User’s practical guide

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¿How to offer a good service?

A good use of the dermoprime equipment allows you to boost the category of cosmetic dermatology at the pharmacy and the customer loyalty. First, it is important to create the right environment and set up a dynamic of personal attention to ensure service quality and profitability. Following a few tips, you can provide an effective service and of great per-ceived value by customers.

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1. Commercial actions: promotion, communication and customer loyalty1.1. Create a dermoprime zone1.2. Inform customers1.3. The first visit1.4. Subsequent visits

2. At every visit…2.1. Tips for proper use of the device2.2. Assessment of results2.3. Suggestions to complete the analysis

3. Optimizing the recommendations3.1. Optimize the products3.2. The printed report3.3. Optimize the content of the report

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1.Commercial actions: promotion, communication and customer loyalty

The best way to make the most out of the dermoprime equipment is based on three basic concepts - pro-motion, communication and customer loyalty - that the pharmacy can easily develop in their establish-ment. The dermoprime equipment provides some tools to emphasize each, although each pharmacy can adapt their use according to their structure and needs.

1.1.CREATE A DERMOPRIME ZONE

The management of products by categories simplifies decision making of customers. To reinforce this fact, it is convenient to associate the dermoprime equipment to the space where the cosmetic dermatology products are located in the pharmacy. This is useful in two ways: first, to show the clients the link between the equipment and the dermo-cosmetic category (communication) and secondly, that at the completion of an analysis, recommended products, capable of generating a sale, are close and in sight (promotion).

Associate the dermoprime equipment to the space where the cosmetic dermatology products are located

1.2.INFORM THE CUSTOMERS

To start using the equipment is essential to inform customers that the service exists, both inside and outside the pharmacy. An indication on the door of the pharmacy is convenient to make the service vis-ible from the outside and make it easier for customers to go in and ask for information. Then, inside the pharmacy, you should use communication elements such as posters or banners near the equipment, to highlight the area.

However, the best tool to communicate the service is through recommendation and making a preliminary analysis to the customer, you can begin a process of customer loyalty key to the equipment’s profitability. In this context, it is advisable to be proactive and not wait for the customer take an interest in the equip-ment by itself.

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Use the posters and banners to create a dermoprime zone inside the pharmacy

Inform the customers that the service exists

Communication elements

1. Sign in the door2. Appointment Card3. Poster4. Banner5. Brochures6. Screen Advertising

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1.3.THE FIRST VISIT

The first time you analyze a client’s skin, we recommend to perform all measurements to identify those aspects that need a specific treatment.

Automatic AnalysisThe Automatic analysis is best suited for a first visit. This analysis serves as a complete checkup and at the same time provides valuable informa-tion for both the customer and the pharmacist.

The customer, gathers information about:• their skin type• the real needs that should consider in facial

care• treatments and products best suited to their

condition

For the pharmacist, it’s an opportunity to:• learn about the customer’s dermocosmetic

needs beyond what they ask, being able to advise more and better products

• collect customer data aimed at marketing actions

Assist the customer during the analysisAssisting the customer during the analysis pro-cess and its completion, to provide a qualitative assessment and offer a better guide on which products to buy, how to combine treatments etc. is one of the key actions that the pharmacist should make to reinforce customer loyalty and en-courage them to repeat the service.

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Create the customer recordRegister the customer in the software trying to add meaningful data to the file, as an email ad-dress, that will allow us to contact the customer and make personalized promotions.

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Show the skin’s conditionWhatever are the results of the different mea-surements being made, it is important to show customers their skin’s condition, covering the different face areas with the camera. By focusing the visual exploration on the detail of skin imper-fections, will enhance the credibility of the subse-quent sale.

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MEASUREMENT ANALYSIS PRINCIPLEHYDRATIONThe water reserves in the dermis and epidermis are easily lost through external attacks. Hydrated skin keeps you in the best of health and beauty.

The more hydrated your skin the better it is at conducting electrons. DermoPrime sensors detect the smallest amounts of electrons and so offer a very exact measurement.

