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

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

2. Sales Process

3. 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.

4. Instant Respiratory Motion Feedback • Current Uses • • Lung biopsy • • Liver biopsy • • Kidney biopsy • • Adrenal gland biopsy • Lung Fiducial Placement

5. 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.

6. 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.

7. 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.

8. 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!

9. 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?

10. 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!

11. 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.

12. 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?