A user-friendly, stand alone system for sensitive and reliable breath-hold monitoring

Sales Process

Who is the Target Customer?

Customer: Hospitals performing Interventional Procedures such as biopsies of the lung, liver, kidney, adrenal glands.

Current Application: CT fluoroscopy guided biopsies of lung or upper abdomen.

Problem: Respiratory motion introduces variation.

Solution: Breath Hold™ device with instant visual feedback gives control required for improved results.

Who to call: Interventional Radiologists, Director of Radiology Manager,Radiology Technologist, Radiology Nurse, Interventional Radiology Nurse.

Instant Respiratory Motion FeedbackCurrent Uses

• Lung biopsy• Liver biopsy• Kidney biopsy• Adrenal gland biopsy

• Lung Fiducial Placement

Setting Expectations – Initial Call to the Hospital

Creating Interest with the Radiology Manager, Tech or Physician

• Give them a brief summary of the device

• Open-ended Question: Ex. We continue to hear from other hospitals that respiratory motion is a major issue. How has it been an issue at your facility? Any Examples?

• Get an idea of their monthly biopsy count, lung fiducial placements

• Confirm interest, and get a meeting in place.

Setting Expectations – Initial Meeting

• Ask for a lung biopsy at the initial meeting

• The performing physician needs to be a decision maker, and ask for multiple physicians to be present for the initial demo.

• One procedure or up to one day of usage; device will not be dropped

• Understand the process! Ex. If the procedure goes well what is the next step? How can we move this forward?

• Control the process! Ask the right questions so there are no surprises for you or the dealer on procedure day.

The Perfect Demo

• Go through the components of the Breath Hold

• Share your experiences from other hospitals – Lower complication rates, benefits of the device in getting more tissue, better angles, etc.

• Turn the stage over to the physician as quick as possible.

• Lead them by asking about the difficulty PATIENTS have in breathing correctly, and how that affects them.

• Drill deeper! Get specific examples from the physicians on past examples of complications, how that affects them and the hospital, etc.

• Start forming a ROI in your mind from the value cues physicians are giving you.

The Perfect Procedure• Get to know the patient! Explain the device and the

process

• Get to know the hospital staff. Go through the process, and make sure they see how simple it is.

• Place the belt on the patient in advance. Is it in the right place and secure? Go through a few trial breathing exercises.

• Quick review with the physician(s)

• Turn off automated voice commands for the CT

• Observe and be ready to assist at any time! Listen for value cues!

The Physician Close

• Get the thoughts of the physicians and techs – Listen closely!

• Will they champion the device for you? That means they can prove our device provides value, and will tell that story internally.

• The GOAL is to have the physician(s) TELL YOU WHY the Breath Hold will DRIVE REVENUE or REDUCE EXPENSES for the hospital!!

How do you do that?

• What value cues did they mention?

• Take those cues and start mentally translating them into open-ended questions to gain value. Ex. Could you add 1 patient per month with our device?

The Physician Close Continued

• Do you have enough value to sell the device to administration? Don’t leave without it.

• Ask the physician for help in understanding the capital purchasing process.

• Ask them for a purchasing contact. Would they be willing to come along?

• Confirm that the physician will be your champion!

Administration Close

• New Mindset = How can the Breath Hold create revenue or minimize expenses for the hospital? THAT is what administration is concerned with.

• Explain where the physician sees value (ie. more cases, less complications, etc.)

• Try to put that value in $ format, OR ask purchasing to quantify that for you.

• End with a rough breakeven for the hospital. Could this be paid off in 6 months? 1 year? Get them to see it, and agree.

Getting the Order

• Make sure you understand the capital purchase process!

• Lay out the steps in the process. Have we cleared them all?

• Have all decision makers signed off on the order?

• When does their fiscal year end? When is our order slotted?