July 1, 2026- When we think about selling into the physician office lab, we frequently think about the exciting advances in testing and how to position these advances with our customers and prospects. HPV is on the verge of replacing PAP smears, at-home tests for STIs, respiratory diseases and others are shifting the market to embrace consumers. New molecular tests are changing the market for cancer diagnostics and patient management in ways we could not have predicted 20 years ago.
But, despite the progress and new assays, it’s still all about selling. And the best professional selling is all about knowing and adhering to the basics.
With that backdrop, this month and next I intend to take us back to the basics of selling lab in the physician office. Please don’t groan and turn the page. Why I am encouraging us to go back to basics will make sense as I provide the rationale.
Leonardo DaVinci is credited with saying “simplicity is the ultimate sophistication.” Powerful words that sound like the right approach to successful lab consulting with our customers and prospects.
Continue Reading in the latest issue of Repertoire Magazine.