Ready for Respiratory Season?

How to make the most of respiratory season ride days between manufacturer and distributor reps.

The best ride days are about far more than introducing a manufacturer representative to a customer. They are an opportunity for distributor and manufacturer reps to combine their strengths, learn from one another and deliver greater value to healthcare providers.

For Steve Adubato, Distribution Field Manager Northeast for Abbott Rapid Diagnostics, success begins long before anyone gets in the car. “Preparation is what turns a ride day from a few account visits into a productive field strategy session.”

That preparation includes understanding why each customer is on the schedule, the account’s current challenges, and the objectives for every call. Adubato said the strongest ride days capitalize on each partner’s unique strengths. Distributor reps bring established customer relationships, account history, and local market knowledge, while manufacturer reps contribute product expertise, clinical insights, and competitive perspective. Together, they can have richer conversations focused on solving customer problems rather than simply presenting products.

He also encourages reps to listen for opportunities beyond the immediate sale. “The best calls often come from asking one more thoughtful question instead of rushing to the close,” Adubato said. Comments about staffing, workflow, patient flow, or operational challenges often reveal opportunities to bring additional value.

Just as important is what happens after the final customer visit. Adubato said every ride day should end with a clear follow-up plan outlining next steps and responsibilities. That combination of preparation, collaboration, curiosity, and accountability is what transforms a productive day in the field into stronger customer relationships and long-term territory growth.

In the following Ride day series, Repertoire explores what separates an average field visit from one that uncovers new opportunities, strengthens customer relationships and drives long-term territory growth.

Beyond the Transaction

Whether discussing respiratory testing or workflow challenges, the most successful distributor reps use manufacturer partnerships to deliver clinical insight, deepen customer relationships and add real value to the practices they serve.

In today’s market, price and product availability still matter, but they are no longer enough to define a great partnership, said Steve Adubato, Distribution Field Manager Northeast, Abbott Rapid Diagnostics.

“Customers expect those fundamentals,” he said. “What separates an average partnership from a great one is what happens beyond the transaction.”

An average partnership can become transactional quickly. A rep needs a product, a vendor answers a question, an order gets placed, and everyone moves on to the next request.

“That may keep the day moving, but it does not always help the customer solve bigger problems,” Adubato said.

A great partnership feels different. It is built on consistent communication, shared goals, trust and a willingness to show up together in the field. The best distributor partners move past the immediate request and ask a longer-range question: What is this practice trying to accomplish, and what would genuinely help them get there? That shift in framing changes the quality of every conversation.

How ride days build stronger territories

The most successful distributor reps view ride days as far more than joint sales calls – they see them as an investment in building a stronger territory. According to Adubato, spending time in the field with manufacturer partners helps reps expand their product knowledge, identify unmet needs and build customer relationships in ways that virtual meetings and product training alone cannot replicate.

“As a manufacturer representative, there is nothing more energizing than working with a distributor rep who is prepared, engaged and curious,” Adubato said. “They know the accounts. They understand the personalities. They ask better questions. Most importantly, they want to learn how to bring more value to the customer.”

Those ride days benefit everyone involved. Customers see a coordinated team working toward a common goal rather than two separate salespeople making individual calls. Distributor reps gain the confidence and clinical knowledge to continue conversations long after the manufacturer leaves, while manufacturers gain a firsthand understanding of the competitive pressures, workflow challenges, staffing shortages and operational realities their customers face every day.

For Abbott’s ID NOW™ rapid molecular platform, ride days also create an opportunity to move beyond discussing product features and into conversations about testing workflows, respiratory care strategies, and the value of faster diagnostic results for both clinicians and patients.

“The best distributor reps treat every customer interaction as an investment in their territory,” Adubato said. “They are not just managing a list of accounts. They are building real relationships.”

Meeting the demands of respiratory season

As respiratory season approaches, Adubato sees physician practices looking for more than fast answers. They need diagnostic tools that support confident clinical decisions while improving workflow.

“That context is part of why Abbott’s ID NOW™ rapid molecular platform, which offers CLIA-waived molecular testing for COVID-19, Influenza A and B, RSV, and Strep A, has resonated,” Adubato said. “The platform combines the speed of a point-of-care test with the accuracy of molecular diagnostics. Providers can receive Strep A results in as little as two to six minutes, allowing diagnosis and treatment decisions to be made while the patient is still in the office.”

That speed translates into meaningful operational benefits. Specimen handling decreases, lab send-outs and culture confirmations become less necessary, and staff spend less time tracking down results or making follow-up calls. Patients leave the office with answers, a treatment plan when appropriate, and greater confidence in their care, while clinicians gain the reassurance of highly sensitive molecular testing that supports sound treatment decisions and responsible antibiotic stewardship.

