A user-friendly, stand alone system for sensitive and reliable breath-hold monitoring
Feb 18, 2016
A user-friendly, stand alone system for sensitive and reliable breath-hold monitoring
Sales Process
Who is the Target Customer?
Customer: Hospitals performing Interventional Procedures such as biopsies of the lung, liver, kidney, adrenal glands.
Current Application: CT fluoroscopy guided biopsies of lung or upper abdomen.
Problem: Respiratory motion introduces variation.
Solution: Breath Hold™ device with instant visual feedback gives control required for improved results.
Who to call: Interventional Radiologists, Director of Radiology Manager,Radiology Technologist, Radiology Nurse, Interventional Radiology Nurse.
Instant Respiratory Motion FeedbackCurrent Uses
• Lung biopsy• Liver biopsy• Kidney biopsy• Adrenal gland biopsy
• Lung Fiducial Placement
Setting Expectations – Initial Call to the Hospital
Creating Interest with the Radiology Manager, Tech or Physician
• Give them a brief summary of the device
• Open-ended Question: Ex. We continue to hear from other hospitals that respiratory motion is a major issue. How has it been an issue at your facility? Any Examples?
• Get an idea of their monthly biopsy count, lung fiducial placements
• Confirm interest, and get a meeting in place.
Setting Expectations – Initial Meeting
• Ask for a lung biopsy at the initial meeting
• The performing physician needs to be a decision maker, and ask for multiple physicians to be present for the initial demo.
• One procedure or up to one day of usage; device will not be dropped
• Understand the process! Ex. If the procedure goes well what is the next step? How can we move this forward?
• Control the process! Ask the right questions so there are no surprises for you or the dealer on procedure day.
The Perfect Demo
• Go through the components of the Breath Hold
• Share your experiences from other hospitals – Lower complication rates, benefits of the device in getting more tissue, better angles, etc.
• Turn the stage over to the physician as quick as possible.
• Lead them by asking about the difficulty PATIENTS have in breathing correctly, and how that affects them.
• Drill deeper! Get specific examples from the physicians on past examples of complications, how that affects them and the hospital, etc.
• Start forming a ROI in your mind from the value cues physicians are giving you.
The Perfect Procedure• Get to know the patient! Explain the device and the
process
• Get to know the hospital staff. Go through the process, and make sure they see how simple it is.
• Place the belt on the patient in advance. Is it in the right place and secure? Go through a few trial breathing exercises.
• Quick review with the physician(s)
• Turn off automated voice commands for the CT
• Observe and be ready to assist at any time! Listen for value cues!
The Physician Close
• Get the thoughts of the physicians and techs – Listen closely!
• Will they champion the device for you? That means they can prove our device provides value, and will tell that story internally.
• The GOAL is to have the physician(s) TELL YOU WHY the Breath Hold will DRIVE REVENUE or REDUCE EXPENSES for the hospital!!
How do you do that?
• What value cues did they mention?
• Take those cues and start mentally translating them into open-ended questions to gain value. Ex. Could you add 1 patient per month with our device?
The Physician Close Continued
• Do you have enough value to sell the device to administration? Don’t leave without it.
• Ask the physician for help in understanding the capital purchasing process.
• Ask them for a purchasing contact. Would they be willing to come along?
• Confirm that the physician will be your champion!
Administration Close
• New Mindset = How can the Breath Hold create revenue or minimize expenses for the hospital? THAT is what administration is concerned with.
• Explain where the physician sees value (ie. more cases, less complications, etc.)
• Try to put that value in $ format, OR ask purchasing to quantify that for you.
• End with a rough breakeven for the hospital. Could this be paid off in 6 months? 1 year? Get them to see it, and agree.
Getting the Order
• Make sure you understand the capital purchase process!
• Lay out the steps in the process. Have we cleared them all?
• Have all decision makers signed off on the order?
• When does their fiscal year end? When is our order slotted?