1. Business Development Essentials Mark Walsh, Senior Manager, Business Development Strategic Accounts Abbott Medical Optics

2. Business Development Essentials By Mark Walsh, Senior Manager, Business Development Strategic Accounts With Abbott Medical Optics

3. The Patient LASIK Journey - WAC

4. 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

5. 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

6. 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

7. 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

8. 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

9. 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

10. 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

11. 5. Word of Mouth Plan - Extending E-mail surveys At consult At booking Post-op Digital photo day of surgery Anniversary cards

13. Thanks for Your Attention!