Link The Voice of the AHLC

MESSAGE FROM THE AHLC BOARD by: Joseph Ellis

As I write this, I am planning my return trip to the BVZ conference in Germany. I attended my first BVZ about three years ago and knew I wanted to do as much as I could to bring ideas back for the AHLC and its members in order to make us stronger. In fact, that is where the idea to create our incredible magazine, The Link, came from. It is my wish that our industry to be more collective, which would strengthen our image and bring more awareness of the professionalism of our members. I’d like to ask all of you to become more involved in the AHLC. Let us hear your ideas for growth and what that means to you. What articles would you like to see covered in The Link? Do you have any articles to submit for consideration? AHLC members are the authorities in our profession. Sharing our knowledge makes each of us stronger. Last year I approached the board with an idea that I am very proud of and hope everyone will benefit from it. I saw the need to separate my facility from others in my area. I saw the need to have a sign, visible sign to my clients, that would promote my professional image and convey my expertise. As a member of the AHLC, I wanted to advertise my devotion to being the best I can be. I came up with a green check mark noting that I am an AHLC approved, accredited facility. My clients have commented on how great it looks. As an AHLC member, you are set apart from the rest. Contact Betty Bugden, (570) 462-1101 to order yours. I plan on attending other conferences in the next year. Each conference I attend gives me renewed energy. One that I would never miss is our annual conference. It will be held the first weekend in May in Fort Lauderdale. The AHLC is the only conference that you can see multiple venders teach classes and display their products all in one place. To date we have over 15 vendors and educators providing product demonstration and education. I have benefited greatly from being around like minds, sharing thoughts, growing my business and making life-long friends. Hope to see you in May.

Membership Information: For more information call 570.462.1101 or visit www.ahlc.org. For a membership form visit www.ahlc.org or email info@ahlc.org 4 The Link Issue 5, 2013

The Link, The Voice of the American Hair Loss Council is the official, quarterly publication of the American Hair Loss Council. For information on advertising or contributing to content, please contact us: The American Hair Loss Council 30 South Main, Shenandoah, PA 17976 615.601.AHLC (2452) or info@ahlc.org

The Link Staff:

Managing Editor: Janine Thornhill Design and Layout: e-zign Design Group, www.e-zign.com Creative Director: Terrell Thornhill

Contributors:

Elvira Amankwa, CMP, New Image Labs, West Palm Beach, FL Robert M. Bernstein MD, FAAD, ABHRS, Founder, Bernstein Medical Center for Hair Restoration, New York, NY Jeffrey Epstein, MD, FACS, Director, Foundation for Hair Restoration, Miami , FL and New York, NY Briana Crochunis, Middleport, PA Lauren Gartland, Founder and CEO, Inspiring Champions, San Diego, CA Grant Gunderson, Medical Director, HRI of Pennsylvania, Pittsburgh, PA Vicki Kalabokes and Abby Ellison, NAAF, San Rafael, CA Julianna Madsen, President/Owner: Total Care Billing Solutions, LLC., Atlanta, GA Michelle Martin, Owner, Hair Replacement Solutions for Women, Walnut Creek, CA Rhonda McCarthy, Top Business Development Executive On Rite/ Gemtress/Ultratress, Fort Lauderdale, FL Vikki Parman, CEO/Educator, Di Biase Hair Extensions, USA, Farmington Hills, MI Lisa Zimmerman, President, National Hair Centers, Phoenix, AZ

AHLC Board of Directors: Peggy Thornhill, President Marsha Scott, Vice President Susan Kettering, Executive Director Betty Ann Bugden, Treasurer/Membership Director René Meier, Board Member Joseph Ellis, Board Member

The opinions expressed in The Link, The Voice of the American Hair Loss Council are those of the authors and do not necessarily reflect the views of the American Hair Loss Council. The advertisements in The Link do not necessarily reflect the beliefs, opinions or attitudes of the AHLC and does not imply product or service endorsement. The American Hair Loss Council © 2011. All rights reserved. Reproduction in whole or in part without written permission is prohibited. Published by e-zign Design Group. www.e-zign.com

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Hair System or Hair Transplant? Determining Client Candidacy

Jeffrey Epstein, MD, FACS Each of us in the hair replacement field, from hair stylists who help cut hair to look fuller, to trichologists who diagnose and prescribe holistic therapies, to hair replacement specialists who provide hair systems and perhaps laser light therapy, to hair transplant surgeons, ultimately share the same goal; to provide our clients/patients

the best help when losing hair. While I recognize that the majority of the people reading this article who are focus on providing hair systems, I want to use this as an opportunity to convey what makes someone a good to great candidate for a hair transplant. For almost 19 years, I have specialized in surgical hair restoration, performing

Reasons to recommend a hair replacement system: Unrealistic Expectations

close to 10,000 hair transplant procedures on men and women. Some procedures were for restoring eyebrows, others for repairing scarring from prior facelifts, but the overwhelming majority was for treating male and female pattern hair loss. At the same time, I have turned down patients for hair transplants, quite a few in fact.

What makes someone a good candidate for a transplant? Great Donor Area

If a client wants complete scalp coverage with a full, dense look and either has or is at risk for an advanced degree of hair loss without enough donor hairs to fully fill in all of the areas that are or will become bald in the future.

Characterized by lots of hair in the back, and/or sides of the head, that can be efficiently used to fill in areas of thinning presently, as well as in the future to address future hair loss.

Being Too Young

Limited Hair Loss

In general, patients under the age of 24 or 25 are not best served with a hair transplant, for several reasons including their risk of losing a lot more hair. Their typical desire for a youthful hairline would deplete available donor hairs down the road and cause a higher risk of a widened donor site scar. The newer FUE (follicular unit extraction technique) avoids a linear donor site incision scar, but still can leave tiny dots in the back of the head that can be visible with head shaving. In addition, the downside of the FUE technique includes a typically lower percentage of hair regrowth, the need to shave the head to perform the procedure, the higher cost and the smaller number of total grafts available.

This is not an absolute, of course, especially since younger individuals are at a high risk of losing more hair. However, if a male or female does not need, nor want, a huge area to be filled in, this can be nicely achieved with a hair transplant.

Too Far Gone A more advanced degree of hair loss that cannot now, nor in the future, be properly filled in with even two or more hair transplant procedures, whether due to diffuse thinning (common in female pattern hair loss) or a poor donor supply.

Too Much Scarring Usually from prior hair transplant work with multiple donor site incision scars, but also from burns and other trauma, making further transplanting almost impossible

Various Scalp Conditions These conditions include alopecia totalis and lichen planum pilaris, two usually progressive conditions that are not amendable to transplanting. Certain Medical Conditions In addition to certain medical conditions, the taking blood thinners preclude a transplant from being performed safely.

Committed and Desirous of a Permanent Solution When patients are committed to having a procedure, rather than needing to have monthly or more frequent styling and hair replacement services, a hair transplant is oftentimes the better approach. All patients need to be educated as to the likelihood of progressive hair loss that will require either another procedure or will change their appearance to one of a more advanced degree of hair loss, as long as there is sufficient donor hair and a commitment on the part of the educated patient, then a hair transplant seems to be the best approach.

A Mature Individual With Realistic Expectations Like its converse (the individual with unrealistic expectations being a good candidate for a hair system) this is the most important criterion for being a good candidate. As a hair transplant surgeon, recognizing the permanent nature of the procedure, we want patients who have appropriate expectations and have the maturity to listen and trust their surgeon. We have an ethical obligation to do our best for our clients/patients. Each patient/client is an individual with individual needs and solutions. Being informed as to candidacy for a hair transplant or a hair system is the first step in assuring the truly happy client and a confidant professional who feels good knowing that the best care was provided.

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Robotic Hair Transplants F

by: Robert M. Bernstein MD, FAAD, ABHRS

ollicular Unit Extraction (FUE) is a method of harvesting donor hair where individual follicular units (naturally occurring groups of 1-4 hairs) are removed directly from the scalp. This method differs from the standard Follicular Unit Transplantation (FUT) procedure where one thin, long strip is removed from the back of the scalp and is then dissected into individual follicular units with the aid of stereomicroscopes. In FUE, an instrument is used to make a small, circular incision in the skin around a follicular unit, separating it from the surrounding tissue. The unit is then removed from the scalp, leaving a tiny hole. This process is repeated until the desired number of follicular unit grafts is obtained. The holes, approximately 1-mm in size, heal over the course of seven to ten days, leaving tiny white scars that are camouflaged by the hair in the back and sides of the scalp. Tiny “recipient sites” are made in the balding area of the scalp, using a fine needlepoint instrument, where the extracted grafts will be inserted. The creation of recipient sites and the placing of follicular unit grafts are essentially the same in FUE and FUT. The differences between the procedures lie in the quality and quantity of grafts obtained as well as the appearance of the donor area.

