HEALTHCARE GO-TO-MARKET STRATEGY

1. HEALTHCARE GO-TO-MARKET STRATEGY Tim Healy ISM | 02.07.2008

2. HEALTHCARE G-T-M STRATEGY The selling strategy is very simple SALES REP CONTROL

3. HEALTHCARE G-T-M STRATEGY We as sales reps control our destiny We manage the sales processand the customer relationships Our destiny – our success isdependent on our actions

4. HEALTHCARE G-T-M STRATEGY • The health care market has proven itself to be resilient to economic trends • The market continues to grow and be vibrant • The market is profitable and we can realize a strong financial return($ per face time hour)

5. HEALTHCARE G-T-M STRATEGY The health care market is a great investment in our time!

6. HEALTHCARE G-T-M STRATEGY • Most health care facilities are 24-hours/day -7days/week • There is a continuous demand for the products we sell! • It’s nice to have a target client that needs us!

7. HEALTHCARE G-T-M STRATEGY ACCOUNT PENETRATION Our success is directly related tohow many relationships wecan establish in a health care organization

8. HEALTHCARE G-T-M STRATEGY WHO? • Purchasing • Facilities • Real Estate Management • Housekeeping • Director of Training • Nurse Managers • Administration Services • Physical Plant • Ergonomist • Health and Safety Manager • Facility Architect

9. HEALTHCARE G-T-M STRATEGY WHERE? • Patient care • Hospitality and dining • Training rooms • Auditoriums • Administration • Security • Lobbies • A-B-C waiting areas

10. HEALTHCARE G-T-M STRATEGY DIVERSIFY YOUR CALL SCHEDULES

11. HEALTHCARE G-T-M STRATEGY ARCHITECTS + INTERIOR DESIGNERS • Have you identified the firms that specialize in health care? • Have you built relationships with the interior’s person that is the staff expert? • Suggestion: when you do your product education “events”, separate the health care designers from the other disciplines. We have lots to sell and it’s a different language that you must employ

12. Minnesota - Allina Hospitals & Clinics 11 hospitals  + 60 clinics Pharmacies  Exercise facilities Same day surgery facilities  Patient education facilities HEALTHCARE G-T-M STRATEGY DEVELOP RELATIONSHIPS WITH LARGE HOSPITAL ORGANIZATIONS Lots of beds, lots of facilities,lots of money = lots of opportunities!

13. The pre-selling has been done for you. Member hospitals want to do business with KI! An example of a GPO is Novation HEALTHCARE G-T-M STRATEGY STAY FOCUSED ON KI GPO RELATIONSHIPS Links to GPO’s on kihealthcare.com

14. Heavy call patterns on hospitals with bed counts greater than 100 Be more strategic with your time, and the selling process, on hospitals with bed counts less than 100 HEALTHCARE G-T-M STRATEGY DIVIDE AND CONQUER!

15. HEALTHCARE G-T-M STRATEGY You can’t sell health care furnishings without getting the product in front of the customer It’s old fashioned “grunt work”

16. Educate yourself on how a hospital works Recognize the health care trends Learn the language Speak the language HEALTHCARE G-T-M STRATEGY INVEST IN YOURSELF Customers want to do businesswith people who know what they are doing!

17. SUMMARY • Invest in the face time: commit to meeting your face time goals • Control your destiny. Take control of the selling process. • Be strategic: KI GTM Strategy • Acknowledge that we can make a lot of money in the health care market • We can realize a strong ROI on our face time hours • Get deeper and deeper inside the organizations: account penetration • Focus on A&D, large health care organizations, and GPOs • Be strategic about how you sell to varying hospital sizes • “Grunt Work” – get the product in front of the customer • Use MD and ISS is find and convert opportunities • Invest in yourself. Become the expert. Become the go-to person!

18. THANK YOU!