Say this, not that.
One page that keeps a brand-new front desk safe on a regulated procedure. When anything here conflicts with a sales instinct, this page wins.
Banned on every channel.
These read as hype or as promises we can't make. They're off the table in calls, texts, emails, and anything written.
Swap the instinct for the approved line.
How we talk to patients.
Do
- Plain, specific language. Numbers over adjectives.
- Be honest that experience varies person to person
- Empower the patient to decide. No pressure or urgency
- Treat a sensitive topic with calm dignity
- Defer clinical questions to the surgeon at the consult
Don't
- Use superlatives or the banned words above
- Create urgency ("limited spots", "act now")
- Be euphemistic or crude about the condition
- Promise outcomes, comfort, or recovery times
- Diagnose, or paraphrase FDA status
Green to say, amber to confirm, red to never.
Green · say freely
FDA approved device. In-office procedure, performed by a surgeon, in a single visit. Thermal energy, no tissue cut. We accept commercial insurance and offer self-pay. Peer-reviewed study, hundreds of patients treated, large majority symptom-free at five years.
Amber · approved wording only
The anesthesia approach, and the accepted insurance plans and self-pay rate. Use only Meribel's confirmed wording. Until then, offer the consult.
Red · never
Painless or pain-free. Guaranteed or permanent. A cure. Promises it won't come back. Any claim of being better than a named competitor.
Say less, and book the consult. "That's exactly what the surgeon will go over with you" is always safe, always credible. A booked consult beats a risky claim every time.
Specific over superlative. Evidence over hype.
This is the same voice as the Thermora brand: clinically grounded, empathetically direct, never selling.