Follicular Unit Transplantation In FUT, the removal of a donor strip from the back of the scalp leaves a long, thin scar. While the scar is usually camouflaged by the person’s hair, it can be a problem if the patient wants to wear his or her hair very short. A linear incision can also be a problem for a very athletic person who doesn’t want any limitations to physical activity post-op. In FUE the resultant tiny white scars 6 The Link Issue 5, 2013

are easily hidden; even with relatively short hair. The lack of a linear incision enables the active person to resume most activities immediately after the procedure. History and Instrumentation in FUE The use of direct extraction to harvest follicular units was initially conceived by Dr. Ray Woods in Australia and called the “Woods Technique,” but he did not disclose the details of his procedure. The technique was first described in the medical literature by Drs. Rassman and Bernstein in their 2002 publication, “Follicular Unit Extraction: Minimally Invasive Surgery for Hair Transplantation.” This paper gave the procedure its current name and described the FOX test that is used to identify patient variability in harvesting, an issue that continues to be a significant challenge for doctors today. Follicular Unit Extraction is an instrument-dependent procedure. Therefore, the type of tool that is used significantly affects the results. The earliest methods of extraction consisted of a small, round cutting instrument, called a “punch,” to separate the follicular units from the surrounding tissue. Dr. Jim Harris advanced a significant refinement in the procedure when he added an extra step using a blunt instrument for the part that penetrates deeper into the skin. This extra step of blunt dissection substantially reduced transection (damage) to the hair follicles. FUE instrumentation continues to evolve as more physicians gain experience with the technique. Currently, there are a wide variety of instruments used in FUE. These instruments include punches of different diameters and sharpness and instruments that are rotated by hand or are motor driven. Some techniques require the separated grafts to be removed from the skin with

forceps and others use suction. Some surgeons utilize the single step method and others the two-step technique. However, no method was able to avoid the human error and fatigue associated with removing the hundreds to thousands of individual follicular units needed for a single hair restoration procedure.

Robotic FUE Follicular Unit Extraction consists of two main steps: Separation of the follicular units from the surrounding skin, and extraction (removal) of the follicular units from the scalp. Step one is a highly repetitive and labor-intensive process that requires great precision. This step requires the centering of the punch over the follicular unit and the alignment of the dissecting instrument with the follicles to prevent damage. Since this process must be repeated hundreds to thousands of times in a typical FUE hair transplant, the patient is subjected to significant human variability and error on the part of the physician. A major advance in FUE came in the Fall of 2011 with the introduction of the first robotically controlled extraction device that automates this crucial first step of FUE. The robotic system increases the accuracy of graft harvesting, which in turn minimizes damage to hair follicles and reduces harvesting time. Each of these factors potentially contributes to increased graft survival. The new technology also enables FUE to be performed on a wider variety of patients. The current robotic technology is based on the two-step method of extraction. It uses a sharp punch to penetrate the skin and a dull rotating punch to separate the deeper part of the follicular unit from the surrounding tissue. The main difference from the older devices is that it uses a very precise, image-guided robotic arm to operate the dual-needle punch mechanism, ensuring a high degree of accuracy and precision. Compared to manual systems, the robot is also more versatile in its ability to harvest grafts from patients with different hair characteristics, patients

The Link The Voice of the AHLC from various ethnic backgrounds and hair from different parts of the scalp. It is particularly useful in extracting grafts from the sides of the scalp, where the hair lies flatter on the skin. Introduction of the Robotic system into a physician’s practice can present a formidable challenge. Besides the expense of the technology, the robot requires an operating room larger than those that exist in many doctors’ offices and requires that the room be dedicated

indicated for a strip procedure. Another application of FUE is the camouflaging of a linear donor scar from a prior hair transplant procedure. In this technique, a small amount of hair is extracted from the area around a linear donor scar. It is then placed directly into the scar, making it less visible as the transplanted hair grows in the scar tissue. FUE potentially allows the surgeon to remove hair from parts of the body other than the donor scalp,

Dr. Bernstein performing Robotic FUE

to this purpose. In addition to special training required to operate the system, the FUE procedure itself should be modified so that grafts are kept out of the body for as short a time as possible and kept in an environment that will ensure maximum growth. This can be accomplished by making recipient sites prior to the robotic harvesting and by using special biologic solutions to hold the grafts.

such as the beard or trunk, although there are many limitations with this process. Some patients desire FUE simply because they have heard that it is nonsurgical. The reality is that FUT and FUE both involve surgery and in both cases the depth of the incisions (i.e. into the fat layer right below the hair follicles) is the same. The difference is in the type of incision made.

Indications for Robotic FUE

Limitations of FUE

Since FUE does not leave a linear scar, it is useful for patients who want to wear their hair very short. It is also advantageous, when compared to FUT, for those, such as professional athletes, who are involved in very strenuous activities and who must resume these activities very soon after their procedure. The technique is also useful for patients who have healed poorly from traditional strip harvesting or who have a very tight scalp and so are not

Follicular Unit Extraction harvesting requires a much larger area compared to strip harvesting (approximately 5x the area for the same number of grafts). This has two implications. The first is that, in order to perform large sessions of FUE, the entire donor area must be shaved. This can present a significant short-term cosmetic problem for many patients. In contrast, with FUT using strip harvesting, the donor incision can immediately be covered with hair

– even in hair transplants that require very large sessions. A second issue with the larger harvesting area in FUE is that with large sessions the doctor must often push the limit of what is actually “permanent” in order to get the desired number of grafts. This may present a long-term problem when transplanting a younger person in whom the extent of the permanent donor area cannot be precisely determined. The method of graft harvesting also affects the quality of grafts and the fullness that may ultimately be achieved in the hair transplant. In FUT, follicular unit grafts are isolated with the aid of dissecting microscopes – a very precise method for preserving the integrity of follicular units. Although the Robotic FUE system appears to be the most accurate of the extraction devices, it is still not as accurate in generating intact follicular units as a surgical team that is skilled in the microscopic dissection process used in FUT. Because the differences between FUE and FUT are significant and because there are distinct advantages and disadvantages to each, the needs of each person must be carefully considered when deciding which procedure to choose.

The Future of Robotic Hair Transplants With the trend toward less invasive surgery and the preference of men for shorter hairstyles, the popularity of FUE will continue to increase. Although only a small number of cases of FUE were performed in the United States prior to 2002, FUE is rapidly becoming a mainstream procedure in many hair transplant surgeons’ practices. There were three FUE Robots in the hands of physicians at the end of 2011, twentytwo by the end of 2012 and there will be an estimated seventy in operation worldwide by the end of 2013. The rapid adoption of robotic hair transplants speaks to the increasing interest in FUE by patients and the realization, by physicians, that this technology holds the key to improving the quality and consistency of a very demanding, labor intensive hair transplant procedure. The Link Issue 5, 2013 7

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Medical Wigs and Insurance 101

What does it mean to your business? by: Julianna Madsen As you continue to have clients scheduling appointments for medical hair loss solutions with your salon it is important to know the steps on how to help them determine if the hair replacement system might be covered by their medical insurance plan. Here are some helpful tips and information that will help you understand the process.

How to Become a DME Provider Contracted with Insurance Carriers. As a Durable Medical Equipment (DME) provider, you are supplying the client with a cranial prosthesis aka medical wig. It is important to know that some insurance carriers will contract with your facility to become an in-network DME provider so that the client can get maximum coverage for their hair piece during a difficult time in life. It is important to try and become a provider with as many insurance carriers as possible so that you can remain competitive, get referrals and ultimately market to the medical community. To become an in-network DME provider there are several steps to follow to gain a contract: 1. You need to register and receive an NPI number for your facility before you can request any contracts. An NPI is the National Provider Identification number uniquely assigned to each provider in the country. 2. Once the NPI is assigned, you can start researching the carriers you would like to contract with both nationally and regionally. 3. Complete and submit all applications where the carrier has determined you are eligible to be a DME provider. 4. Follow up weekly on the submission of your contracts until you have accepted or rejected them. NOTE: Medicare does not acknowledge medical wigs (procedure code A9282) as a billable procedure code thus they will not contract with you or assign you a Medicare Provider ID. Once you are in-network with some

carriers and understand why you are not with the others you can begin communicating internally with your staff and externally with the medical community to get the medical business you desire through your doors.

How to Communicate with the Medical Community About Your services. Understanding the way the medical wig industry works is the key when talking to the medical community. You need to be an expert in your field so the nurse navigators’ in the doctors’ offices will refer the patient to your facility. A few tips while talking to the nurse navigator: 1. They need to know which carriers you are innetwork with, which ones you are not and why. 2. They need to know that you are compassionate and have private consultation rooms. 3. They need to hear great feedback from your clients and feel confident in referring you. 4. They need to trust you will take good care of the patient once they are referred to you. Communicating with your clients about Insurance is a critical step in the process. The clients’ perception of how well you understand the insurance process is crucial to helping them get through this time as smoothly as possible. Great service usually results in referrals.

A few tips while talking to your client: 1. Communicate clearly the carriers you are in and out of network with and determine what insurance plan they have. 2. Have them complete all the necessary HIPAA forms to protect their privacy. 3. Offer to call the insurance carrier on their behalf to get the ‘benefits and eligibility’ for procedure code A9282.

Items you need handy to gain coverage info: a. Your Tax ID and NPI number b. Client insurance ID and carrier phone number c. Client DOB (date of birth) d. Diagnosis code (if you have it) e. Pen and paper so you can write down all of the information and reference number for the call 4. Understand their diagnosis so that when you call for their policy coverage you are getting all the correct information necessary to talk about what they are eligible to receive. 5. During the consult, you can have an open dialog about what they want and what the insurance will or won’t cover. 6. You and the client will decide what is b est financially for both parties involved based on what the insurance company might reimburse.

