IMAPAC DS BRIEFING PROCESS & GUIDELINES

Step 1: Preparation Checklist

1. Fill up the delegate sales briefing document

2. Arrange briefing meeting between DS leader and assigned delegate sales

3. Clarify all kinds of discount schemes for this event with the project director and marketing

Buy 2 Get 3; Buy 3 Get 5
Group Discount
Association Discount
Academic/Government/NGO Discount
Inner Circle
Prize Freeze

4. Prepare a standard call opening

SAMPLE - Producer’s Opening Pitch for DS

DS:

Hello, my name is *** and I am calling in regards to the private hospitals/private clinics (use one or the other depending on whether they are hospital or clinic) gathering taking place in Shanghai in May, are you aware of it?

The event is bringing the heads of the most important hospitals and clinics in China to discuss their growth strategies, the opportunities that lie for hospital and clinic operators in this region, as well as how they are managing and effectively operating their businesses for greater returns.

Considering you are a hospital/clinic in China and that the market expectations for this industry are of spiked growth over the next 5 years, are business growth opportunities something you would be interested in hearing about?

OPTION 1

Yes

DS:

So are you looking into expanding your business further? Because one of the key points at this event is also bringing investors and developers interested in this market to the discussion. They are looking for opportunities and partnerships in this sector, so would this be something of your interest as well?

Also, we have industry leaders who have done great things for the private healthcare sector in China, like Roberta Lipson bringing foreign models into China, or Dr. Tony Duan, heading one of the most important public hospitals and working very closely to the private sector now as well.

OPTION 2

Not really

DS:

So that means that you are not looking for any new clients, or making your business work better at all? Because people like Roberta Lipson (who by the way never ever talks in public and this is just such a rare opportunity for the public to hear from her), with such great experience in growing amazing businesses in the Chinese private healthcare system, or Dr. Tony Duan, with a public healthcare perspective but now also looking into the necessary partnership between public and private sectors, will be sharing all this amazing expertise here.

Wouldn’t that be of value to you? I mean, if you had the chance to turn on the TV and watch them sharing all this industry intelligence, would you watch?Also, we have industry leaders who have done great things for the private healthcare sector in China, like Roberta Lipson bringing foreign models into China, or Dr. Tony Duan, heading one of the most important public hospitals and working very closely to the private sector now as well.

I’ll have to ask my management for approval.

DS:

I see. So who would you be reporting to, if you don’t mind me asking? I thought you were quite high up in the hospital rank.

We have no budget.I’ll have to ask my management for approval.

DS:

I understand. So what would be your budget for meeting potential partners, or industry success stories that can help you keep bringing up your hospital standards, attract more clients, learn from the latest regulatory landscape that will impact the market, etc? Wouldn’t all these value prospects be interesting for your business? Ultimately, how much would you be willing to invest to try to grow your business?

DS:

Hello, my name is *** and I am calling in regards to the private hospitals investment gathering taking place in Shanghai in May, are you aware of it?

The event is bringing the most experienced investors, developers, and operators in the private healthcare sector, which is one of the most promising growing sectors in China at the moment, with great support from government initiatives to encourage this growth.

Have you already set a foot into the development of healthcare-related properties? Or is this business opportunity something you would be interested in?

OPTION 1

Yes

DS:

I am not surprised! I am speaking with many developers these days and the response that we are getting from your sector is amazing. The interest and the already in-place projects on this field are much more than I expected. We actually have many top investors within the speaker lineup and the delegate list that are actively looking to partner for development, and the programme is also including various success stories to learn from. Would you be interested in connecting with these people in some way?

OPTION 2

DS:

Oh, really? I am a bit surprised, I am talking to so many developers these days and they are all so keen on this sector and the potential it has. Many of them are already in the game, and those who are not, they are very curious about getting to know about the opportunities it brings.

You know the government has listed healthcare as one of its top 10 priorities with a focus on privatizing a big portion of its public provision by 2015, and for that they are encouraging investors and developers to help them build this new healthcare horizon for China. That is why the expectation is so high for this sector and there is such a huge demand for analysis and partnerships, and also the reason why we were asked by investors and developers leaders to put this event together.

Would you consider being part of this discussion and business opportunity?

It's too expensive

DS:

I understand. So what would be your budget for meeting potential partners, or industry success stories that can help you bring a new and very prosperous revenue stream to your developments, learn from the latest regulatory landscape that will impact the market, find potential partners, and hear of business opportunities? Wouldn’t all these value prospects be interesting for your business? Ultimately, how much would you be willing to invest to try to grow your business?I see. So who would you be reporting to, if you don’t mind me asking? I thought you were quite high up in the hospital rank.

