Additional factors of utmost importance in marketing and sell- ing drug testing are: 1) a current and comprehensive policy with procedures that are clearly defined and communicated; 2) com- pliance with federal and state laws and applicable regulations; 3) comprehensive laboratory services; 4) interactive participation of the Medical Review Officer (MRO); and 5) data management that provides an all-inclusive auditable process.
the account. Buying is rarely a unilateral decision. Te client may not fully understand the scope of their needs, which is why it is critical for you to establish consensus regarding the program design. Accurately determining their reasons for testing will lead to establishing the appropriate program objectives. Aſter the objectives are defined and a strategy for delivery is determined, it is important to participate in building a budget with the client. Tis process will ensure that the budget will support the products and services needed to achieve the objectives.
6. Deliver excellent service in support of best practices Development of a professional relationship with your clients, the manner in which you conduct business, and the level of service you provide your customer will directly determine their degree of satisfaction. Tis is reflected in the quality and extent of the educational information, training, products and services, as well as the degree of support that you provide. As a result, you will increase customer retention, establish value in defense of pricing, and create positive referrals. Maintaining very satisfied custom- ers is a critical component of a successful business and is oſten overlooked or taken for granted. Evaluating satisfaction levels will help you identify what you are doing right and areas in which you can improve. It also reminds the client that you are concerned with your performance and the delivery of services. When you are not awarded a proposal or lose an account, it is important to conduct a “postmortem” to determine weaknesses in any key factors resulting in the client’s decision. Did you miss something in developing the strategy, the proposed tactics, the financials, and/or was it their lack of confidence in your ability to deliver as promised?
Conclusion Marketing and selling drug testing is a complex and dynamic proposition. It is often said that if you are not progressing, then you are likely falling behind. Complacency can creep up on you when business is good, but, in challenging times, it can cause serious problems for your business’ profitability. I have seen this occur far too often to many good people and previously solid businesses. In order to survive and prosper in this industry, you must do more than simply provide services and manage opera- tions. The quality and value of your business planning and practices will depend on the precision with which you execute your marketing and sales plan. The success of your business and the future of our industry will be determined by those who lead in this endeavor. ❚
References Current, William F. Annual Drug Testing Industry Survey. 2013. Interview. Frost and Sullivan Report. Rep., 2008. BBC Report on Drug Technologies and Global Markets. Rep., (July 2008) LabCorp Shareholders Meeting. Rep., 2008. Quest Shareholders Meeting. Rep., 2008. Weinert, Kerri V. Boston Biomedical IVD Market Research. Working paper. Interview.
Joe Plaia is a nationally recognized expert in the field of substance abuse testing with over 30 years of industry experience with laboratories, diagnostic instruments, on-site testing and readers, data management, TPAs, occupational health, and collection services. Currently, Mr. Plaia is a management consultant specializing in business development, sales and marketing, program design, training, market research, and production of educational modules. Joe was formerly the Director of Sales for National Accounts for Alere Toxicology, Director of International Sales and Marketing for Varian, Inc., Director of Sales and Marketing for LabCorp’s Executive Sales Group, and National Sales Manager for Roche Diagnostics and participated in the launch of on-site testing. Joe has been a long-time member of DATIA and has served on committees. He currently is on the SAPAA Board of Directors and in the past, as a practitioner, has served on the faculty for the National Judicial College, consulted for the BOJ, National Alcohol and Drug Abuse Administrators, TASC, ONDCP, and DTAB.
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datia focus
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