How to Electronically File Claims on the Clients’ Behalf (aka medical billing). Now that you have insurance contracts and you have client referrals and the business is growing; you need to decide if you will also electronically file insurance claims on your clients’ behalf. If yes, follow these steps to file under your corporation’s tax ID: 1. Based on the volume of your monthly claims you will need software or a web-based system to set up to file claims through an established clearinghouse. 2. You need all of the clients’ demographic and insurance information (all the information gets placed on the CMS 1500 form shown above). 3. You need the doctor notes and prescription to fax to the carrier for the ‘certificate of medical necessity’ (CMN) while reviewing the electronic claim. 4. You will enter all of the information per service date per client to submit each claim. 5. You will fax the cover letter and the CMN documents to the appropriate insurance carrier. 6. Follow up on the status of the claim until it’s paid/ denied. 7. Close out the ledger. 8. Start all over again. Now that you have some tips on how to get credentialed, how to talk to the medical community and client and how to perform medical billing, we hope that you will consider all of these steps to determine whether this is right for your business moving forward. It may become more important in your community as this is such a special niche service you can offer. The Link Issue 5, 2013 9

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The Randy Martin Lifetime Achievement Award

For the legacy to continue. For the future to be shaped. For the industry to be elevated. by: Elvira Amankwa, CMP

“Everything I learned, I learned from the movies!” Audrey Hepburn is one who should know! So let’s take it from the movies, and from Audrey, industry awards are important! The Golden Globe Awards, the Screen Actors Guild Awards, building up to the Academy Awards, the movie industry is hard at work with showcasing its glamorous congratulatory rituals, attracting hundreds of millions of viewers from all over the world each year via television and the Internet. While the movie industry probably conducts the most visible of awards programs, both business and academia and social and political circles have recognition programs of their own.

Receiving the “Randy Martin Lifetime Achievement Award” and becoming a “Hair Icon” with induction in the “Hair Loss Hall of Fame” is an excellent business distinction and an outstanding honor. Would you like to be the next Hair Icon? Do you have what it takes? Or do you know someone who you would like to nominate for this prestigious accolade? Now is the time to start with the nomination process. Please refer to the sidebar for complete details and how to take the first step.

To honor Les Martin’s special relationship with his late son Randy Martin, the “Randy Martin Lifetime Achievement Award” was created for Les Martin and presented to him at an awards celebration on December 15, 2012 in West Palm Beach, Florida.

Industry awards programs are important because they: • help set standards for the industry as a whole • change the perception of the industry in the eye of the public • unite and affirm the industry from within • inspire members of the industry to excel We all agree that the hair loss industry has come a long way. The industry is evolving and the public perception is changing. It’s time for us to get counted as an industry. There is no better time than now to come together, recognize leadership and celebrate the Randy Martin Lifetime Achievement Award. The Randy Martin Lifetime Achievement Award is the only awards program specifically for the hair loss industry. Not only does it reflect on past and current visionaries who have made outstanding contributions to the hair replacement industry. It also projects into the future by inspiring future generations of hair loss professionals to reach even higher. 10 The Link Issue 5, 2013

Les Martin’s role as a leading pioneer in the hair loss industry has conferred him the respect of many. With his entrepreneurial zeal and vision, he helped shape the industry like few. His unwavering dedication to the hair loss industry, in good and bad times, is one of his great merits. He contributed significantly to the evolvement of the hair loss industry. Les Martin started in the hair business during the sixties in Canada. He pioneered factories in Korea and China and helped build New Image’s position as a market leader. After close to fifty years in the hair loss business, he retired in 2011 when the company was sold to the Hiking Group.

2012 Award Recipient, Leslie (Les) Martin

Tony Sciara presenting

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INDUSTRY ANNOUNCEMENT: Calling All Hair Icons! Randy Martin Lifetime Achievement Award For the legacy to continue. For the future to be shaped. For the industry to be elevated.

bers begin the review of entries September 1st of each year. Final selection is made on September 30th each year. Official announcement of the winner is made on October 1st each year.

WHAT?

WHY? It’s time for the hair loss industry to be counted and to come together to recognize visionaries who have left lasting impressions on the industry. The “Randy Martin Lifetime Achievement Award” is a prestigious awards program specifically for the hair loss industry. As the industry evolves, so are great leaders and visionaries who deserve to be recognized and honored.

WHO? Eligible entrants are hair loss professionals who lead with vision, dedication and passion. The program is open to the public and self-nomination is possible. The selected award recipient becomes a Hair Icon and is inducted in the “Hair Loss Hall of Fame”.

WHEN? Nomination Process: Entries are submitted from January 1st to August 31st of each year either online and through regular mail. Cut-off date for entries is August 31st of each year. A standing, non-partisan nomination committee of five professional mem-

AmericanHairLossCouncil_7875x5062_AHLC 2/8/13 3:13 PM Page 1

The following characteristics are what the nomination committee is looking for in a Hair Icon: Reputable profile within the industry Significant career achievements Dedication to life-long learning Inspiration for peers and associates Engagement in community service Great vision and aspiration for the future Lasting legacy to share

HOW? The nomination is made by a standing, non-partisan nomination committee. To submit your entry, please visit www.thehairicons.com or send it by regular mail to: The Hair Icons 5827 Corporate Way West Palm Beach, FL 33407 For more information, call 800-359-4247 ext. 302.

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Leading in the Tech An Interview with Tony Sciara of New Image AHLC: It’s great to be here at NIU

LIVE 2012. Would you like to share your impressions with our readers now that your 2012 annual conference has kicked off?

Tony: We are very excited. We took

a big risk a couple of years ago. In the past these conferences had some education and a lot of socializing. A few years ago we realized we were starting to lose focus. We are a very small industry and since you can’t go to the library or online to learn about our industry, we felt responsible to educate technicians and studio owners. By the way, that is where the inspiration for our online university, New Image University (NIU), came from. We’ve had very positive reactions from our online registrants. From there we’ve decided to take our educational efforts to the next level. This gives us the opportunity to test new topics and ideas and also gather valuable attendee reactions. Every time a hair loss professional attends our conference, he or she takes new ideas, real solutions and fresh inspiration back to their respective business. They are quick to tell us whether they like the program or not.

AHLC: You also do host New Image

University (NIU). Based on what you just said, we understand that NIU is the extension of NIU LIVE. Can you elaborate why New Image has made significant investments into this form of education?

Tony: There are so many people who have been in the business for many years. While experience obviously

12 The Link Issue 5, 2013

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hnology Curve by: Grant Gunderson adds to success, sometimes we forget the importance of learning new skills and brushing up on existing skills. Where do new technicians or sales reps go to get trained? Where does a studio owner learn the latest on marketing, sales and business matters specific to the hair loss business? You have to depend on the industry to provide you with that. And that’s exactly what NIU is designed to do. Every year, we are adding more titles and becoming more refined. Eventually NIU will develop into a learning community. That’s really our dream.

AHLC: Your Biolon Certification is

now also available online. You basically transformed a live certification event into an online class. Can you share your thoughts about that?

Tony:

Again, people need to be trained. Since studios are very busy and it is very expensive to travel, we decided to bring the education to the studios. Our first step is Biolon because working with it successfully requires special training. You can study online at your own leisure and at the end of the training, take a test. When you pass, you receive the certification and can then confidently offer a whole new product line with great business potential.

AHLC: Certainly a methodology that has been used by many industries but probably a first by this industry.

Tony: I think it is. I don’t know of its existence anywhere else.

AHLC: Recently you also launched a

totally revamped website, setting the trend in the hair loss industry. Are you seeing an increased potential for a strong online presence also in the hair loss industry?

Tony: Like many other industries,

our business is changing. Even though hair replacement has been around forever, the consumer is changing. They do their research online and by the time they step into a studio they are well informed. Successful hair replacement studios are adapting to that. They conduct more of their business activities online, which is great, as it allows them to research at their own level and at their own speed. Our website is very user-friendly and easy to navigate. They can browse and shop with ease 24/7, without having to talk to a person. The site also offers a place for their own business management, as they can check account balances, print out invoices, receive alerts, etc. all in a safe and secure online environment.

industry. There are other initiatives we are working on to develop a community. One of the avenues we are utilizing is Facebook. We are also on Twitter, Pinterest and Instagram. Those are additional ways for us to engage. Eventually NIU will be the central location while being intricately linked to those other platforms. You can research, train, ask questions, share information and even chat with other members. We feel very strongly that this will take our industry to a whole new level.

AHLC: Generally speaking, do you

see online technology playing a growing role in the way hair loss studios run their businesses and market their services?

Tony: Absolutely. If studios don’t

customers are much more inclined to go out and check on us, they are very informed by the time they come to us. It’s nice to do it from the inside as well. With technology so much on the move, what are some of the other major web-based initiatives that you are supporting?

adapt to the prevailing trends and learn to take advantage of them, they will be left behind. I am glad to see that many of our most successful studios are already participating in the online arena. They have great websites, Facebook pages and blogs of their own. They place Google ads and send out text alerts to their clients to remind them of their next appointment. For those that have been reluctant to go online, it is my recommendation to do so sooner than later. Take small, incremental steps that you are comfortable with and learn as you go, but start taking steps.