UNIFORMITYSmooth skin has no imperfections such as spots, dead cells or dilated pores, maintaining a healthy tone in every area of your face. The sensor the user puts on her skin is a high-

resolution and highly sensitive micro-camera (410,000 pixels and 1.0 LUX light sensitivity). The camera itself lights up your skin homogeneously to diagnose the characteristics of pores and how uniform the skin is with special software.

PORESYour skin contains sebaceous glands that naturally keep it smooth and hydrated. These glands secrete through the pores, so how dilated the pores are is a reflection of the skin’s condition.

SPOTSAs your skin ages and is exposed to the sun, medicines and cosmetics its pigmentation changes, which causes beauty problems.

The DermoPrime system uses polarised light, which is completely harmless to the skin, to analyse the deepest layers of the skin and see the components responsible for your pigmentation.

WRINKLESThese appear due to ageing, habitual facial expressions, and damage caused by the sun and smoking, etc. Preventing premature ageing is essential for good health.

One of the most reliable techniques to assess skin ageing is wrinkle detection. By using a micro-camera that acts as a microscope and a special angle of light we can measure how deep wrinkles are.

ELASTICITYThis is the skin’s capacity to change shape and return to normal. It is determined by several factors, such as the amount of liquid in the body (hydration) and age.

Sound waves are emitted and received to produce tiny waves on the skin. If your skin is well hydrated, the waves flow easily and quickly.

SEBUMThe sebaceous glands determine how greasy your skin is and your type of skin. This can be used to more precisely determine the specific treatments that take best care of your health.

Special paper is used in this analysis, which reacts and changes colour from pink to red in areas where grease is absorbed. Afterwards, when the impregnated paper sample is scanned with the camera, the system’s software can spot the essential parameters that determine your skin type.

What does the dermoprime system analyse?

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Evaluation of resultsOnce measurements are complete, it is important to offer a personalized evaluation of the results to the customer. The basic aspects that should be taken into account in the evaluation are detailed later in this guide.

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Product recommendationThe recommendations of treatments and prod-ucts is based on the analysis result of each mea-surement and the characteristics of the customer. Each recommendation is unique and personal-ized, which becomes a great sales argument for the recommended products and a value of cred-ibility to the customer.

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Give the reportUpon completion of the analysis and evaluation of results, we recommend giving the printed re-sults report to the client. The report is a value-added element of the analysis and is also a great reminder of the treatments that the customer should follow. However, to be fully effective, the information it contains should be optimized, as detailed further in this guide.

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Arrange the next appointmentIt is convenient to arrange appointments with customers to have time to adequately attend their needs, and summon them back again after a certain time, to review the effects of the rec-ommended treatment. The pharmacist can use the dermoprime appointment card and give it to its customers with the date of the next ap-pointment and if applicable, the ticket with the measurement results of the latest analysis as a reminder.

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1.4.SUBSEQUENT VISITS

In the second and subsequent visits from the same customer, we can repeat the analysis merely of the measurements that were being treated, making the time of the visit more effective. In this case, the Man-ual analysis is more convenient because it allows selective measurements.

The customer’s evolution is a key loyalty argument

Record

Compare

The Manual analysis achieves a return on the time of the subsequent visits

Emphasis on the treatmentDuring these visits, it is recommended increasing the use of tools such as the Records or Compare images, both purporting to show the evolution of the customer’s skin condition. The emphasis on treatment reveals the effectiveness of the used products and increases the arguments for both consolidating periodic purchases or otherwise to modify the treatment in the direction of other dif-ferent products.

• The Record allows to display a graph with evo-lution in the measurement results of different analysis.

• In Compare you can visually assess the changes between a current picture of the customer’s skin and a capture from the same client, from an analysis conducted in the past.

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2.At every visit…

Some recommendations are to be taken into consideration when using the equipment at each visit, both to ensure the quality of the measurements, as to optimize the information of the recommendations that the customer receives. Following these premises is possible to offer a good and customized service to suit what each pharmacy wish to offer and promote.

2.1.TIPS FOR PROPER USE OF THE DEVICE

Using the device on clean skin, free of impurities and makeup.

