Think Outside Yourself Creativity Innovation Entrepreneurship Sell the problem you solve not the product you make Think Outside Yourself Think Outside Yourself

What’s the difference between Marketing, Advertising, Public Relations, Branding and Sales? Marketing is the activity for creating, communicating, delivering and exchanging products and services that have value for customers. Advertising is a paid form of communicating a message through various media and is designed to influence purchasing behavior or thought patterns. Public Relations is the practice of managing the flow of information between an organization and its publics with the intent of creating goodwill toward the product or company. Branding is the creation of a name or symbol which distinguishes your product or service from your competition in the mind of your target audience. Sales is the process that seeks prospective buyers who have a need or want of the products or services being offered to help them make a buying decision.

Think Outside Yourself Creativity Innovation Entrepreneurship Sell the problem you solve not the product you make. Think Outside Yourself Think Outside Yourself

Cosmos Travel provides a 24 hour emergency hotline. Feature or Benefit Cosmos Travel provides a 24 hour emergency hotline.

Feature or Benefit Our technical support department will work with your staff so that they can help with patient education.

Feature or Benefit Customers save time in reconciling their fleet administration expenses.

Spectrum Custom Packaging pretests all new package designs. Features or Benefit Spectrum Custom Packaging pretests all new package designs.

Feature or Benefit Our customers reduce their cost of returned goods because our packages merchandise withstands damage under severe and abusive shipping conditions.

Feature or Benefit Our clients save time and effort in monitoring their employee’s travel expenses.

Feature or Benefit Urban Auto leasing handles all the resale and disposal of used vehicles.

Think Outside Yourself Creativity Innovation Entrepreneurship Problem or Goal Think Outside Yourself Think Outside Yourself

Problem or Goal We need to make sure that we always have the option of choosing the least expensive airfares.

We need to fill this position as quickly as possible. Problem or Goal We need to fill this position as quickly as possible.

Our current packaging just doesn’t have enough marketing appeal. Problem or Goal Our current packaging just doesn’t have enough marketing appeal.

Fleet administration of our company cars is a real hassle for us. Problem or Goal Fleet administration of our company cars is a real hassle for us.

Problem or Goal We want to be sure that we can produce this new packaging on our current equipment.

Problem or Goal We are having a lot of trouble finding qualified candidates for this highly specialized position.

Problem or Goal My patients waste time and endanger their health with over-the-counter remedies.

Think Outside Yourself Creativity Innovation Entrepreneurship Be the buyer, not the seller. Think Outside Yourself Think Outside Yourself

You are in the communications business, not the information delivery business.

The most engaging sales presentations are: - Emotional --- They touch your heart. - Novel --- They teach you something. - Memorable --- They present content in ways you never forget.

5 Steps to a GREAT Sales Presentation 1. What is the consumer situation? 2.What is the problem? need? Desire? 3. Who is affected by it? Who is the customer? Who is the target audience? 4. What are alternative solutions to the problem? Who are the competitors? 5. How does your proposed solution differ from competitive offerings?

1. What is the consumer situation?

2. What is the problem, need, or desire?

3. Who is affected by it?

4. What are the current solutions?

Traditional Newborn Jaundice Treatment

5. How is your solution different?

Wallaby Home Phototherapy System

The Wallaby Phototherapy System Here’s why Pediatricians are putting their babies in a Wallaby Safely treats newborn jaundice in the home. Lowers bili-levels faster than traditional methods. Delivers consistent & continuous phototherapy. Reduces the cost of care from $1000 to $100 /day. DME and Visiting Nurse supported system. Covered by all major med insurance programs. Meets all UL and ANSI electrical standards. 2200 plastic fiber optic cables deliver a cool, safe therapeutic light. Wrapped in Phototherapy, Swaddled in Mother’s Arms.