When introducing molecular testing to a practice already using rapid tests or sending specimens to a reference lab, Adubato and his distributor partners typically begin with workflow questions rather than product comparisons.

“We work together to understand the practice’s workflow, patient volume, staffing challenges and testing needs,” he said. “Once you understand those things, the conversation becomes much bigger than any single instrument.”

Key Takeaways

Great supplier partnerships are built on trust, shared goals and proactive collaboration that goes well beyond price and product availability.
Ride days strengthen territories by giving distributor reps and manufacturer partners opportunities to deepen product knowledge, uncover customer needs and present a unified front to healthcare providers.
Successful customer conversations focus first on understanding a practice’s workflow, staffing challenges and long-term goals, allowing solutions to be tailored to real operational needs rather than simply promoting products.
During respiratory season, rapid molecular testing can improve both clinical and operational outcomes by delivering fast, accurate results that support timely treatment decisions, streamline workflows and enhance patient care.

How Strategic Partnerships Grow Territories

Collaborative customer visits become far more than field training when manufacturers and distributors align on strategy and combine relationship knowledge with product expertise.

What separates a solid supplier relationship from one that actually moves the needle in today’s marketplace?

For René Favela, Account Manager at Sekisui Diagnostics, the answer goes beyond communication and coordination. Those are table stakes. The real difference shows up in how intentional – and strategic – a partnership becomes once both sides are fully engaged in each other’s day-to-day realities.

Indeed, when distributor reps commit ride days, the impact compounds. It’s not just about product knowledge or checking a box on field activity. It becomes a visible demonstration of value to customers. As Favela puts it, “your customers will see that you’re trying to bring value to them.” Over time, customers begin to see the rep less as an order-taker and more as a resource tied to better clinical and operational outcomes.

Building a “growth-oriented territory”

That shift is especially important in today’s environment, where relationships drive access and influence. Reps who consistently show up in these joint field settings are better positioned to build what Favela calls a “growth-oriented territory.” They are no longer operating in isolation, but reinforcing credibility through a blend of relationship insight and product expertise.

In practice, that combination changes how customers perceive them. They’re no longer just transactional contacts who “bring in a product every now and then,” but partners who can explain the “meaning behind it” – why a solution matters clinically, how it fits workflow, and what improvement might look like. That context builds trust, and trust creates opportunity.

But Favela is clear: ride days only work when they’re intentional. “If you approach it with intention and a clear plan, that’s when you get the best outcomes,” he says. Alignment on goals, target accounts and opportunities before entering a facility turns the day from shadowing into strategy.

Preparation also matters. Both reps benefit from pre-call research that surfaces angles neither might see alone. “Sometimes you don’t always know what you think you know,” he notes, highlighting the value of shared perspective.

During the visit, success depends on presenting a unified front. Customers should see one coordinated team, not competing voices. “We’ve got to leverage the distribution rep’s relationship and leverage my product expertise,” Favela says.

Finally, follow-up is where momentum is won or lost. Revisiting the call, refining the approach, and re-engaging quickly keeps energy alive. “That momentum is so precious,” he says, underscoring that sustained execution is what turns strong ride days into long-term territory growth.

Turning simple tests into smarter conversations

For Favela, one the most compelling parts of Sekisui Diagnostics’ product portfolio is it’s practicality.

While many manufacturers offer respiratory testing solutions, Favela says he gets especially energized by products that solve very real, everyday problems for customers. Even something as routine as a strep test becomes strategically important when it removes friction from a clinic’s workflow.

“Our strep product has QC inside,” he explains. For high-volume settings like urgent care centers or integrated delivery networks, that detail matters. It eliminates the need for separate control purchases, simplifies compliance and reduces administrative burden.

That consolidation is central to how Favela approaches the value proposition. Rather than positioning the product as just another diagnostic tool, he frames it as a way to streamline operations. “You’re solving problems for them. You’re consolidating their purchases,” he says. In addition to built-in controls, each kit also includes extra tests, ensuring that customers are getting full utilization of what they pay for without hidden inefficiencies.

In competitive conversations, Favela leans heavily into that simplicity and transparency. “I will leave you a kit and you try it out,” he often tells customers. His approach is intentionally hands-on – inviting comparison testing against competitors or existing systems. The goal is not persuasion through claims, but validation through experience.

