1. Marketing Your Footcare Business Richard Schnaittacher, C.Ped. C.Ped. Toronto, Ontario December 6, 2008

2. THE ESSENCE OF AETREX Established 1946 Established 1946 All products for ankle and below All products for ankle and below From custom to ready made From custom to ready made Product range from orthopedic to fashionable comfort Product range from orthopedic to fashionable comfort Changed name from Apex Foot Health Industries, Inc. in May 2005 Changed name from Apex Foot Health Industries, Inc. in May 2005

3. FIRST STEP: CREATING AN IMAGE

4. KEYS TO BUILDING A PROFITABLE BUSINESS Superior Service Superior Service Differentiation from Competition Differentiation from Competition Complementary Products Complementary Products Perception of Value Perception of Value Reduce Price Sensitivity Reduce Price Sensitivity

5. Creating Superior Service Employees’ Attitude Employees’ Attitude Knowledge Knowledge Training Training Patience Patience Examples, good and otherwise Examples, good and otherwise

6. Complementary Products

7. Control Final Result Control Final Result Fewer return visits Fewer return visits Increase customer satisfaction Increase customer satisfaction More profitable model More profitable model Goal: Facilitating Patient Care without sacrificing quality Goal: Facilitating Patient Care without sacrificing quality

8. Differentiation What is your specialty? Use that as your focus

9. Control Your Message, Be Consistent Choosing a Slogan that best represents your firm: Choosing a Slogan that best represents your firm: New York Presbyterian: “Amazing Things are Happening Here” New York Presbyterian: “Amazing Things are Happening Here” Westchester Hospital: “World class medicine not a world away..” Westchester Hospital: “World class medicine not a world away..” Mt. Sinai Hospital: “Another day, Another Breakthrough” Mt. Sinai Hospital: “Another day, Another Breakthrough” Name a Medical Specialty Name a Medical Specialty

10. Mission Statement Expand on Corporate Slogan

11. Physical Layout is Important Colors Colors Comfortable Chairs Comfortable Chairs Space Space Employee Attitude Employee Attitude Lighting Lighting Music Music

12. Target Your Markets Age Groups Age Groups Diabetic Complications Diabetic Complications Sports Medicine Sports Medicine Occupational Specialties Occupational Specialties Senior Centers Senior Centers Schools Schools Fitness Centers Fitness Centers Referrals Referrals

13. Marketing Tools: Creating a Consistent Image –P.O.P. Displays –Brochures –Advertising: print, radio, T.V. –Special Events, lectures in facility or at referral source –Detailing referral sources –Cross-referrals with medical community –Internet –Coupons

14. Example of Implementing Marketing Strategy The Remaking of Aetrex (Apex)

15. 1992: Maker of Orthopedic Footwear and Custom insoles

17. 1998: First Leather Lined Shoe

18. 1999: Taking Advantage of Popularity of the Internet

19. 2002: Introduction of Foot Scanning Technology

20. iStep Technology Using Attractive Display Format 3744 Barometric Sensors: pressure 3744 Barometric Sensors: pressure 1326 infrared LED’s to measure foot 1326 infrared LED’s to measure foot Variety of attractive displays Variety of attractive displays Reasonable Cost Reasonable Cost

21. Lyncos Semi-custom for immediate use Semi-custom for immediate use Met pads and/or Medial Posts Met pads and/or Medial Posts Fits variety of Footwear Fits variety of Footwear

22. 2002-Present Rapid Expansion of Footwear Products

23. Ambulator Biomechanical Shoe ½” Extra Depth ½” Extra Depth Three insoles Three insoles Straight Last Straight Last Moldable counters Moldable counters P/U Outsole P/U Outsole

24. 2002 2002 Attractive, Therapeutic Attractive, Therapeutic 5/16” extra depth 5/16” extra depth Multiple widths Multiple widths Two insoles Two insoles Firm counter Firm counter Ample toe box Ample toe box Rocker sole Rocker sole Mozaic insole Mozaic insole

26. LASTS AND FUNCTION Lenex: Straight Lenex: Straight Voyage: semi straight. Voyage: semi straight. Ozone: semi curved Ozone: semi curved

27. Women’s Essence

28. Men’s Gramercy

29. Mozaic: Instant Customization

30. Copper socks Anti fungal and bacterial Anti fungal and bacterial Anti odor Anti odor Improves skin quality Improves skin quality Moisture wicking Moisture wicking

31. 2005: Apex Become Aetrex Creates New Slogan “ Living My Way”

32. VALUE OF FOOTCARE SPECIALISTS WELL TRAINED TO TREAT VARIETY OF FOOT PROBLEMS WELL TRAINED TO TREAT VARIETY OF FOOT PROBLEMS CAN REFER FOR PROBLEMS BEYOND EXPERTISE CAN REFER FOR PROBLEMS BEYOND EXPERTISE LACK OF SERVICE-ORIENTED PROVIDERS LACK OF SERVICE-ORIENTED PROVIDERS CREDIBILITY WITH PATIENTS CREDIBILITY WITH PATIENTS

33. Review of Marketing Techniques Establish Market Strategy: target niches Establish Market Strategy: target niches Advertising: use cost effective media such as senior newsletters, community papers, church newsletters Advertising: use cost effective media such as senior newsletters, community papers, church newsletters Health Fairs and Diabetes Expos Health Fairs and Diabetes Expos Direct Mail: current patients and targeted lists Direct Mail: current patients and targeted lists Displays in Office: communicate products/services. Create immediate and future cash sales Displays in Office: communicate products/services. Create immediate and future cash sales

34. Marketing Techniques (cont’d) Custom literature. Prescription Pad with Doctor information. Custom literature. Prescription Pad with Doctor information. Product Binder for Referral Sources: organize by orthotics, prosthetics and then by upper, lower body, etc. Product Binder for Referral Sources: organize by orthotics, prosthetics and then by upper, lower body, etc. Internet: Research hospitals, doctors. Find support groups that might need you as speaker. Identify senior, health and diabetic consumer expos. Email patients, very cost effective. Internet: Research hospitals, doctors. Find support groups that might need you as speaker. Identify senior, health and diabetic consumer expos. Email patients, very cost effective.

35. Caruso-Schnaittacher Matrix Framework for Selecting Correct Product Framework for Selecting Correct Product Minimize Key Variables to: Minimize Key Variables to: –Range of Motion: Flexible or Rigid –Activity Level: Low/Moderate or High/Active –Nerve Sensation: Normal or Impaired –Weight: Light/Moderate or Heavy –Apply above to most common foot conditions: –Flat Feet, Cavus Feet, Partial feet

36. 800-526-2739THANKS Rich Schnaittacher Paradigm Medical