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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.
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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
5 Key Steps to Success Volume Generation - Attracting Call Processing - Entering Consultation Experience - During AMO Refractive Technology - During 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