SUSTAINABILITY

GROWTH

CREATIVITY

INTELLIGENCE

GROWTH

• Significant Growth in Past 5 years

• Industry Future is Uncertain, Consolidation is Rampant

• Challenge is to Grow New Patient Referrals

• Current Finances Require Efficient Resources

• Expanded Market Requires Additional Resources

- See Field Support ProForma Worksheet

• Future - Potential to Grow Services in Addition

to Core Model

Current Analysis

SUSTAINABILITY

• Reporting Capabilities are in Development

• Field Activity is Not Targeted

• Marketing & Sales Have Low Communication

with Operations

• Significant Leverage over Business Results

Resides with One Person

Current Analysis

INTELLIGENCE

• Currently Exists in Silos

• Not Leveraged to Determine Field Activities

• Marketing BI not Communicated Well

Across Organization

• Huge Upside Associated with Continued Development

Current Analysis

CREATIVITY

• Design/Creativity is not a Core Competency of MAPS

• Typically Outsourced

• Creative Ramp-up Period to Learning MAPS Business

• Room for Creative Differentiation in Medical

Current Analysis

1. IMPACTFUL ACTIVITIES

2. OPERATIONS TOOLBOX

3. VOICE OF CUSTOMER

4. MARKET INSIGHT

5. CAMPAIGN EXECUTION

IMPACTFUL ACTIVITIES

Key Development Drivers

Develop Robust Reporting Systems

Target Outreachby Performance

Track Resultsand ROI

GROWTH

THE MAPS TOOLBOX

REPORTINGSYSTEMS

MARKET INTELLIGENCE

SALESFORCE

MARKETFEEDBACK

OPERATIONALSTANDARDS

OPERATIONS TOOLBOX

Key Development Drivers

GROWTH

SUSTAINABILITY

INTELLIGENCE

Understand

Communicate Change

VOICE OF CUSTOMER MONITORING

Key Development Drivers

GROWTH

SUSTAINABILITY

INTELLIGENCE

MARKET INSIGHT

MARKET POTENTIAL

MARKET SHARE

MARKET TRENDS

Key Development Drivers

SUSTAINABILITY

INTELLIGENCE

CAMPAIGN DEVELOPMENT

Key Development Drivers

logicalcreativ

e

social

• Strategic Planning

• Market Research

• Op Development

Social Media Public Relations Conference Planning Affiliation Management

Web Development •

Film/Photography •

Design •

Copywriting •

Production •

GROWTH

CREATIVITY

MoK ToolBox

• 20 hours week of strategic leadership

• 10 hours week of creative services

• 20 hours week of project management

• Creative Concepting & Execution

• SalesForce Development

• Reporting Development

• Voice of Customer Research

• Market Insight (Organizational Charts)

• Operational Development

• Marketing Plan Development

• Project Management

• Conference support

• Marketing Team Meetings

• Medical Director Meetings

• SPC Meetings

• Various Internal MAPS Meetings

Current Status• Continued Website Development

• Web Portal Development

• Numerous Print & Interactive Designs

• MAPS Film Project Production

Vision

• Continued Website Development

• Targeted Biz Dev Presentations

• MAPS Film Project Production

• Conference Strategy & Development

• PT, BH, CPP, HolM Campaigns

• MAPS Value Prop Video

• Television/Radio

• Public Relations Efforts

Current Status• Weekly Entry of Activities Occurring

• Inconsistent Follow-up on Tasks

• Strategic Info Not Being Captured

• Future Activities not Scheduled

• Business Development Weekly Reporting Push

• Database Cleansing Needed

- Currently in planning – 2 mo process overall

• Information Not Visible to Entire Organization

• SalesForce Not Communicating with

Other Solutions

Vision• Clean, Consolidated Contacts,

Clinics & System Data

• Strategic Information Documented

• Activities Recorded & Communicated Daily

• Tasks Consistently Assigned & Executed

• Future Schedule Set & Communicated

• SalesForce Accessible to Organization

• SalesForce Integrates w/ Other Software

Current Status• Numerous Business Centers Consulted

• Report Development Team Dedicated

• Impactful Core Reports Generated

• Reports Being Utilized for Call Planning

• Operational Standards Development in Process

Vision• Reports Utilized Across Organization as KPI’s

• Reports Integrate into SalesForce

• Reports Drive Impactful Activities

• Reports Indicate ROI Correlation

• Reports Identify Capacity Needs

Current Status• Process Set with Customer Service

Committee (CSC)

• Internal MAPS Dept. Discussions Completed

• MAFP Preliminary Research Performed

• Maple Grove Target Clinics Identified

• Two Rounds of Target Clinic Calls Completed

• Initial Appointments Sent

Vision• Clinic Interviews Completed

• Learning Summarized & Analyzed

• Improvement Planning Through CSC

• Measure Results

• Communicate Changes to Market

• Continue Monitoring VOC

Current Status• Initial Clinic Information Obtained

• Maple Grove Org Charts Developed

- Key Feeder Clinics

- Provider 12-mo Referral Performance

• IT Determining NextGen Integration

• NextGen Data Consolidation Planning

• Other Tier 1 Sites in Process

• Vision

Vision• Market Org Charts Utilized As Standard Tool

- Providers/Staff

- Committee Meetings

- Marketing Team

- Executive Leadership

• Charts Drive Impactful Activities

Current Analysis• Developed Targeted 2011 Marketing Plan

• Implemented Mktg & Biz Dev Team Meetings

• Weekly Team Activities Report Developed

• SalesForce Operational Standards in

Development

• Reporting Standards in Development

• VOC Feedback in Development

• Market Org Charts in Development

Representative Mix of Duties:• 40% Prep & Meetings

• 60% Field Activity

Sample Field Activity Mix• 33% Group Meetings

- Conferences

- In-services

- Trainings, etc.

- 2 per week, 4 hr/ea

• 33% Face-to-face Appointments

with Providers

- Agenda Driven, Opportunity Targeted

- 8 per week, 1 hr/ea

• 33% Key admin meetings

- Information Gathering

- Relationship Building

- 16 per week, 30 mins/ea

Estimated Available Hours per Rep• 46 Work Weeks

• 40 Hours per Week

• 1840 Hours Total

- 736 Hours Prep & Meetings

- 1104 Hours Field Activity

Example Field Call Types & Time Requirements• Tier 1 Top 10 Clinic Group Meetings

- Quarterly Group Meetings

- 40 Meetings per Tier 1 clinic per year

- 2 hours per visit

- 320 hours total

Example Field Call Types & Time Requirements• New Referring Provider Appointments

- According to MAPS Reports,

Approximately 1000 Providers

Have Referred 1 Patient in the

Last 12 months

- 2 hours Each, 2000 Hours Total

Example Field Call Types & Time Requirements• Face-to-Face Provider Follow-ups

- According to MAPS Reports, 700

Providers Have Referred Multiple

Patients in Last 12 months

- 1 hour each, 700 hours total

Example Field Call Types & Time Requirements• Admin Meetings

- 30 Target Clinics/Tier 1

- Twice annually 1 Hr/ea, 240 Hours Total.

• Conference Attendance

- 2/qtr

- 8 Hrs/ea, 64 Hours Total

Ideal Field Capacity = 3,324 Hours