Tony: We’re looking for other

AHLC: That’s sound advice. Tony,

AHLC: I like the analogy of how the

opportunities to support our hair replacement community. We recently launched hairchatter.com, a blog specifically for the hair replacement

thanks so much for your time and we look forward to sharing your comments with our readership and to speaking with you again very soon.

The Link Issue 5, 2013 13

The Link The Voice of the AHLC

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Developing Loyalty in Your Business and With Your Staff trust by being a fair employer. I reward employees for their excellent performance and set clear expectations for them. They, in turn, reward me by being trustworthy. Loyalty becomes the glue that holds the relationships together. Loyalty is created. by: Marsha Scott and Staff

uring a recent conversation with several of my colleagues in the hair loss industry, the subject came up regarding the people who work for us and how long they have been working for each of us. I was very surprised to learn that a hairdresser, in our business, stays with an employer an average of five years. My colleagues were just as surprised to learn that my staff has been with me an average of 20 years.

My employees did not walk into my shop as loyal employees. Loyalty is developed, it is created based on trust. As the employer, I set the standard for 14 The Link Issue 5, 2013

I asked my staff to say why they have been with me so long. I felt good when I read them and proud that I earned their loyalty by my trust in them.

Michael Zimmerman: The Hair Loss Clinic For Women has given my career a new dimension. I started with Marsha 21 years ago and have watched the business grow and evolve. I also sincerely like Marsha and liking your employer is half the battle. I also respect the people I work with as the professionals they are and truly like them as people. We are a good team and I expect to work with them until I retire.

Jan Woods: I have been a hairdresser for 41 years and have

worked for Marsha 20 of them. I truly love working in the hair loss industry. It makes me feel good to see the smiles and confidence I give back to my clients. There are 4 of us (including Marsha) at the shop and we are all very different. We all have great respect for one another. I would say we are like a family. There is always drama at the shop but that is what keeps it so interesting. Peyton Place has nothing on us! Marsha is not only a good person, who really is extremely knowledgeable in every aspect of hair loss, but she is also a good friend of mine.

Linda Tahan-Stein: I started working with Marsha a few months before my 30th birthday and I will be 52 in May. It’s been a hell of a ride with its ups, downs and in betweens. I am grateful Marsha introduced me to hair replacement, it has opened a new world for me. I love my clients and some of them have become friends. I know they think the same of me. I love helping people and seeing them leave the salon with a new lease on life. We all agree to disagree many times but we are a family. We are all different, yet alike. We clash and then we make up. It’s a comfortable atmosphere and we all love comfort!

The Link The Voice of the AHLC

AHLC Member Spotlight: Michelle Martin

hey say that necessity is the mother of invention, and in my case that was true. The road to my becoming a hair replacement specialist and business owner was paved with caring for my chronically ill son, Edd. I was a single mom and hairstylist at the time and had no insurance. I couldn’t find an employer who would allow me the time off to care for him properly. Luckily I found a major hair replacement company that was hiring and provided insurance as well. They offered me a job, but I had no idea what I was getting myself into. It turned out to be a dream job that I didn’t even know existed. After being there a short time, I couldn’t believe how everything came so naturally to me. I was amazed by how much I enjoyed working with people suffering with hair loss. I moved up quickly and worked for that company for several years. I was eager to learn as much as possible and since there was only so much they would teach me, I ended up leaving. I attended as many classes and seminars as possible In order to broaden my knowledge. During that time, I met a man who became my business partner and eventually my husband. We started our hair replacement business, MC Enterprises, in San Francisco in 1991. Several years later moved to our current location in Walnut Creek, CA. We changed our name to Hair Replacement Solutions for Women. Our philosophy was, and is, to treat others how we want to be treated. That is why we offer the very highest standard of service. We intend to prove ourselves worthy of our clients

trust by providing the absolute best products and service in the hair replacement industry. During the early years, I worked with men but saw a growing need for women with hair loss. Because I have a deep passion for helping women look and feel their best, I decided that my focus would be

issue with someone who understands our niche industry first-hand. Giving back to the community is also extremely important to me. I volunteer for the American Cancer Society and I work with the Look Good Feel Better Program. We all know that when a woman looses her hair it’s devastating, but the emotional toll is even greater when cancer is involved. She can’t just pick up a wig and put it on; it must be cut and styled to make it an extension of the person wearing it. Therefore, I cut and style cancer patient’s wigs at no charge. It’s amazing that something so simple for me could make such a difference in a woman’s life. I’ve been working with these women for many years now. It’s one of the most rewarding things that I do professionally. We also make an assortment of wigs available, at no charge, to women who have cancer and can’t afford to purchase a wig.

It’s an honor to work in an industry that has changed my life and allowed me to help make women look and feel their best. Member Spotlight: Michelle Martin My professional mission is to restore a woman’s self-conficomforting women and helping them dence if she’s lost it as a result of hair come up with a solution to their hair loss. I have the motivation and passion loss problems. I have great compassion to make them feel beautiful. for the people that we help. My daughter became a licensed I have been a member of the AHLC cosmetologist three years ago and is for over 10 years. It has been a great now working with me. It has been a joy source of networking. One of the things having her here; she brings a youthful that I appreciate most is that other perspective and a new creativity to our members are willing to share their expe- business. rience and knowledge with each other. It’s been a tremendous help throughThis road has been an exceptional out the years to be able to pick up the experience and I feel blessed to be able phone and troubleshoot a technical to make a difference. The Link Issue 5, 2013 15

Dr. Alex Khadavi explains why his hair loss solution, Revivogen is the preferred natural hair loss treatment of the most esteemed Hair Translpant Surgeons in the US. Alex Khadavi, MD is a board certified dermatologist and an Associate Professor of Dermatology at the University of Southern California DID YOU KNOW? The average cost of hair restoration surgery for men and women is $8,125.*

Patients are losing hair and need to stop it immediately. Most patients need time to prepare for the costs and doctors are booked months in advance. Even after the surgery, they need to be using something highly effective to prevent further hair loss and preserve their investment. Revivogen is the only topical natural solution that can be used by both men and women without side effects and with proven results. These esteemed hair restoration specialists recognize that Revivogen is the best option for their patients.

From RealSelf.com survey

DID YOU KNOW? Revivogen is sold by the top hair restoration surgeons in the US and in 30 countries worldwide.

FACT: Revivogen is an amazing opportunity for you to help your male and female clients looking for a natural alternative to prescriptions and side effects.

FOR MORE INFORMATION OR WHOLESALE ORDERS CALL 310-442-9700 OR EMAIL SALESTEAM@REVIVOGEN.COM

Things Your Sales Reps Wish You Knew We polled some of your favorite sales representatives and asked them what they wish you knew. The following is both informative and entertaining. As far as accuracy: If the piece fits... wear it.

A GENERAL REMINDER • Most units are handmade and none are perfect. • Electrical tape templates are NOT guaranteed for fit. • The hair does NOT last forever. • Density and curl is NOT an exact science. • We can’t fax or email a hair sample. • A beautiful and natural appearance and yearlong durability are mutually exclusive.

WE ARE NOT TELEPATHIC • Please let us know if you moved and your address changed or if you have a new credit card number. • Please review all of your confirmations; you are part of the quality control process.

TAKE OUR WORD • D-I-S-C-O-N-T-I-N-U-E-D really means discontinued. • It’s REALLY and TRULY no longer available. • We REALLY can’t process any orders for this item any longer. • The factory does not have a “Live Chat” function, even if they did, we don’t speak Chinese.

• Reddish, brownish, medium blonde is not a color. • It’s never a good idea to “spice things up” by using a women’s color ring when ordering a men’s system.

HI. I NEED A NEW UNIT FOR RUSS • Please don't expect us to know this information from the top of our heads. • Even though we know you, our client, it does not mean we also know “Russ”, your client. • Please let us know before-hand if you’re going to put “Russ” on the phone. • If you want us to speak directly with your client, we need to know what you have already told them.

IT IS WHAT IT IS • Prices have increased for EVERYONE. • It does not help if you let us know over and over again how you feel about it. • It may be painful, but it is what it is.

NO RUSH • Custom orders take time. It’s the nature of the beast. • We cannot put a rush on custom orders. • Q: “Why is it taking so long?” A: “Because it’s a custom order.” • We do not know your UPS/FedEx driver and we can't speak to them directly. • We do not control the exact time they make your delivery.

We will ALWAYS do everything within our power to help you in any facet of your business.

