Doctors: Eyes-Optometrist(OD) or Opthalmologist(MD) -What does a family doctor sell? _____________________________________________________________________ -Who do they sell to (target groups)? _____________________________________________________________________ -What factors would they care about when deciding which eye doctor to choose? _____________________________________________________________________ Call Opening Questions: How soon can you normally see a new patient (same-day for emergencies, or within a few days non-emergency, week, or longer)? What age do you start seeing children? Do you have any specialists at your practice for specific concerns with Glaucoma, Retinal Detachment, Cataracts, etc.? Are you able to treat patients with diabetes? Do you have an optician on staff for eye glasses and/or contact lens? Do you have an in-house lab to make frames and/or contact lens? If not, how soon can you normally provide glasses for a new patient? Do you offer same-day repairs for either lenses or frames? If so, do you have a wide variety of frames and/or contacts to choose from? Do you carry any well known brand name designer frames? Do you also provide a large selection of sports frames and/or prescription sunglasses? If so, how quickly can you normally provide prescription eye glasses and/or contacts? If surgery is needed to you have an ophthalmologist on staff? If so, do you also provide any type of laser eye surgery such as LASIK? Do you provide references/testimonials? Do your potential clients care about some of these points-if so, could we discuss in more detail? Notes: _________________________ _______________________ _______________________ _______________________ _______________________ _______________________ _______________________ _______________________ _______________________ _______________________ _______________________ _______________________ _______________________ _______________________ _______________________ _______________________ _______________________ Confidential Property of Mike Centorani/Matchcraft, Inc. 2009

Doctors: Eyes-Optometrist(OD) or Opthalmologist(MD) Needs Analysis Questions: What are your most profitable/desirable types of patients? (possible headline) _________________________________________________________________________________ What % of your patients do these represent? What % would you like it to be? _____________________________________ _______________________________________ What other types of patients do you handle? Would you like more of any of these type of patients? (headings) _________________________________________________________________________________________________ How many OD’s/doctors/technicians do you have? How many patients do they see a day (avg)? _____________________________________ _______________________________________ How many more patients (on average) could they see a day? (capacity) __________________________________________________________________________________ I know there is probably a pretty wide range, but what is the average worth for one patient visit? (ROI) __________________________________________________________________________________ WHY is your eye care practice the best choice for someone or a family? (subheadline) __________________________________________________________________________________ Have your OD’s/doctors/technicians gone through any type of board certifications? Are they professional and courteous? __________________________________________________________________________________ How far would you someone be willing to travel to visit your practice? (other directories/reach) __________________________________________________________________________________ What other ways do you try to promote your practice now? (continuity of ad messages) __________________________________________________________________________________ What is the main theme of your other advertising? Do you have any copies of ads I could look at? ____________________________________________ _____________________________________ Note: Continue to ask additional follow-up questions as well as confidence and convenience factor questions