BUSINESS PLAN ALIGN TECHNOLOGY INC

Javier Telez 8/01/2013

WHERE ARE WE NOW?

Vizcaya 15 providers Alava 6 providers Guipuzcoa 11 providers Cantabria 4 providers Asturias 7 providers

WHAT WE WANT

INVISALIGN

PROVIDERS

BUSINESS SITUATION
DAFO INTERNAL ANALISIS STRENGHTS
Product Marketing strategy Patients and providers Brand Image

WEAKNESSES
No KAM for the territory Prize

OPPORTUNITIES EXTERNAL ANALISIS

New KAM New technologies and SM Focusing on patient

THREATS Crisis

A 3 PRINCIPLED SOLUTION 1. Add Value

1. Develop your promotion to Key Customer Focus 1. Differentiate

1-. ADD VALUE The General principle for business growth works the same for medical devices market Differentiated
C O M P E T I T I O n

Desired

Client s Needs
Not
relevant

Alike

Market

Prize

Top Value

ADD VALUE
Create an integrated offering From Product to Care
Product Core effects Product profile Information on characteristics features, functionality and

1st layer therapy

Focus on adecuate use for Augmented Brand the individual patient in the Support, service by marketing right cobdition tools

2nd layer Therapy

Value proposition A) Professional Support from A) Patient oriented health HC professionals and other care activities by Health for the patient professionals B) Cooperation and sinergy B) Increasing HC effects by between co-acting care improvement of care and providers health processes

DEVELOP YOUR PROMOTION

Create a path of development from detailing to partnership
PROMOTE& ENGAGE
CONNECT& INTERACT

DEVELOP& CREATE

SHOW DEMO EDUCATE INFORM

COLLABORATE SUPPORT SERVICE SHARE

CREATE INTEGRATED PATIENT CARE CREATE PARTNERSHIPS CO-EVALUATE

DEVELOP YOUR PROMOTION

1. Segmenting and focusing on best potential costumers Fast engagement with Influencers - Prepare with actual KAM a 4 week plan for engagement with most influencers costumers * 1 visit /week * Different approaches * Empathy and collaboration - Discover these customers needs and desires

DEVELOP YOUR PROMOTION

CREATE INVISALING COMMUNITY
Promote interactions between customers with many invisalign patients and customers with few patients Create defenders customers for Invisaling Promote relationships between doctors and patients communities.

http://www.odontologia-online.com/

They are talking about us and we must know who they are and Where they are talking

DEVELOP YOUR PROMOTION Co-create to

Recognize your costumersand patients needs and interests Align to your customers status quo Motivate change and development at the patientspoint of care

DIFFERENTIATE Differentiate between accounts

Not just individuals But their networks too, Their accessibility and feasibility for success TO US!

You dont want to spend time and money in a lost case

Profile and Classify Potential

Estimate of feasible volume of business with this account AND Quality of Account: Quality of organization & organizational development Quality of care provision and development of care Quality of our relationship with this account

Differentiate within a new segmentation

Professional & Care Profile Account

Cocreate

Partner

Develop

Build

Relationship

Means that we can develop from detailing to (key) account management

PROFILING DMUs

Development Of Partnership

Segmentation and Targeting

DMU MANAGEMENT

Key Customer Focus Cycle

Market Approach Mapping

DMU MANAGEMENT

Fulfilment

Development value proposition

Targeting and Access

Identification/account information

Account Segmentation