COLORS ARE THE SPICE OF LIFE

Hair Replacement Fashion & Innovation The Italian way. by: John Vincent Do you know how to say “Luxurious, technologically advanced hair replacement systems in Italian”? Neither did I. Turns out, it is CesareRagazzi Laboratories™. With Ferrari and Maserati motorcars, Prada and Gucci fashion, timeless art and romance, what country so quickly comes to mind? Italy, of course. But, what a revelation it is to me that after nearly 30 years in hair replacement, I would just now learn of a company that has a 90 percent recognition factor in their country. I first learned of Cesare Ragazzi Laboratories (CRL) hair systems at the International Society of Hair Restoration Surgeons conference in the Bahamas this past September. According to CRL Chairman, Andrea Mandel-Mantello, by exhibiting to hair transplant surgeons and high-end hair replacement specialists; the company can progress with their plan to establish a presence in North and South America to work with quality affiliates. For someone with a keen eye for hair systems, I was surprised to be introduced to the CEO of the company and an attractive female associate, without being aware they were wearing the CRL system. Their sophisticated approach was so subtle; I had actually walked past their booth several times before being directed to it by my colleague. Mandel-Mantello elaborated on the company’s ambitions. I learned that they are a decades-old company manufacturing goods in Bologna, with more than 30 dealers throughout Italy and beyond. We discussed how their long history and brand recognition helps leverage exposure of their process and products worldwide. My initial conversations led to an invitation to see the manufacturing process and centers. A couple of weeks later, my wife and I were on our way to Italy’s northern manufacturing hub to

It all starts with the hair. CRL uses only virgin human hair. The company matches the client’s natural color and wave from their extensive inventory of unprocessed, virgin human hair. Those of us with experience in this business know the pitfalls of using hair that has not had the cuticle removed. However, I watched as the their technician demonstrated a simple way of reversJohn and his wife enjoying local cuisine ing tangling hair to keep it in the same see both the production headquarters direction up to the point that is put into and their ‘tres chic’ flagship clinic firstthe system. Frankly, I didn’t know that hand. I was so enthusiastic about what was possible. CRL produces and the way they operate In a room that resembles sometheir clinics, the company asked me act thing normally found in a high-tech as their “ambassador” to assist in their medical research lab, we could see into efforts to expand. a glass-walled room workers sanitizing When we think of Italy, wonderful an amazing piece of machinery that I cars, high fashion learned was used and incompato formulate a base rable food and material unique to music come to CRL systems. Next, I mind. I wasn’t watched as another prepared, howmachine “read” the ever, for the level inside dimension of sophistication of a plaster-of-Paris in CRL’s hair cast of the client’s Measuring a mold, read by CAD program replacement prohead. It automaticess. It truly is a state-of-the-art procally sent the information to a CAD duction facility incorporating advanced computer system. In turn, the informatechnology to create what I can only tion was relayed to a milling machine describe as follicular works of art! (effectively a 3D printer) that is capable After being well fed and well lubriof making 4 exact replicas of the client’s cated with the local cuisine and liquid head. grape on the evening of our arrival, our I observed technicians in a separate hosts delivered us the next morning to clean production room, while working CRL’s brand new manufacturing center completed last year. It is equipped with amazing production systems and machinery that would impress any engineer. But, it was the highly trained staff that really made the process ‘hum’. Mandel-Mantello describes CRL as what he believes to be the only completely vertically integrated hair system company in the world. I couldn’t dispute that. As an industry veteran, I’ve seen Clinic Trichologist measures scalp condition nothing like it. PA I D A D V E R T I S E M E N T

Mixing base compound

with masks and ventilation equipment, build multiple layers of their proprietary coating to construct the base material formulated to match the client’s own scalp. This resulted in a foundation into which hair would be implanted, oneat-a-time. A crew of expert artisans (a cross between a hair surgeon and an embroiderer) with well-lit magnification, precisely injected hair at a specific angle and density to re-create a natural head of hair in a human skin-like foundation.

Milling machine makes 4 head molds at a time

Company CEO, Stefano Ospitali, allowed me to observe how excess hair on the underside of the base is shaven and then secured with more of the proprietary base compound. The finished product has a smooth tapered edge to minimize detection. The company headquarters contains a seminar classroom built to train new affiliates in its processes and practices. It is furnished in a manner that replicates what I later saw in the company’s flagship clinic in Bologna. MandelMantello states that CRL strives for uniformity of a superior experience for the customer; one that reinforces the customer’s belief they are purchasing the finest hair products available. At the clinic headquarters, the former

hair system, the client must wear a patch home of Bruno Magli shoes, the feeling of elegance and style was immediately of the system base material and adhesive for several days to ensure that there is apparent. The staff is dressed uniformly no adverse reaction. Once approved for a and fashionably. The clinic intentionally CRL system, a pattern and plaster mold conveys a sense of being in a high-end is taken and the process begins. New med spa. In fact, we were in one. While clients often elect both a hair system I learned more of the business side of and scalp treatment program. things, my wife was pampered with a Each CRL’s client pays $2,500 or more complete hair and scalp treatment from per system. New clients typically order the trichology staff members. multiple systems which are used on a Initial consultations are held in a modern, European-style furnished room, rotation basis. I’m told the physician approval process, not accepting a client free of clutter or distraction. Ospitali into a program until the doctor approves took me through a typical new client it, builds commitment in the mind evaluation. Utilizing CRL instruments of the new client?) This likely limits and proprietary software, a trained buyer’s remorse trichologist before delivery of measures the the product. condition of I was able to the scalp (oily watch a system or dry), its delivery while elasticity and there. Havthe relative ing witnessed uniformity hundreds, I was of the native struck with the hair’s diamprofessional eter. The (there’s that results of the Base compound applied to machined mold word again!) tests are fed manner by which into a computer system and displayed on a monitor this service is performed. CRL’s own medical-grade hair and scalp preparation for the client to see and discuss with and adhesive compounds were used to the trichologist. The test results lead to apply the base material without remova hair condition diagnosis and treating any native hair. I couldn’t help but ment prescription. Various treatment notice that besides the trimming of the programs offered recommend a course for the client to follow to solve his or her hair to blend with the client’s own, the hair loss problem, in addition to other stylist mostly used her fingers and a cool hairdryer to complete the style. I hair and scalp conditions. I learned that no matter what recomattribute the naturalness of everything I mendations were provided from the saw to be a result of the technologically consultation, no course of action, being advanced base material, custom made trichology treatment or CRL system, is for each client. The high-quality virgin implemented until the client is seen hair, perfectly matched to the client’s own color tone variety and density, as by a CRL in-house dermatologist. Their physician performs a complete medical well as the implantation and natural evaluation and patient workup. If the cutting and styling method leads to a doctor agrees with the diagnosis for a perfect blend between old and new.

Want to get involved?

CRL plans an aggressive expansion program to gain affiliates for their product in the US and elsewhere. The company will be exhibiting its products and business opportunities at several events including The Orlando Live Surgery Workshop, held April 18-22, The American Hair Loss Council Conference in Fort Lauderdale, May 4-6 and the annual ISHRS meeting this fall in San Francisco.

CesareRagazzi Laboratories wishes to meet business owners one-on-one, to explain the opportunity to join their network of exclusive clinics. Week–long training programs are arranged for new affiliates and are held at the Bologna facility. Please contact me at 805-597-3004 (clinic) or 407-257-4776 (cell). Ciao! JV PA I D A D V E R T I S E M E N T

The Link The Voice of the AHLC

Never, Never Give Up! A Client Speaks Out

by: Brana Crochunis

olycystic ovarian syndrome, diabetes and severe depression as well as being protein C and S deficient have been a struggle for me throughout my teenage years and it sometimes still is. I started my menstrual cycle when I was about thirteen. I also started noticing pimples on my scalp, so I went to a dermatologist. I was told that it was just acne and that it would clear up if I used the cream that they prescribed. The acne did not improve. When I was about fifteen, I started noticing that I was losing hair on my scalp. I went back to the dermatologist to see if they could figure out why I was losing my hair. They performed a biopsy, but could not figure out what was causing my hair loss. At first I thought maybe it was from the medication they gave me for the acne. I tried everything from men’s Rogaine© and considered hair transplants to cutting my hair extremely short just to see if it would grow in

20 The Link Issue 5, 2013

thicker. It was frustrating being a teenage girl and losing my hair. I was made fun of, a lot, throughout high school. I was already getting picked on for being heavy set. Most people would go out of their way just to pick on me. I could not understand why anyone would do that to someone in the first place. It was so hurtful. I even had to start eating lunch alone in the guidance office at one point. When I was sixteen, I was finally diagnosed with polycystic ovarian syndrome. It is a hormonal disease that affects a woman’s menstrual cycle, weight, ability to have children and their self-image. It is hard enough growing up, but growing up with several medical conditions, that not only affect you both mentally and physically as well, is challenging. I was put on birth control pills. From then on I went to at least ten other doctors in order to figure out what I needed to do. After about a year my aunt had told me she just found out that she was protein C and S deficient and suggested I get tested as well. Shortly after that I was diagnosed with that as well. Protein C and S deficiency is an abnormal blood clotting disorder and is hereditary. When I went for an annual visit to the gynecologist the doctor and I discussed what my options were in order to deal with my hair loss. She told me that one of her other patients had

lost her hair and that she wore a hairpiece. My doctor said that you could not even tell that it was not her real hair. Not only was I heavy and losing hair, but I also started getting unwanted hair on my chest and other areas. I also started having hot flashes uncontrollably. It was very uncomfortable. I started getting very strong pains in my lower abdomen. After some research I assumed that it was a ruptured cyst on my ovary. My assumption was correct. I continue to have trouble with that and am always in pain. I was sixteen years old and I felt like I had no reason to be here anymore. The depression got worse and worse with everything that was going on in my life. It changed the person that I am into a lifeless shell. I was hospitalized for a while because I just wanted to give

