By Jim Poggi
With the wide range of potential customers for lab products and the increasing number of new, innovative lab products we have available, the experienced distributor account manager needs to target wisely. This strategy includes understanding which customer prospects are most likely to consider adding or expanding a lab and which specialties benefit most clinically, financially or from a workflow viewpoint. Most of us know the typical internal medicine, pediatric and cardiac practices well and understand the impact of a proper lab solution. Over time we have learned how to tailor lab solutions to oncology practices also. In pediatrics, respiratory testing for flu, strep and other common upper respiratory illnesses have become a large part of every well-established distributor account manager’s lab business.
But, some practice types present unique needs or have diagnostic and treatment practices very different from our mainstream physician customer. So, sometimes we avoid calling on them rather than taking the time to understand their needs and the unique nature of their practice of medicine.
As always, managing time and focus are challenges for the busy distributor account manager. In this column, I plan to look at three specialty practice types we sometimes overlook and provide some insight on their needs and how we can assist them in improving patient outcomes and their practice by offering the right lab products. Hopefully, this overview will provide you with enough information to work with your key manufacturing partners to effectively position lab solutions for these practice types.
Rheumatology
There are about 8,300 practicing rheumatologists in the United States managing clinical arthritis and rheumatology conditions that affect over 54 million American adults. The CDC estimates that more than 27 million Americans suffer from osteoarthritis and more than 1.3 million have rheumatoid arthritis. Annual cost estimates of arthritis are over $300 billion, with $140 billion spent annually on diagnosis and treatment. These diseases are recognized as the sixth most common chronic conditions in the United States. In recent years, treatment improvements have provided better, more effective relief from the pain and mobility issues arising from these conditions.
Rheumatology practices are excellent prospects for hematology testing, and often require 5 part differentials to properly diagnose the complex range of autoimmune, arthritis and even Lyme disease patients they see. But, for many of us, once we get past the typical screening tests including RF, ANA, CRP, ESR and CBC we tend to get lost in the more specialized immunoassay tests, including thyroid antibodies, DS-DNA and others.
This is where your reliance on your key supplier partner comes into play. Companies that specialize in autoimmune and rheumatology testing are experts in this area and can carry the conversation on your behalf to understand the customer’s needs and develop a solid lab solution. Your role, as always, is to identify prospects and pre-qualify them for an in depth discussion with your supplier expert.
Allergy and asthma
Allergy and asthma have both chronic and acute onsets and are treated by internal medicine, hospital ER and urgent care clinicians as well as by about 6,000 allergists. It is estimated that 30% of US adults and 40% of United States children suffer from allergies including those related to food, pets and environmental causes. Food allergies alone account for over 200,000 ER visits annually. ER visits due to asthma add another 1.8 million ER visits each year. With approximately 50 million Americans believed to have allergies or asthma, the annual cost of diagnosis and treatment exceeds $18 billion per year.
While “skin tests” have been common practice among allergists for many years, the exceptional benefits of highly specific lab tests for allergy are making an impact. Quick screens for IgE by immunoassay are often the gateway to a remarkable number of specific lab allergen tests. One of the leading allergy testing manufacturers offers more than 50 allergy panels and specific tests. This broad test menu creates excellent clinical and patient value. Your key manufacturer partners can help you tailor a proper lab solution to aid in diagnosis and management of these conditions. The typical allergy practice benefits both clinically and economically from offering these useful tests.
Infertility
There are many known causes of infertility in males and females and include hormone imbalance, nutritional deficit, stress, underlying diseases, smoking and medications. It is estimated that 10-15% of United States couples experience infertility, defined as the inability to conceive after 12 months of actively trying to conceive. There are about 500 infertility clinics and over 1,700 clinicians specializing in the practice of infertility. The annual cost of infertility diagnosis and treatment is estimated at $5.8 billion. This estimate is probably low since many couples pay for infertility treatments out of pocket, particularly for in vitro fertilization. Once mostly private pay, the landscape is changing due to state regulations.
Today, 15 states including New York, California and Illinois require some level of insurance coverage for infertility. Once low sperm count, tubal and uterine issues are ruled out, there is a range of immunoassay tests available to diagnose infertility and manage timing to optimize the ability to conceive. These tests include hormones such as testosterone, LH, FSH, prolactin, estradiol and estriol. Anti-Mullerian hormone testing is a fairly recent new test that provides information to understand a woman’s ability to produce eggs. It is often described as “ovarian reserve” and often used with older women seeking to conceive. Your key manufacturer partner is well equipped to guide the clinical and technical discussion for you with your prospects once you identify and prequalify them.
Putting it all together
Each of these specialty practices has their own unique vocabulary and lab testing needs. Working alongside the right lab manufacturing partner is a key to holding a meaningful and productive discussion to create the right specialty testing solution. But, don’t forget these practices often treat a broader range of patient conditions and may well need other solution elements also. I often think of oncology. While we know they have a key need for tumor marker and hematology tests, we often forget the importance of chemistry tests in keeping track of the overall health of their patients. Use the same thinking with these specialty practices and make sure to create a comprehensive solution. You will be glad you did.