1. Doctors: Radiology -What does a family doctor sell? _____________________________________________________________________ -Who do they sell to (target groups)? _____________________________________________________________________ -What factors would they care about when deciding which radiologist to choose? _____________________________________________________________________ Call Opening Questions: For mammograms do you offer film screen analog and/or high resolution digital technology? If you use film, do you use the new double emulsion film? Do you offer open MRI’s for children or people who feel claustrophobic in closed MRI machines? This may sound like a strange question, but would you mind if I asked you what the magnetic field strength is of your MRI scanners…from doing some research, I know that they range from 0.25T to 3.0T and that the larger the number, the more “powerful” the machine is which means higher resolution images? Do your MRI machines go through regular maintenance? Do you have both male and female radiologists? Are all of your technologists and radiologists certified? How quickly are you normally able to return a patient’s question via email or phone call? Do your potential clients care about some of these points-if so, could we discuss in more detail? Notes: _________________________ _______________________ _______________________ _______________________ _______________________ _______________________ _______________________ _______________________ _______________________ _______________________ _______________________ _______________________ _______________________ _______________________ _______________________ _______________________ _______________________ Confidential Property of Mike Centorani/Matchcraft, Inc. 2009

2. Doctors Family Practice (General Practitioners) Needs Analysis Questions: Who are your most profitable/desirable types of patients? (possible headline) _________________________________________________________________________________ What % of your patients do these represent? What % would you like it to be? _____________________________________ _______________________________________ What other types of patients do you handle? Would you like more of any of these type of patients? (headings) _________________________________________________________________________________________________ How many doctors/technicians do you have? How many patients do they see a day (avg)? _____________________________________ _______________________________________ How many more patients (on average) could they see a day? (capacity) __________________________________________________________________________________ I know there is probably a pretty wide range, but what is the average worth for one patient visit? (ROI) __________________________________________________________________________________ WHY is your radiologist practice the best choice for someone? (subheadline) __________________________________________________________________________________ Have your doctors/technicians gone through any type of board certifications? Are they professional and courteous? __________________________________________________________________________________ How far would you someone be willing to travel to visit your practice? (other directories/reach) __________________________________________________________________________________ What other ways do you try to promote your practice now? (continuity of ad messages) __________________________________________________________________________________ What is the main theme of your other advertising? Do you have any copies of ads I could look at? ____________________________________________ _____________________________________ Note: Continue to ask additional follow-up questions as well as confidence and convenience factor questions