The Link The Voice of the AHLC up on everything. Fortunately I have a loving family and loving friends. They helped me get through that extremely rough time in my life. After that, I started looking into getting a hairpiece, because that could only help make things better for me. When I first went to Bugdenâ&#x20AC;&#x2122;s Hair Replacement I was nervous because I was getting something that was about to make a huge impact on my life and I wanted everything to go well. Betty told me about the organization Children with Hair Loss. Children with Hair Loss provides hair for children under the age of 21 (with a medical diagnosis) without charge. She made a mold for me and we filled out the necessary forms. Within weeks Betty Ann notified me that my hair system was in. I got my first hair system on my seventeenth birthday. It was the greatest birthday gift that I had

ever received, and ever will. Betty and her staff do such a great job of helping people feel better about themselves. I never thought that I would be more confident, especially with everything that was happening to me physically and mentally. I was recently diagnosed with diabetes as well, which was caused from having polycystic ovarian syndrome. Sure, I still have some major medical problems going on, but I feel better about myself at least enough to help get me out of that rough time. All of this has helped me realize that even with all of the things going on with me medically, there is never a reason big enough to just give up on everything. If you are losing your hair, whether youâ&#x20AC;&#x2122;re a man or a woman, with help you can get through it. Betty genuinely cares and she tries to help those who

need it in any way that she possibly can. She not only makes you look better, but she helps make you feel better. She gives us a confidence we would never think we could get back or even have. If you think that losing your hair is a good enough reason to give up, think again. I want to thank Children with Hair Loss for helping me accept my problem and help me achieve my future goals in life. I wish that we could spread the word about the Children with Hair Loss. They are the only organization that never once asked me for a financial report or anything like that. I now realize that losing my hair is not a good reason to give up. I not only look better, but I feel better. The help that Betty gives me gives me confidence that I never think you could get back or even have.

Photos by Kim Mentusky

The Link Issue 5, 2013â&#x20AC;&#x192; 21

The Link The Voice of the AHLC

Seven Low Cost Tips to Generating More Online Leads by: Lisa Zimmerman

here is no doubt that the web is red-hot when it comes to generating sales leads for hair restoration products and services. Most likely your salon or hair restoration center devoting more of its marketing budget to attracting new leads through digital media. Is your company making the most of those online opportunities?

We have been actively using online marketing as a major component in our promotional efforts for a number of years. After careful analysis of what works and what doesn’t, I have developed 7 tips to assist you in fine-tuning your online marketing. The good news is that these tips are quite affordable. The results driven by these tips have proven well worth the investment of time and effort they take to implement.

1. Sometimes, One Website Just Won’t Do. Of course your company has a website. It’s the best platform to communicate to prospective clients about your company and services online. But, does your website do too much? If you have a diverse clientele, you may not be connecting them, as well as you might, with just one website. You may consider segmenting various client groups with separate websites; Different kinds of hair loss clients require different online content when making an informed buying decision. What is relevant to a middle aged man with male pattern baldness does not necessarily resonate with a young woman with hair loss from chemotherapy. We have three separate websites: A general one for all of our hair loss services; one exclusively for medical treatment related hair loss; and a retail website launched recently for hair loss products. 22 The Link Issue 5, 2013

2. “Own” Your Company’s Online Directory Listings.

There are dozens of online directories and listings that right now include your business name, location, and phone number. These include Yelp, Google Places for Business, phone company online directories, as well as professional locators such as the AHLC’s membership directory at www.ahlc.org. Have you created a profile for yourself on all of these sites? Most allow you to post additional content about your business in the listings. Common additions allowed are business hours, a synopsis of your services, and some even allow a small photo gallery and videos. Make sure you optimize these listings up to the limits imposed by the online directory.

3. Manage Your Online Reputation. Disgruntled consumers have a louder voice than ever before. Many directories and consumer sites on the web offer the public the opportunity to post user ratings and reviews for businesses. Along with the positive reviews there may be some negative reviews despite your best efforts regarding client satisfaction. When you get a negative review, most sites give you an opportunity to respond. As

professionally and unemotionally as possible, state your company’s position. Be empathetic and reasonable. It will go a long way in reducing the impact of the negative post. It is also important to respond as soon as possible. If a negative review states that your company is unresponsive to the consumer, it sends the wrong message if your response is posted weeks or even months after the initial review.

4. Make a Commitment to Social Media Social media sites, such as, Facebook, Twitter, Pinterest, and YouTube have become a daily part of the lives of millions of Americans. Make a commitment to engage with prospective clients with regular, relevant posts. That means keeping your social media current. It’s not enough to post three things this week and then leave the platforms dormant for weeks. Nothing will kill your social media efforts faster than a non-active feed or page. Also, explore the promotional possibilities that Facebook offers to businesses. We have been successful in reaching out to friends of our fans on Facebook. Many have shared our posts with their friends who have in turn shared the posts with their friends, in an ever-widening circle

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5. Utilize “Deal of the Day” Websites. Have you utilized “Deal of the Day” websites such as Groupon and Living Social? If not, why not? We have been very successful in generating new clients from sites like these. We have generated hundreds of new clients through these marketing vehicles for our laser hair therapy program and hair transplant procedures. Many have become regular long-term clients.

6. Keep in Contact with “No Buys” Through Regular E-Mail Blasts. E-mail blasts are an effective way to keep in touch with prospective clients who, after expressing interest in your services, have yet to buy. For many people, hair restoration is a well thought out purchase. The buying decision may take weeks or even months. Keep in touch with them through regular e-mail blasts. We keep in touch with “no buys” on a monthly basis with promotional offers, new products and service announcements and informational messages.

7. Never Be Complacent!

This last tip is perhaps the most important. Web marketing is in a constant state of change. You must continually look to the horizon to see where the next marketing opportunity will come from. Deal of the Day sites and directory sites are launched regularly and need to be evaluated for possible inclusion in your digital marketing. Search engines change their algorithms regarding how they rank websites. You need to stay on top of their current search engine guidelines to optimize your visibility. The fickle public moves on from a once successful social media site to the “next big thing”. Remember, MySpace anyone? Stay on top of it and you will be in a position to ride the next marketing wave on the web.

ahlc.org The Link Issue 5, 2013 23

The Link The Voice of the AHLC

Excellence Through Education “Success is measured by how the service enriches our client’s lives.”

by: Vikki Parman

n this business we have opportunities to work with various media sources. I have asked to write articles explaining the dangers of inadequate education in an effort to raise awareness of the increase in unethical training practices. As extensions become more and more mainstream, it seems critical that there be an understanding of the increasing tendency of companies to maximize profits by minimizing the level of competency training. Stylists need to appreciate that education is for their own protection and benefit. It is my firm belief that there is too little being said and too much misinformation being generated. By continuing to accentuate the positive benefits of education we have a chance to challenge companies to build their sales by incorporating a quality education component. It’s important that we move forward with higher levels of skill and education and not fall into the trap of easy profits. I have witnessed the expansion of the hair extension industry first from the perspective of a stylist and now as a distributor and director of my company’s extension education program. Starting my own hair extension company has been a dream come true for many reasons. One of the most rewarding things about my job is that I have a chance to visit with stylists and their clients all across the country and hear testimonials of the value that extensions have contributed to their lives. Being able to share in so many stories of joy is simply an amazing experience and is perhaps the most positive reflection of our investment of time and energy.

24 The Link Issue 5, 2013

I truly believe that hairdressers love what they do because of how they make people feel about themselves. There is nothing better than to give someone the gift of regaining their self esteem. Helping them fit into a world where hair is an important part of how one looks and feels. Thinning hair often results in a negative self-image. A compassionate stylist, properly trained in extensions can make all the difference.

As a distributor I believe in the value of extensions but I also care about quality teaching in both application and client care. Companies that sell hair to hairdressers on the premise that it will help them help their clients must have the integrity to make sure that the extensions are being done right. Education is truly everything! It is equally

important to teach the clients how to care for their new hair. I am concerned that without the proper education on the part of hairdressers, people seeking solutions for hair loss will find bigger problems than those they started out with. Some companies sell extensions online to stylists without concern as to whether that stylist is qualified to apply them. Some even attempt to explain a “how-to” application over the phone. I am concerned that the lack of ethics, in this attempt-to-be-helpful service will result in doing more damage in the lives of people who need help the most. In all honesty, as online or telephone “training” becomes more pervasive, I am frightened as well. I frequently receive calls from hairdressers that were inadequately trained and were never told what might happen if they did not follow the rules of application. They are usually calling because their clients have hair loss and the stylist doesn’t understand why. Clients lose hair due to improper training, or lack thereof and improper application. Training should include educating stylists in both the rules and the dangers of not following the rules. It is a stylist’s responsibility not to cause further hair loss. Damage happens in two ways, improper application and the client not being taught how to care for the hair. When we fail either to train the hairdresser or for the hairdresser to train the client, we have failed altogether.

The Link The Voice of the AHLC I applaud the American Hair Loss Council for making a commitment to education as well as to salon owners who go the extra mile to insure that their stylists are fully trained because they are devoted to the well being of their clients. Belonging to organizations like the AHLC makes a difference in our industry. We can all learn and benefit from the experience and wisdom of each member. These people are heroes in my eyes because they walk the walk and talk the talk every day. Their measure of success is not by how many services they offer, but ultimately how the service enriches the lives of their clients. The sale of hair extensions is a growing market. The number of extension companies as well as the number of consumers is increasing dramatically. The quality of education within this market must be addressed. I believe we must have guidelines and structure and that states should implement a mandatory requirement that hairdressers seeking to do extensions complete a competency program. Whether through including extension education in cosmetology programs, public relations or state requirements (or a combination of all of these) we must encourage extension companies to institute proper training standards as a prerequisite to a stylist purchasing hair. Education must be priority for the benefit of everyone.

