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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
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