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![Page 1: Business Development Essentials Mark Walsh, Senior Manager, Business Development Strategic Accounts Abbott Medical Optics.](https://reader036.fdocuments.net/reader036/viewer/2022062409/56649ddd5503460f94ad4ac3/html5/thumbnails/1.jpg)
Business Development Essentials
Mark Walsh, Senior Manager, Business Development
Strategic AccountsAbbott Medical Optics
![Page 2: Business Development Essentials Mark Walsh, Senior Manager, Business Development Strategic Accounts Abbott Medical Optics.](https://reader036.fdocuments.net/reader036/viewer/2022062409/56649ddd5503460f94ad4ac3/html5/thumbnails/2.jpg)
Business Development Essentials
By Mark Walsh, Senior Manager, Business DevelopmentStrategic AccountsWith Abbott Medical Optics
![Page 3: Business Development Essentials Mark Walsh, Senior Manager, Business Development Strategic Accounts Abbott Medical Optics.](https://reader036.fdocuments.net/reader036/viewer/2022062409/56649ddd5503460f94ad4ac3/html5/thumbnails/3.jpg)
The Patient LASIK Journey - WAC
![Page 4: Business Development Essentials Mark Walsh, Senior Manager, Business Development Strategic Accounts Abbott Medical Optics.](https://reader036.fdocuments.net/reader036/viewer/2022062409/56649ddd5503460f94ad4ac3/html5/thumbnails/4.jpg)
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
![Page 5: Business Development Essentials Mark Walsh, Senior Manager, Business Development Strategic Accounts Abbott Medical Optics.](https://reader036.fdocuments.net/reader036/viewer/2022062409/56649ddd5503460f94ad4ac3/html5/thumbnails/5.jpg)
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
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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
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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
![Page 8: Business Development Essentials Mark Walsh, Senior Manager, Business Development Strategic Accounts Abbott Medical Optics.](https://reader036.fdocuments.net/reader036/viewer/2022062409/56649ddd5503460f94ad4ac3/html5/thumbnails/8.jpg)
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
![Page 9: Business Development Essentials Mark Walsh, Senior Manager, Business Development Strategic Accounts Abbott Medical Optics.](https://reader036.fdocuments.net/reader036/viewer/2022062409/56649ddd5503460f94ad4ac3/html5/thumbnails/9.jpg)
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
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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
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5. Word of Mouth Plan - Extending
• E-mail surveys
• At consult
• At booking
• Post-op
• Digital photo day of surgery
• Anniversary cards
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![Page 13: Business Development Essentials Mark Walsh, Senior Manager, Business Development Strategic Accounts Abbott Medical Optics.](https://reader036.fdocuments.net/reader036/viewer/2022062409/56649ddd5503460f94ad4ac3/html5/thumbnails/13.jpg)
Thanks for Your Attention!