Letâ&#x20AC;&#x2122;s make that happen.

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The Link The Voice of the AHLC

Extensions: An Added Revenue Stream

Hair replacement businesses are already set up to offer this service, so it’s fairly simple to add.

by: Rhonda McCarthy

earch the Internet for “Hair Extensions” and you’re likely to find descriptions like “Luxurious Locks”, “Long Flowing Hair”, “Luscious Hair”, and “Glamorous Lengths”. All of the models are young and gorgeous and look like they just stepped from a fashion runway. Beauty Salons worldwide embraced extensions as a way to increase their revenues and give their clients long, gorgeous hair. The advertising was easy and had a message that appealed to a lot of women. So, what does this mean for the hair replacement industry?

have responded to the traditional hair replacement ad. This helped to fill the business’s lead funnel with present and future hair replacement clients. Adding extensions will definitely increase traffic through your doors! By adjusting the traditional extension message, you can bring

Look a bit deeper into some of the websites that offer extensions and you will notice that most “extension” companies have developed their own “top of the head” clip on designs. Why? They were responding to a demand! Beauty salons noticed a large number of women requesting extensions whose problem clearly was not length, but that they were thinning on the top of their heads, and extensions could not resolve their problem. What a great opportunity for our industry! By adding extensions, many hair replacement businesses are taking advantage of this growth opportunity. They have found it easier than they realized and more rewarding than they thought possible. The concept is similar to when laser therapy first became popular. We found that many men (and women) responded to laser advertising that would not 26 The Link Issue 5, 2013

in more of the women with thinning hair. Instead of using very young, fashion forward, women all with long, long hair, include a beautiful career woman or mom in her early to mid-thirties or forties and show her before photo. Think about the client you want to target and make sure she feels “included” when

she sees the ad. Choose the words in your message carefully. These women will still want to see the eye catching phrases currently used, like glamorous, luxurious etc., but include and highlight words like “volume”. The message should be, “Are you a woman with thinning hair?”, “Tired of trying to cover your thinning or damaged hair?”, “Do you want more hair?”, “We have the solution, _____ hair extensions, created by Hair Loss Professionals….” Hair Replacement businesses are already set up to offer this service, so it’s fairly simple to add. The Affinity Hair Extensions marketing is a good example of a program using popular extensions to speak to and target women with thinning hair. Offer free consultations and have your stylists trained to deliver hair extensions. For consultations whose hair loss cannot be resolved with extensions, explain honestly, that you will need to use two methods to resolve her particular hair loss issue and why. Reassure her that she’s come to the right place and show her some beautiful before and after transformations. You may decide to use hair replacement alone, or you can combine a top of the head with extensions to add volume and length. Whatever the solution, the result is that you’ve increased your new business by adding a relatively easy service to your menu of services. In this economy where businesses are struggling to just meet last year’s numbers, extensions can be a great way to increase your women’s business.

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Please Welcome our New and Renewing Members To become a member or renew contact Betty Ann Bugden, Membership Director, 570-462-1101 or log on to AHLC.org.

International Hairgoods, Minneapolis, MN Since 1968, IHI has been a manufacturer & supplier to professionals in the hair replacement industry. We continually strive to offer you – the professional – the highest quality & newest solutions in hair replacement. Di Biase Hair, USA, Farmington, MI A wholesale distributor with the highest quality natural human hair extensions and accessories. We represent Di Biase Hair of Italy, a third-generation family company, whose techniques in processing have helped to make it the leader in the production of human hair extensions worldwide. Lexington International, LLC, Boca Raton, FL The manufacturer and developer of the HairMax LaserComb®, the first and only home-use laser light hair growth device, FDA Cleared for the treatment of hair loss and promotion of hair growth in men and women. Lexington also offers a line of cutting edge healthy hair care products and vitamins formulated to complement the benefits of the LaserComb treatment and to promote healthier and stronger hair. Global Leader In Laser Treatment

Hair Loss Control Clinic, Latham, NY HLCC’s multi-therapeutic approach has been recognized globally, even recently being honored in London for “Most Innovative Aesthetic Service” by MyFaceMyBody.com. HLCC’s products and education has brought tremendous growth and increased revenue into the hair loss and hair replacement industries for over 25 years. Nancy V. Brown, NV My Hair, Boston, MA

Nancy is a hair replacement/extensions expert and a hair loss specialist. She is also a hair regrowth therapist/ consultant and is currently training in trichology. She is a master educator who also provides medical wigs and accurate training for wig placement. Agnes Perelli,

Dr. David H. Kingsley, PhD, WTS, LTTS President of the British Science Corporation, Staten Island, NY and director of the Dr. David Kingsley Science Corporation (UK). Both are internationally recognized companies dedicated to treating all types of hair loss and associated scalp conditions. Dr. Kingsley, the only trichologist in the world who is a member of the American Academy of Dermatology, qualified as a certified trichologist in 1980 and attained his Doctorate through the University of Portsmouth. He was subsequently honored with a Fellowship by his peers for his academic research and his additions to the subject of trichology and he is president of the World Trichology Society. Dr. Kingsley has published many medical papers and has also presented his work on hair loss treatments at medical conferences. Libby DiBartolo, Pharaoh’s Hair Replacement Center, Moriches, NY Spokeswoman for her local American Cancer Society and was instrumental in organizing the “Look Better, Feel Better” program at Southampton General Hospital.

Carmine Pisacreta, Mr. Carmine International Hair Salon, Yonkers, NY A leader in providing the most advanced and effective treatments to make hair look beautiful and natural.

Eric and Jeletta Johnson, Hair Institute, Inc, Lexington, KY We own a full service Hair Restoration Clinic specialising in surgical hair restoration options, the latest, most advanced non-surgical hair restoration, Low Level Laser Light Therapy, full and partial human hair prostheses and extensions and synthetic wigs. Hair Institute currently employees six employees and is a proud member of the American Hair Loss Council. Frank Duve, Vadim Ltd., Arlington, VA Our method of hair loss restoration is based on technology that was not even available a few years ago.

HairBuilders of Burlington, Williston, VT

Established for well over 30 years. We service all men and women with hair loss or thinning hair. We are a total hair solution center. Agnes has been in the hair replacement field for 29 years and an educator for 22 of those years for various manufactures. A member of Transitions, WBON, Hairloss.com and happy to now be a member of AHLC.

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The Link The Voice of the AHLC

Isn’t it Time to Raise Your Prices?

You CAN Raise Prices with Confidence, Integrity and Without Fear!

by: Lauren Gartland

aising prices is essential to growing a business and it is not something to be afraid of. Since many salon, spa and beauty professionals have been struggling with this challenge due to the economy, you most likely have been wary of raising your prices. You may envision losing clients or causing unnecessary drama for your business. The reality is that to have future success you will need to adjust your prices. You may even be shocked when you hear what normally happens when prices are effectively raised in the correct way! With the cost of living rising every year, the cost to operate your business will also rise, which means so should your income!

First, it is important that you never justify a price increase to a client! You don’t need to apologize for your gifts and talents. Do you think your customers are justifying their own pay raises? A price increase is something you earn with continued education, increased retention and based on the percent of time you are booked over a threemonth period. Take the emotion out of it, and eliminate any negative thoughts that may be going on in your head such as, “am I good enough? Do I deserve this? Can they afford it? Will they leave me?” Don’t rely on the time of year or the demands of staff. Follow a systematic process and let that dictate your decision, not your emotions. Once you take the emotion out of the equation there really is a fast, easy and painless way to raise prices with confidence, integrity and without fear!

When is it time?

From a more systematic approach, the best time to give yourself a raise 30 The Link Issue 5, 2013

is when the demand is greater than the supply. To accurately measure this you must track your RHP (Real Hours of Productivity). If you are booked 80 percent of the time or more over a three-month period your demand has exceeded your supply. If you’re so slammed you can’t breathe, eat, get to the bathroom or have a waiting list and are turning customers away, it’s time to raise your prices.

How much?

Don’t drastically raise your prices at once. Start with a 10 percent adjustment. This will instantly increase your income and profits but will not kill off all your clients. If you are one of those who are constantly turning business away and are consistently booked solid, increase your prices slightly more to 15 or even 20 percent. Expect to lose some clients when adjusting your prices. The upside is that you need to lose them. You may lose about ten percent of your clients in the end, yet you will actually be earning more while working less. This will allow you to replace those clients with your most desired and ideal clients, those with the higher service tickets or those committed to a consistent program. If your client tells you they can’t afford the new prices simply respond by saying, “I completely understand. Although I would hate to lose you as a client, I have the ideal person in mind that can take care of you and they are in the price range you are used to.” Never leave the client hanging. Think this out in advance. Show great integrity and compassion by having a referral ready for them. Ideally you want to refer them to another team member at your salon. If that is not possible take a leap

of faith and refer them to a service provider at another salon who has a great reputation. This will blow them away.

