1 / 13

Business Development Essentials

Business Development Essentials. Mark Walsh, Senior Manager, Business Development Strategic Accounts Abbott Medical Optics. Business Development Essentials. By Mark Walsh, Senior Manager, Business Development Strategic Accounts With Abbott Medical Optics.

stuart-hinton
Download Presentation

Business Development Essentials

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Business Development Essentials Mark Walsh, Senior Manager, Business Development Strategic Accounts Abbott Medical Optics

  2. Business Development Essentials By Mark Walsh, Senior Manager, Business Development Strategic Accounts With Abbott Medical Optics

  3. The Patient LASIK Journey - WAC

  4. 5 Key Steps to Success Volume Generation - Attracting Call Processing - Entering Consultation Experience - During AMO Refractive Technology - During Word of Mouth Plan – Exiting/Extending

  5. 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

  6. 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

  7. 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

  8. 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

  9. 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

  10. 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

  11. 5. Word of Mouth Plan - Extending • E-mail surveys • At consult • At booking • Post-op • Digital photo day of surgery • Anniversary cards

  12. Thanks for Your Attention!

More Related