Doctors: Orthopedics -What does a family doctor sell? _____________________________________________________________________ -Who do they sell to (target groups)? _____________________________________________________________________ -What factors would they care about when deciding which Ortho 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)? Will a patient always have the opportunity to see an actual doctor? Do you take care of the insurance processing or will the patient need to do this on their own? Do you have any specialize in any specific area such as sports medicine, joint replacement, spinal surgery, carpel tunnel, other? Are you Board Certified? Do you have any Rehabilitation Equipment in-office and/or PT’s or Sports Medicine specialists available? Are you able to take X-Rays in office? This is a difficult question to ask, but do you always offer non or minimally invasive options first? Do you work with children who have had a broken bone? How quickly are you normally able to return a patient’s question via or phone call? 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: Orthopedics 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 doctors/technicians/PT’s 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 family practice the best choice for someone or a family? (subheadline) __________________________________________________________________________________ Have your 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