How Do I Inform The Guest? Eliminate all drama and excuses. Think of other professionals that raise their prices. Do they send a notice? Do they apologize? Do they post a sign in their business saying, “As of this date my prices will be ____?” The answer is unequivocally “NO!” Then why do we feel compelled to post signs, send letters or apologize to our clients for the increase? I believe it is a self-esteem issue. We must own our power and our greatness about our expertise. We have spoiled our clients by giving services to them for free, or undervaluing what we charge them and then end up mad because we don’t make enough money or the money we deserve. Shame on us! It is time to take a stand, charge what you’re worth and quit blaming your clients or anyone else for not getting what you deserve.

A dignified and professional way to post a price change: • Remember, perception is reality. When you change the way you think, you change the way things look. You can do it! • Train the front desk staff how to respond to any questions regarding the price change in a positive and respectful way. • When clients check out, the new prices are presented to the customer on a bill or receipt. On average one-in-five clients will say something about the new price structure, and some will even say, “It’s about time!” But even for clients who challenge your new prices, your response should always remain professional and excuse free.

The Link The Voice of the AHLC

Alopecia Areata Research Summit

Scientists are amazed at treatment development progress program!

by: Vicki Kalabokes and Abby Ellison

fter listening to presentations at the 2012 Alopecia Areata Research Summit, the scientists in attendance expressed great satisfaction over the progress being made. The summit, titled From Basepairs to Bedside: Innovations in the Immunology & Clinical Science of Alopecia Areata and held in Bethesda, Maryland, at the end of November, was convened to review recent progress in understanding the pathogenesis of alopecia areata and to chart the course for the future of translational research.

At the Alopecia Areata Clinical Research Summit in October 2010 guest scientists had stressed the need for us to develop a translational platform. Essential to that platform were biomarker studies; new and established animal models; a uniform protocol; incidence and prevalence studies; quality of life studies; burden of disease studies; defined endpoints; defined hair measurement; more genetic and mechanistic studies; genetic and immunological pathway studies; and collaboration with the U.S. Food and Drug Administration. Advances have been made in all of these areas.

Background on Alopecia Areata Dr. Maria Hordinsky introduced meeting participants to alopecia areata, a complex genetic, immune-mediated disease that targets anagen hair follicles. Dr. Hordinsky reviewed the clinical presentations of alopecia areata, the pathophysiology of this disease, and the treatment challenges. Dr. David Norris summarized the outcomes resulting from the past three summits and assessed the current state of alopecia areata research initiatives, clinical trials, and the National Alopecia Areata Registry. These two doctors successfully

set the stage for the discussion of new findings in alopecia areata research in genetics and immunology.

Genetics of Alopecia Areata Dr. Angela Christiano discussed the progress she has made in genetics research since the last summit. A joint analysis performed with an independent genome-wide association study (GWAS) of 1,435 cases and 2,032 controls resulted in the validation of previous GWAS targets and the identification of new associated genes. Some of these associated genes are unique to the hair follicle in alopecia areata. Dr. Christiano discussed targeting the interferon signature in the treatment of alopecia areata. She also discussed the genetic relationship between alopecia areata and other autoimmune diseases, including the minimal overlap with psoriasis or vitiligo. This work greatly expands our understanding of the genetic architecture of this highly prevalent autoimmune disease.

GATEWAY TO A CURE! The 28th Annual National Alopecia Areata Foundation International Conference will be held Thursday, June 27 to Sunday, June 30, 2013 at the Hyatt Regency St. Louis at The Arch in St. Louis, Missouri. This will be our 26th year of offering exhibitors the opportunity to have their products introduced and sold to the attendees. We were delighted to have over 2,000 attendees at our last three conferences in Indianapolis, Los Angeles, and Washington, DC. We anticipate that half of the attendees at our conference in St. Louis will be attending their first NAAF conference. If you would like to take advantage of this opportunity, please contact the NAAF offices at 14 Mitchell Boulevard, San Rafael, California 94903 or 415-472-3780. You will need the NAAF Exhibitor Registration Forms AND the NAAF Exhibitor Rules and Regulations Agreement. These two forms MUST be completed, signed and received no later than receipt by Wednesday, May 29, 2013.

We were excited to hear from Dr. Stephen Katz, Director of the National Institute of Arthritis and Musculoskeletal and Skin Diseases, welcome participants. Dr. Katz stated that one of the fastest growing areas of investment by the National Institutes of Health is hair investigatorâ&#x20AC;&#x201C;initiated research. Dr. David Norris will be preparing a scientific summary of the presentations, and it should be completed soon after publication of this newsletter. Later this year the Proceedings of the Summit will be published in the Journal for Investigative Dermatology. The participants will be finalizing the goals that are to be met over the two years, leading up to the next Alopecia Areata Research Summit in the fall of 2014. The Link Issue 5, 2013â&#x20AC;&#x192; 31

The Link The Voice of the AHLC

Custom Fitting a Cranial Prosthesis by: Peggy Thornhill For cranial prostheses that are 100% hand-tied systems (usually non-elastic, net base). Alteration is needed if the unit comes too low on the forehead (lower than approximately four finger’s width from the brown line), if it sits on top of or over the ears or if there is material movement around back or sides.

Create Dart: With unit on client, reach into hair and grasp base material between fingers and pin up excess material until you get a good fit. Pin should be horizontal with head. Continue to tuck around curvature of head to the other side. Do NOT make unit excessively tight, just comfortably flat on head. The location of this tuck will depend on the head shape, how much the unit needs taken up and if the adjustment needs to continue around the sides, etc. When complete, you will have your sizing. Take unit off client and proceed to workroom.

Mark Sew Lines: Turn unit wrong-side out (with pins still intact) and place on mannequin head. Use a removable marker (I use an eyebrow pencil) Trace the line where the pins are, being sure to mark both sides. This will create your alteration lines.

Trim Hair Between Sew Lines: Take the unit off and remove pins. Turn unit right side out and put back on mannequin. Cut all hair, close to the base, that is between the two lines you’ve created with your marker. This will allow your finished tucks to lay flat against client’s head.

Pin Sew Lines Together: Remove unit from mannequin. While unit is inside out, pin lines together, forming a tuck or dart. Be sure not to capture any hair from the other side in the tucks.

Sew Along the Lines: Hand stitch, using small stitches, using upholstery thread. Remove pins as you sew.

Sew the Dart Upwards to the Base : Fold dart up. This is very important. It makes the hair lay down, not up. Stitch top part of the tuck to unit base, again using small stitches. You should now have a smooth, flat tuck that doesn’t show and a unit that fits your client’s head perfectly.

32 The Link Issue 5, 2013

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AHLC Academy Class Listings: Your resource for continuing education and accumulating points towards your Master’s Certification. Discounts on class fees may be available to AHLC members. Ask when registering for classes.

AHLC Annual Conference May 4-6 Ft. Lauderdale, FL

Full Details on Back Cover Di Biase Hair USA 2-Day Certification for fusion hair extensions. 4/7-8, Nashville, TN, Dallas, TX, East Dundee, IL 4/14-15 Farmington Hills, MI, Ft. Lauderdale, FL 4/21-22 Houston, Texas, Phoenix, Arizona 4/28 -29 San Francisco, CA 5/5-6 Philadelphia, PA 5/12-13 Farmington Hills, MI, Los Angeles, CA, East Dundee, IL 5/19-20 San Diego, CA 5/26-27 Las Vegas, NV 6/2-6/3 Nashville, TN 6/9-10 Farmington Hills, MI, Dallas TX, Ft. Lauderdale FL, East Dundee, IL 6/16-17 Houston, TX, Phoenix, AZ 6-23/24 San Francisco, CA Farmington Hills, MI classes are held at our corporate offices. For more information contact us at 248.489.8900 or Info@DiBiaseHairUSA.com. International Beauty Show 4/14-16, New York, NY www.ibsnewyork.com International Hair Goods 4/8, 5/6, 6/10 Micro Point Solutions 4/29, 6/24 Private Issue 5/13 Cyberhair 6/3-4 Cyberhair BOOTCAMP All classes are held at IHI’s training center in Chanhassen, MN. Contact us at 800-328-6182.

NIU (New Image University) Looking for top-notch, continuous training in the hair loss industry? Classes are ongoing at NIU (New Image University), where you’ll find all you need to succeed at your fingertips. Ranging from technical classes to marketing know–how to sales tips, NIU is the place for hair loss professionals to get educated and trained. Many new class titles have been added in an easyto-follow, fun and engaging format. Ongoing, online – no better way to improve skills and knowledge! For more information, call 800-3594247, visit www.newimagelabs.com On Rite 5/20 White Plains, NY 7/15 Chicago, IL On Rite Women’s Medical Hair Loss One-Day Certification Class Curriculum concentrates on the implementation of solutions for your medically related hair loss client, consultation techniques, business set up and proven methods to capture this market. Contact 800-327-5555 or www.onritedirect.com for more information. 5/19-20, Nashville, TN 6/23-24 Las Vegas, NV On Rite Women’s Hair Replacement Two-Day Certification Class Curriculum offers an in-depth curriculum with hands-on instruction. Learn from industry leading professionals the perfect type of attachment to resolve any women’s level of hair loss. Contact 800-327-5555 or www.onritedirect.com for more information.

ahlc.org 34 The Link Issue 5, 2013

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