Field Service Medical 2017 (past event)
February 27 - March 01, 2017
1.888.482.6012
Day Three, March 1 - Achieve Cross-Functional Integration
08:00 - 08:45 Continental Breakfast & Registration in the Solutions Zone
08:45 - 08:50 Welcome Remarks
08:50 - 21:00 Chairperson’s Opening Address
21:00 - 09:20 Maximizing Service Time with Digital Tools
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Create IT tools that are focused on allowing field service professionals to be in the field with the customer as much as possible
- Understand the essential principles to follow when building these digital tools
09:20 - 10:00 Case Study Revolution: Discovering Service Revenue from Your Installed Base
Karl Geffken of Medtronic knows the importance of integration - his job focuses on service marketing, after all. Hear his insights on how integrating previously separated roles can actually create revenue for your company. Walk away with takeaways on how to:
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Collect and analyze data from your installed base to create revenue opportunities
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Understand commercial strategies for successful services marketing and selling
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Learn what types of commercial metrics yield the best results and why
10:00 - 10:40 Panel: Implementing Service Across the Entirety of Your Product Lifecycle
Internal organizations need to break their vertical silos and actually start communicating with each other. Service reps sticking to fixing the machine is no longer the case, but for companies still struggling with this it’s important to note that cross-functional integration needs to be communicated top-down and bottom-up. This is why the panelists you’ll learn from in this session range from senior manager to VP level. You’ll hear different perspectives and gain clarity on ways to:
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Know what role service can play right from the start
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Use customer feedback from service touch points to enhance the product throughout it’s development, including the need for remote diagnostics
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Improve communication with your R&D, marketing, and sales team
10:40 - 11:00 Morning Refreshment & Networking Break
11:00 - 23:20 Service is a Product – How to Sell it That Way!
Assuming that repairs will come back to your company automatically after the initial sale is one of the largest revenue mistakes that sales organizations make in Capital Medical Equipment. Service must be marketed and sold as a product with the same tenacity and energy as the initial sale of equipment. Securing service agreements at the point of sale not only ensures a continued revenue stream for your sales force and service organization, but it protects your brand, improves instrument and device performance and, ultimately, delivers better patient outcomes. Based on Richard Wolf Medical Instruments’ hybrid service and sales model, hear how to:
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Secure service revenue dollars upfront by training your service and sales teams to present service options at the point of sale
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Protect your brand by ensuring that devices perform at a high level through authorized repair
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Overhaul your recruitment model for service technicians: Hire the attitude, Train the skills!
Jeff Yates
National Service and Repair Manager, U.S.Richard Wolf Medical Instruments Corporation
23:20 - 12:00 Panel: Shift from Customer Service to Customer Experience
In the age of the increasingly knowledgeable customer, it is understandable that they want more out of their manufacturer’s service team than to fix a broken part and leave without a word of how they made the repair. By integrating your service and marketing efforts, you not only shift to a CX model, but you also create a more holistic field staff in the process. These service marketing experts help you successfully:
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Collaborate more effectively with your marketing team to better get the service message across
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Drive home the financial cost of downtime and how better service mitigates this risk
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Teach your service team marketing best practices so they communicate more with the customer than the machine
12:00 - 13:00 Lunch in the Solutions Zone
13:00 - 14:00 Toolbox Talks
Speakers:
Karl Geffken Senior Director, Marketing - Global Services Medtronic
Lara Hanson Manager, USCAN Systems and Business Operations Support GE Healthcare
Jeff Yates National Service and Repair Manager, U.S. Richard Wolf Medical Instruments Corporation
Marnie Woods Manager, Field Services and Repai J&J Medical
Karl Geffken Senior Director, Marketing - Global Services Medtronic
Lara Hanson Manager, USCAN Systems and Business Operations Support GE Healthcare
Jeff Yates National Service and Repair Manager, U.S. Richard Wolf Medical Instruments Corporation
Marnie Woods Manager, Field Services and Repai J&J Medical
Attendees will select 2 of the following round tables. Each discussion will last 30 minutes, after which the attendees will rotate.
1. Follow-up: The Holistic Field Service Rep Knows Their Technology
Lara Hanson, Manager, Service Operations Solutions, GE
2. Follow-up: Service is a Product – How to Sell it That Way!
Jeff Yates, National Service and Repair Manager, U.S., Richard Wolf Medical Instruments
3. Follow-up: Discovering Service Revenue from Your Installed Base
Karl Geffken, Senior Director, Marketing - Global Services, Medtronic
3. Follow-up: Discovering Service Revenue from Your Installed Base
Karl Geffken, Senior Director, Marketing - Global Services, Medtronic
4. Integrate Service and Sales to Create a Dual-Sided Profit Center
Marnie Woods, Manager, Field Services and Repair, J&J Medical
Jeff Yates
National Service and Repair Manager, U.S.Richard Wolf Medical Instruments Corporation
