1. Doctors: Internal Medicine -What does a family doctor sell? _____________________________________________________________________ -Who do they sell to (target groups)? _____________________________________________________________________ -What factors would they care about when deciding which doctor to choose? _____________________________________________________________________ Call Opening Questions: Will a patient always have the opportunity to see an actual doctor vs. a nurse practitioner? Do you take care of the insurance processing or will the patient need to do this on their own? Do you have specialists at your practice? (example: gastroenterology, nephrology, endocrinology, other?) If it is determined that a patient needs a test or procedure, are you good about taking the time to answer all of their questions and expectations? Which local hospitals are you affiliated with when specific procedures are needed? How do you handle giving a patient their test results…phone call, follow up visit in-person, email, regular mail, etc.? If a patient calls in with a question are they able to speak to a doctor over the phone? How quickly are you normally able to return a patient’s question via email 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

2. Doctors: Internal Medicine Needs Analysis Questions: What are your most profitable/desirable types of patients/procedures? (possible headline) _________________________________________________________________________________ What % of your patients/procedures 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 do you have? How many patients do they see a day (avg)? _____________________________________ _______________________________________ How many more patients/procedures (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 practice the best choice for someone for a specific test or procedure? (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