Business Development Essentials

Mark Walsh, Senior Manager, Business Development

Strategic AccountsAbbott Medical Optics

Business Development Essentials

By Mark Walsh, Senior Manager, Business DevelopmentStrategic AccountsWith Abbott Medical Optics

The Patient LASIK Journey - WAC

5 Key Steps to Success

1. Volume Generation - Attracting

2. Call Processing - Entering

3. Consultation Experience - During

4. AMO Refractive Technology - During

5. Word of Mouth Plan – Exiting/Extending

1. Volume Strategy - Attracting • Set attainable goals via Revenue Streams• Goal x Call % x Consult % = Volume

Call conversion % = >60% Consult Conversion% = >70%

• Goal is 100 LVC procedures• Call = 60, Consult = 42, Volume = 84 eyes• Growth is through call generation (media $)• And/or better % conversion

2. Call Processing - Entering

• Majority of first experience is via telephone

• Goal = Consult• Limit to two minutes or less• Drive questions to the CONSULT:

“Mark our fees start at $1000 per eye. When you come for your consult we will review with you the services we provide. Let’s look at some consult dates and times…”

• Tracking of call volume is essential• “Mystery Shop” practices

3. Consultation Experience - During

• Laser Host/Concierge • Don’t rush to medicine• Be patient-centric• Three Question Consult

How long? Why now? Why us?• Affordability vs. Discounting

Financing• Provide a medical endorsement• Offer a date and time

4. AMO Refractive Technology (1) - During

• Use technology to allay fear

• Use iLASIK™/My Life My Vision DVD

• It is about outcomes, not surgery

• 25x more precise

• Vision better than glasses or contacts

• Unique to only your eyes

4. AMO Refractive Technology (2) - During

• Use “blade-free/all-laser” technology to allay fear

• More patients experience 20/20 vision and

beyond with the iLasik than with a

microkeratome*

• More patients (81%,) when given a choice, chose

the iLasik over a microkeratome blade**

• NASA & US Military endorsed

5. Patient Care Plan - Exiting

• 75% of LVC comes from WOM in USA

• Develop a repeat-touch strategy

• Thank the patient for their business

• E-mail/On-line Survey/Letter

• Advanced CustomVue™ is a growth tool

• IntraLase™ Technology provides a marketing advantage

5. Word of Mouth Plan - Extending

• E-mail surveys

• At consult

• At booking

• Post-op

• Digital photo day of surgery

• Anniversary cards

Thanks for Your Attention!