DS:

Hello, my name is *** and I am calling in regards to the private hospitals investment gathering taking place in Shanghai in May, are you aware of it?

The event is bringing the most experienced investors, developers, and operators in the private healthcare sector, which is one of the most promising growing sectors in China at the moment, with great backup from government initiatives to encourage this growth.

I understand you provide consultancy services for many sectors, have you already set a foot into supporting the players of this industry? Or is this business opportunity something you would be interested in?I understand. So what would be your budget for meeting potential partners, or industry success stories that can help you bring a new and very prosperous revenue stream to your developments, learn from the latest regulatory landscape that will impact the market, find potential partners, and hear of business opportunities? Wouldn’t all these value prospects be interesting for your business? Ultimately, how much would you be willing to invest to try to grow your business?I see. So who would you be reporting to, if you don’t mind me asking? I thought you were quite high up in the hospital rank.

OPTION 1

Yes

DS:

I am not surprised! I am speaking with many consultants and other providers to this industry these days and the response that we are getting from your sector is amazing. The interest in this field is much more than I expected. We actually have many top investors, developers, and operators within the speaker lineup and the delegate list that are actively looking to jump into this market, but need the local assistance of consultants like yourselves to solve certain logistic issues and other worries related to the particularities of the market. Would you be interested in connecting with these people in some way?

OPTION 2

DS:

You know the government has listed healthcare as one of its top 10 priorities with a focus on privatizing a big portion of its public provision by 2015, and for that they are encouraging investors and developers to help them build this new healthcare horizon for China. That is why the expectation is so high for this sector and there is such a huge demand for analysis and partnerships, but also it means that many foreign and local players need support on this, and seek help from firms like yours to be assessed during the process of partnerships, investment, and development of projects.

Do you provide this type of assessment and support to investors looking for business in China?

It's too expensive

DS:

I understand. So what would be your budget for meeting new clients, and industry intelligence that can help you bring a new and very prosperous revenue stream to your services, learn from the latest regulatory landscape that will impact the market, find potential partners, and hear of business opportunities? Wouldn’t all these value prospects be interesting for your business? Ultimately, how much would you be willing to invest to try to grow your business?

DS:

The event is bringing the top decision makers of the most important hospitals and clinics in China to discuss their growth strategies, current trends in operations and supply, as well as how they are managing their businesses for greater returns. Considering supplying products to this market, are business growth opportunities with the private and public hospital sector in China something you would be interested in participating at?

OPTION 1

Yes

DS:

I am not surprised, we have had such a great response on this event, much more than we expected, as the business opportunity that companies like yourselves are finding in this market is huge. You know the government has listed healthcare as one of its top 10 priorities and plans to grow both the public and private provision exponentially in the next 5 years.

According to industry reports, the market for medical products will continue to grow at double-digit rates for the next decade and beyond, but the window of opportunity is not expected to be open for long, so this is the time to secure the business for the next decade.

OPTION 2

DS:

Well, you know we have had such a great response on this event, much more than we expected, as the business opportunity that companies like yourselves are finding in this market is huge. You know the government has listed healthcare as one of its top 10 priorities and plans to grow both the public and private provision exponentially in the next 5 years.

As a supplier to this market, wouldn’t you be keen to gain this new and current hospitals as your clients and ensure you are safe in their providers list?

Step 2: Briefing

1. Brief USP, Positioning

2. Brief how profiles are connected to each other; who are buyers and sellers; explain what each function does

3. List top challenges each profile is facing

4. Top benefits why each profile will want to attend the event: who they want to meet, what they want to achieve, what they can learn

5. Topics each job profile will be interested in the programme (for VLM)

6. Confirmed speakers we need to mention when we talk to each job profile

7. Give examples of company names per profile

8. Any questions from DS?

*Step 2 and 3 should be done on the same day or at most one day apart from each other.

Step 3: Test and Feedback

1. Show 1–2 random company websites and ask DS to classify them into the right profile.

2. Ask DS the top 3 benefits for those random companies to attend.

3. Do a LinkedIn search and ask DS to tell you why a certain person who has a certain job title from a certain company would want to attend.

4. Ask DS to do a self-initiated search to find a potential lead.

5. Call opening and how to say it?

*DS to go back and practice pitching for half a day to 1 day (for experienced salesperson, could jumpstart).

Step 4: Role Play

1. DS to pitch conference manager over the phone, at least 2 different examples with 2 different job titles/companies. CM to prepare for who they want to pretend to be.

2. Give feedback.

3. Pitch again.

4. Pitch again until CM is confident that the right message will be delivered to the target market.