When making measurements, place the device in contact with the skin without pressure. If you exert too much pressure with the device on the skin, you will see that the picture on the screen is blurred. A blurred image can lead to incorrect analysis results.

When measuring the moisture, apply the device on the face to ensure that both sensors are in contact with skin.

Capture images of the imperfections and skin conditions to treat, after the start of treatment and during it. The comparison with images from the record will quickly display the degree of evo-lution of the treatment applied. There is no limit of possible captures, so that in a single measure-ment, you can save multiple images from different areas of the face.

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Remember that for the analysis of skin type, you must use sponges with pink absorbent paper. For a valid result, the analysis should be performed with a capture of impregnated paper with sebum, never with a direct image of the facial skin. Each sponge must be used only once.

If dust accumulates on the sensors of the device, carefully clean the area with a clean dry cloth so that dirt does not alter the outcome of the measurement.

2.2.ASSESSMENT OF RESULTS

The results of measurements taken, appear in two different graphics. Both graphs contain the same in-formation, with different forms of representation as the only difference. This allows you to choose be-tween two types of graph, the one which best suits the assessment to be offered.

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The bar graphIn the graph displayed in the first place, the results are distributed over a horizontal bar chart, a bar for each measurement (a). Next to the bars corresponding to the measurements, appears the value of the result (b) and the associated diagnosis (c). The diagnosis is made according to the range to which corres-ponds the value of the result. Ranges (d) are specified at the top of the chart and the limit values that are indicated for each, depend on the measure. Therefore, the results are basically divided into 3 ranges (Op-timum, Care needed and Intensive care), which subsequently determine the treatments and recom-

a

d

b

c

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The spider graphThe second graph, that appears when pressing the right arrow button on the result’s screen, doesn’t in-dicate neither the value nor the diagnosis of the results for each measurement. However, it’s the easiest and visually quicker representation of the customer’s generel skin conditions regarding the three basic ranges (a). From a practical level, as nearer from the center appear to be the points of the graph (b), poorer is the diagnosis of the corresponding measurement (c), and viceversa.

The importance of the ranges in the resultsFrom the results it is convenient to highlight the ranges (Optimum, Care needed and Intensive care) to where the obtained values are located, mainly as the reference to determine the aspects from the skin where is most important to apply specific treatments and products. In fact, products and treatments are classificated through these 3 ranges (a), meaning that the software recommendations are configured by taking into account these values and not others.

mended products. The color of the end of each bar, serves as an indication of the level of “seriousness” of the diagnosis, taking as reference the values of the traffic lights (green = good, amber = medium, red = bad).

a

b

c

It’s in this stage of the analysis when the speech of the pharmacist becomes more relevant and when the personalized assistance is the key to provide a specific assessment of each customer’s results.

a

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2.3.SUGGESTIONS TO COMPLETE THE ANALYSIS

Personalized recommendationsThe recommendation of treatments and prod-ucts derived from the analysis it is personalized according to the measurements’ results and the customer’s characteristics (age, gender and skin type). The personalization of the recommenda-tions it’s an excellent argument that should be used in order to help sell the products, so once the analysis results are obtained, it’s important to provide the customer with precise indications that will guide him toward the most suitable products between those being recommended.

Sell the productsIn this stage, it could be useful to the pharmacist to write down any sale associated to the analy-sis by using the tool Comments. These data re-main saved in the customer’s record, along withe the analysis results, so they’re easy to recover when performing subsequent analysis.

It’s important to identify which brands do the cus-tomer tipically use, because from the direct sales data we can generate special offers or cross-selling of associated products.

Customer loyaltyTo finish the appointment, it is advisable to es-tablish a date for the next analysis, giving the customer the appointment card along with his results. By doing this, we force the customer from the start to get a small compromise to come back again after some time, making even more of the appointment and from the time spent on it.