Take the voice of the customer Goal PGA Problem Take the voice of the customer Goal Turn it into a benefit for the customer Action Create a product feature that addresses the goal

Wallaby Phototherapy System Problem: “Infants with rapidly rising bilirubin levels need to be treated more aggressively.” Pediatrician Goal: Provide clinicians with the ability to increase the irradiance levels to provide more power. Action: - Two Irradiance Levels: - mW/cm2/hm

Wallaby Phototherapy System Problem: “It’s very expensive to drive out to a patient’s home just to change a lamp” Home Care Provider Goal: Provide a cost effective solution that limits home care provider service calls. Action: - Two Lamp Carousel: - automatically replaces lamp

Wallaby Phototherapy System Problem: “I need to treat infants as small as 600 grams to full term babies.” Neonatal Nurse Goal: Provide clinicians with various sizes of fiberoptic panels. Action: - Two Fiberoptic Panels: 4” x 5” fiberoptic panel 4” x 14” fiberoptic panel

Wallaby Phototherapy System Problem: “I only want to deliver the therapeutic light during treatment.” Neonatologist : Goal: Provide a filter that blocks all the unwanted light waves including ultra violet and infra red. Action: Light Filtration System: - 400 – 550 Nanometer Range - No unwanted wavelengths :

Wallaby Phototherapy System Problem: “I need to protect my baby from the blinding light.” Parents Goal: Provide a system that blocks all light when the fiberoptic cable is disengaged. Action: - Light Emission Shutter: Blocks all light when cable Is removed.

Wallaby Phototherapy System Problem: “I need the treatment to be continuous.” Pediatrician Goal: Provide an alert should the lamp burn out or the system lose power. Action: - Light Sensor Alarm: Alerts caregiver when lamp burns out

Wallaby Phototherapy System Problem: “Only documented care is reimbursed.” Insurance Company Goal: Provide a system that records use. Action: Hour Meter: - Record treatment time to document compliance

Wallaby Phototherapy System Problem: “Medical devices in the home need to be safe and childproof.” Home Care Provider Goal: Design a device that meets all U.L. and ANSI standards Action: Line Interrupt Safety Switch: - Automatically turns off power if the light source is opened.

Wallaby Phototherapy System Problem: “Medical devices need to meet all regulatory standards.” Hospital Bio-Medical Engineer Goal: Design a medical grade device that can be safely used in the hospital and the home. Action: Thermal Cut-Off Switch: - Primary & Secondary Fuse

Think Outside Yourself Creativity Innovation Entrepreneurship S.M.A.R.T. Sales Goals Think Outside Yourself Think Outside Yourself

Specific Measurable Attainable Relevant Time-sensitive S.M.A.R.T. Sales Goals Specific Measurable Attainable Relevant Time-sensitive

Specific Call on the top 10 university-based Neonatal Intensive Care Units and identify the clinicians who publish in the area of hyperbilirubinemia. Vinod (Vinny) K. Bhutani Professor of Pediatrics (Neonatology) at the Lucile Salter Packard Children's Hospital Pediatrics - Neonatal and Developmental Medicine

Measurable Offer a 30-day trial evaluation of the Wallaby Phototherapy System to the following hospitals: Children’s Hospital of Philadelphia Boston’s Children’s Hospital Cincinnati Children’s Hospital & Medical Center Rainbow Babies & Children’s Hospital Lucile Salter Packard Children’s Hospital Texas Children’s Hospital – Houston Children’s National Medical Center Children’s Hospital of Denver Johns Hopkins Hospital Vanderbilt University Medical Center

Attainable The top 10 university-based Neonatal Intensive Care Units are easy to access and have a strong interest in evaluating new products.

Relevant The top 10 university-based Neonatal Intensive Care Units are centers of excellence, comfortable with new product breakthroughs and will influence the adoption of the fiberoptic phototherapy technology within the neonatal and pediatric field.

Time-sensitive Trial evaluations should be set-up in all 10 university-based Neonatal Intensive Care Units within 90 days.

Sales Territories