How SottoPelle Automated 100+ Hours a Month to Build a Stronger Brand Voice

Paper Folders to Glitchy Systems

It all started with a question nobody expected to change an industry. In 1992, in Rancho Mirage, California, a physician asked a simple favor: "Hey, would you help me put in a pellet?" A hormone pellet is a tiny, rice-sized dose of bio-identical hormone inserted just under the skin, where it slowly and steadily releases hormones into the body over several months. That one favor opened the door to hormone pellet therapy and once Dr. Gino Tutera saw what it could do, he began expanding this treatment to more patients who needed it.

Then came the insight that changed everything: "You all don't wear the same size shoes, so why am I giving you the same size dose?" That question became individualized hormone dosing, and individualized dosing became a mission — treating the whole body, not just the symptoms, for men and women alike. The company trained physicians through the late 1990s, moved its headquarters to Scottsdale, Arizona, and has since trained thousands of physicians worldwide, still carrying on that same founding belief today.

But as the physician network grew, the operations behind it hadn't caught up. That's according to CarolAnn Tutera, SottoPelle's Founder and CEO: "We were a basic paper and pencil office, and we were using folders online. We would go to our servers and everything was done that way," she recalled. Then COVID hit, the team dispersed overnight, and the manual system that had barely been holding together finally broke. SottoPelle moved to a customer relationship management (CRM) tool to cope, but it brought its own headaches.

Communication was scattered across too many platforms — lead follow-up here, patient follow-up there, marketing emails somewhere else entirely — and every handoff between systems was a chance for something to fall through the cracks. That's how Micayla Walker, SottoPelle's System Administrator and Marketing Manager, described it: "Having information including our lead and patient follow-up across several different communication platforms leaves room for things to be missed." For a small team trying to stay high-touch with a growing base of physicians, that risk was more than an inconvenience — it was a ceiling on how much SottoPelle could grow without losing the personal touch that built the company in the first place.

One Central Hub, Less Manual Lift, More Automation

For a small team supporting thousands of physicians, the fix wasn't more headcount — it was finally having everything live in one place. With Salesforce CRM, SottoPelle is tapping into far more of what Salesforce can do, and it's become exactly what the team needed most all along: One hub, instead of a dozen disconnected ones.

That single hub completely reshaped how SottoPelle welcomes a new provider. Micayla Walker walks through the physician journey, which starts with a warm introduction email that shares the company's mission, a handoff to the sales team for a personal one-on-one meeting, then an onboarding automation that lays out next steps and connects providers with trusted setup partners — all happening with one team-built template.

And the relationship doesn't just fade out once a provider is onboarded, it keeps growing. Tutera described automated emails that check in with providers every couple of months, quietly sharing new offerings and promotions behind the scenes.

Visibility followed right behind the automation. Under the old system, reporting was a genuine blind spot — Walker called it one of their "largest gripes because the platform worked, but we were lacking visibility, and the reports that were coming through weren't pertinent to what we needed to use them for." Salesforce changed that entirely. As Tutera puts it: "The reporting really drills down to what each person is doing. So I can look at it from a high level down to a very granular level of seeing what's going on within the company — and it's impressive."

That visibility carried straight through to marketing. "I have seen a drastic increase for our marketing campaigns specifically relating to new partnership opportunities and events that we're hosting. We're having a higher click-through rate and also just a higher engagement rate overall," Walker said. "I think a huge part of that is the customization that the HTML coded emails provide. We've really been able to solidify our brand voice and our communication style with our providers."

That consistency didn't stay contained to email campaigns — it changed how providers responded across the board. "I'm seeing a lot more engagement than we have on previous platforms, not just our previous CRM, but in some of our previous marketing platforms," Walker noted. A brand voice that used to vary email to email now shows up the same way, every time — and providers are noticing.

That stronger, more consistent voice is doing real work for the people on the receiving end of it. The higher click-through rates, higher returns — "I'm seeing more of our providers actually respond to us and ask about services," Walker said. Providers who once let emails sit unanswered are now writing back, asking questions, engaging with the resources SottoPelle sends their way.

A Stronger Brand Voice, One Provider Conversation at a Time

For a company supporting thousands of physicians with a lean, close-knit team, the math used to feel impossible: More providers should have meant more headcount. Pro Suite broke that equation, and it's clear in how SottoPelle's marketing actually performs today. Email campaign automation now saves an average of 1.5 hours of manual follow-up per new lead, driven by a high-touchpoint, personalized drip campaign.

Micayla Walker shares, “This month alone that's over 100 hours of work Salesforce handled for us — effectively a full-time team member." On the customer side, marketing automation eliminates roughly 2.5 hours of manual follow-up per onboarded physician across the year.

And because that visibility is landing consistently, it's doing double duty — building the brand while doing the account team's relationship work for them. Providers are busy, and it's easy for them to lose track of everything available to them. Salesforce keeps that top of mind automatically, shortening and supplementing the conversations account managers are already having with providers, and getting practices set up with the services they actually need.

A stronger brand voice doesn't just look better — it shortens the distance between a provider's questions and service their practice needs. And every provider office running smoother, better-informed, and better-supported by SottoPelle is an office better equipped to deliver individualized hormone therapy to the patients who walk through its doors.

None of this replaced the personal touch, it protected that personal touch. The anniversary follow-ups automatically pull custom, personalized details straight from each provider's contact record, so a brand-consistent email still feels hand-written. It saves the account management team from manually following up with hundreds of people every month for anniversary checkpoints, which is time the team reinvests in the relationships and the brand experience that first drew providers to SottoPelle.

On the marketing side, the shift to HTML-coded emails inside Salesforce gave SottoPelle's brand voice room to breathe. Instead of plain-text messages that look different every time, the team could now design branded, on-theme templates with consistent colors, consistent structure, consistent tone for every partnership announcement and event invite that goes out. Engagement for partnership and event campaigns saw a drastic increase — higher click-through, higher response, providers actually asking about services instead of going quiet. That customization is what lets the team solidify a consistent brand voice and communication style with providers.

For SottoPelle, growth no longer means choosing between individualized care and a boutique team. Automation carries the routine work, so the team can carry the relationships.

Want to discover how Pro Suite can help you solidify your brand voice? Get started for free with Salesforce Suites or activate Foundations to try out Agentforce today.