By giving the dermoprime appointment card to the customer, it serves as a follow-up tool

Recommendations

Comments

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3.Optimizing the recommendations

The major key for success of the dermoprime equipment is to know how to optimize the recommendations to offer the customer precise information, focused on sales. From this point of view, the software is very flexible and allows most of the combinations for treatments and products, so it’s advisable to have a clear idea of the content and shape of the recommendations that we’re willing to offer our customers from the beginning. However, there are some configuration actions that not because being simple offer less interesting possibilities.

3.1.OPTIMIZE THE PRODUCTS

It’s important to keep active only those brands and/or products that we have in our pharmacy. Then, the software will elaborate the recommendations only with the active (available) products and brands, focusing sales directly to the pharmacy stock.

Periodic review of the availability of products and brands is necessary to guarantee that he service is updated, specially if we want to promote some specific product or brand.

Generate promotion campaignsOne of the easiest ways to make the most out of the recommendations is by generating promotion cam-paigns for a specific brand. From the software configuration, we can unmark provisionally all the brands except the one from the products we want to promote and therefore, only the products from this brand will appear on the recommendations. Actions of this sort can reinforce that which tipically take place in the pharmacy, giving them more notoriety and adding the fact of the personalized results as a hook for the customers.

Brand / Product ACTIVE

Brand / Product INACTIVE

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CUSTOMISED HEADER

SKIN TYPE ANALYSIS RESULTS

SKIN PARAMETERANALYSIS RESULTS

COMMENTS

TREATMENT RECOMMENDATION

PRODUCT RECOMMENDATION

3.2.THE PRINTED REPORT

The results from the analysis are printed on a tick-et or A4, being able to configure the information modules depending on the degree of detail that we wish to offer. The A4 format, includes images from the recommended products to facilitate the customer’s purchase.

Information modulesCustomised header: Contains the logo and the information of the pharmacy where the analysis is made.Customer’s profile: Detail of the gender, age and skin type of the analized customer.Analysis results: Sorted by measurement from top to bottom, from worse to better diagnosis, re-spectively.Comments: Entries in the analysis.Treatment recommendation: For each measure-ment, the types of products recommended along with their frequency of use and duration of the as-sociated treatment.Product recommendation: Among the types of products recommended for each treatment, those that adapt to customer characteristics by age, gender, diagnosis, and skin type.

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ba

3.3.OPTIMIZE THE CONTENT OF THE REPORT

The printed ticket or report delivered to the client can be configured to adapt their content in several aspects, some of which are detailed below:

No need to show treatment for all measurementsGetting a treatment for each of the measurements can cause an overload of information for the cus-tomer. In this case, we may limit the recommended treatments (a) so that, despite performing all measurements they only appear those for the 1/2/3 ... measurements with poorer prognosis. You can choose between a minimum of 1 measurement with recommended treatments, to a maximum of 6.

I want to recommend more / less productsThe dermoprime software recommends by default a maximum of 5 products per each family recom-mended in the treatments. A treatment consisting of a moisturizer, a mask, a cleanser and capsules, could recommend up to 20 different products (5 per family). You can limit the maximum number of recommended products (b) to reduce them, so as to increase them, in the software configuration.

I do not want recommended productsDepending on the service that is required to offer, there’s the option that the software does not re-commend any product directly and let the pharmacist make the recommendations. This is done by setting the maximum number of recommended products as “0”. Another option would be to establish that the recommended products appear only on the screen and not printed on the ticket / report, which works by deactivating the module “Products” on the report settings.

I want to add data from my establishmentIn the report settings you can add the logo and details of the establishment to come out at the top of the printed results.

What can I do to get a shorter ticket?Besides the above options, you can disable modules from the report (comments, treatments ... etc.). so they do not print out, or in the case of the ticket, add cuts to print the content into parts.

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A good configuration of the printed results, can help enhance service and sales focus. In addition, the ticket or report is an excellent reminder for the customer to follow recommended treatments and return to make a further analysis, allowing for their loyalty.

Identify the establishment where the analysis was performed

Each module of the report corresponds to a block of information that can be enabled / disabled

RememberThis guide does not replace the dermoprime Software Manual. To learn how to properly configure the soft-ware and use all its functions, it is important to read the Software Manual.

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