Page 2 - index

Continued from page 01

A hospital laboratory would never consider running an outreach program without implementing a software application
designed to enhance efficiency in laboratory outreach (e.g., connectivity, courier tracking, inventory management, and CRM).
These tools are critical for operational purposes, just as a trained field representative’s marketing skills are fundamental in
successfully building rapport with potential clients. Likewise, the appointed field representative must be lab knowledgeable
and speak with confidence. Possessing these characteristics establishes a foundation for trust, the first ingredient in
the sales process.

Marketing Purpose

To ensure success, a sales and marketing
Building an effective hospital outreach business takes representative for a laboratory outreach
time. After all, you’re competing with commercial program should be educated, proficient,
competitors who work diligently and aggressively and knowledgeable in these areas:
for lab business that could easily be going to the
local hospital. Making the decision to compete in √ Billing
the laboratory service arena takes oversight from the √ Transport requirements
C-suite and lab management, as well as a dedicated √ Supplies
laboratory team and a marketing rep who’s well-trained √ Test menu
in sales and service. There is some financial investment √ Client pricing
involved; nevertheless, the return on investment (ROI) √ Methodologies
will far outweigh any initial expenditure. √ Logistics