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-A Family of Eye Care Companies

Module Network Service Program
Module Number Six
Marketing/Sales

Background:

THE EDMONDS GROUP has been involved in the marketing and sales of many of the carve - outs for eye care in the United States. The marketing of an Integrated Network is very different from that of a traditional eyeglass plan. Unlike the eyeglass market, there are a limited number of target payors for the full service Optometry/Ophthalmology product. For this reason, the Integrated Network sells a very local product family. The payor community is largely unaware of any integration of eye and vision services, as it is bombarded with national eyeglass plans that are sold as a rider or organized as a discount or "value added" service. The mission of the Integrated Network is not to compete with these traditional programs on price but rather to create a truly differentiated product that is based on the unique strengths of the Network . The sales effort for an Integrated Networks’ products is therefore focused on a select group of payors and is based on personal contact by the Network members in conjunction with the sales team. This team is comprised of key members of the provider community in conjunction with the lead consultant and the adjunct sales consultant. Members of the team will meet with each prospective payor and
execute the sales strategy for that payor.

  • WHO are the members of the network? How many optometrists, ophthalmologists? Where will surgery be performed?
  • WHAT are you offering? Vision, Eyeglasses, Contact Lenses,
    Medical Eye, Eye Surgery, Facility?
  • WHY should I change from my current eye care program? What is different about your program that will cause me to change a program that has not been a problem for the Plan?
  • HOW much does your program cost? How do you control cost? How does the program work?

Sales Strategy:

  1. Identify Key payors
  2. Seek contact with these payors for Network Membership
  3. Initiate meeting with payor, local contact, lead consultant, adjunct sales consultant
  4. Introduce Network, unique strengths, geographic coverage, Quality Improvement Plan
  5. Inquire about payors current eye care coverage
    1. Medical/Surgical
    2. Routine Eye Care
    3. Hardware
  6. Inquire about any current problem and length of contracts
  7. Inquire about payor's desires and ideal eye care program
  8. Design product/proposal to meet payor's needs
  9. Price product on PMPM basis
  10. Present proposal to payor
  11. Fine tune product/price to meet payor's objectives

THE EDMONDS GROUP proposes a consulting relationship to provide Sales and Marketing program.

Financials:

The daily consulting rate for members of The EDMONDS GROUP is $1,500.00 per day plus expenses. Estimates are based on the other Modules that are linked with the Market Analysis Module but, the average cost is a retainer of $25,000.00 plus expenses.