That confidence stems from what he sees as measurable advantages: fewer additional purchases, fewer wasted kits, and predictable test utilization. If a kit is labeled that it contains 25 tests, he emphasizes, customers will actually get 25 usable patient tests – no hidden loss from controls or inefficiencies.

But Favela’s pitch doesn’t stop at strep testing. The same value structure applies across flu and combo respiratory panels, where flexibility becomes a key differentiator. Some customers prefer separate COVID and flu testing pathways, while others want the efficiency of a single swab that delivers multiple results at once.

That variability is why Favela leans into discovery-based selling. “What’s important to them? How do they like testing?” he asks. His process starts with understanding workflow preferences, pain points and operational constraints before ever introducing a product solution.

From there, the conversation becomes less about pushing a specific test and more about aligning with clinical reality. “What are your concerns? What are any issues that you’re currently facing?” he says. Those questions guide how he positions each product, ensuring that recommendations are grounded in actual need rather than assumption.

Key Takeaways

Intentional ride days create stronger partnerships by combining distributor relationships with manufacturer expertise to deliver greater value for customers and uncover new growth opportunities.
Preparation and follow-up are just as important as the customer visit, ensuring joint calls are strategic, coordinated and translated into long-term territory development.
Successful selling begins with understanding customer workflows and challenges, allowing product recommendations to address operational and clinical needs rather than simply promoting a solution.
Practical product features that reduce complexity, such as built-in quality controls and streamlined testing processes, can improve efficiency, lower costs and strengthen the overall value proposition for healthcare providers.

Winning Respiratory Season Together

From joint customer visits to fast, affordable diagnostic testing, CorDx shares how manufacturers and distributor reps can strengthen partnerships while helping providers prepare for seasonal surges.

As healthcare providers prepare for another busy respiratory season, strong collaboration between manufacturers and distributors can make the difference between simply supplying products and delivering meaningful customer support. From sharing market intelligence to identifying customer needs and responding quickly to changing demand, successful partnerships help ensure providers have the right solutions when they need them most.

For CorDx, that collaboration starts with communication. “Great partnerships are built on clear, candid communication,” said Jerrold Loo, noting that distributor sales reps provide invaluable frontline insights into customer challenges, pricing concerns and market trends.

Leon Xie agreed, adding that the strongest relationships go well beyond coordination. “A great partnership means we truly operate as one team,” he said. “When manufacturers and distributors work together that way, we create more value for customers than either could alone.”

Ride days strengthen relationships

For distributor sales reps, ride days with manufacturer partners are more than joint sales calls – they’re an investment in stronger customer relationships and long-term growth. By combining product expertise with established customer relationships, both partners can uncover new opportunities while reinforcing their commitment to customer success.

“Distributor reps who consistently invest in ride days build relationships based on trust, partnership and long-term growth,” said Xie. “The strongest relationships are created when distributors and manufacturers combine their expertise to deliver greater value for customers.”

CorDx’s Raul Falcon has seen those benefits firsthand. During ride days with urgent care customers, he said having both the distributor and manufacturer present sends a powerful message that the customer has the full support of both organizations. Those visits also create opportunities for candid customer feedback, helping strengthen confidence in CorDx products while deepening trust between distributor reps and their accounts.

To get the most from a ride day, preparation is essential. Xie encouraged reps to arrive with “an open mind and a willingness to learn.” Observing different styles, expanding product knowledge and seeing customer interactions from another perspective helps both manufacturer and distributor reps become more effective partners – and ultimately deliver greater value to customers.

Rapid diagnostics help providers prepare for respiratory season

As respiratory viruses begin circulating each fall, healthcare providers need diagnostic tools that deliver fast, accurate answers while keeping testing simple for both clinicians and patients. CorDx is focused on helping physician offices, urgent care centers and other outpatient settings quickly identify common respiratory infections with easy-to-use rapid tests.

“Our biggest focus is our 3-in-1 COVID/Flu A/Flu B rapid test,” said Loo. “With a single swab, clinicians can detect and differentiate three of the most common respiratory viruses.” Because many respiratory illnesses present with similar symptoms, quickly distinguishing between COVID-19 and influenza can help providers make timely treatment decisions and select the most appropriate therapy.

Xie also pointed to CorDx’s RSV rapid test, which uses a shallow anterior nasal swab rather than the more invasive nasopharyngeal swab required by many traditional RSV tests. The result is a more comfortable experience for patients and an easier sample collection process for clinicians.

Beyond speed and convenience, Loo said today’s rapid diagnostics reflect a broader shift in healthcare. “The pandemic permanently changed how we think about respiratory illnesses,” he said. CorDx’s rapid tests provide affordable, point-of-care results without the need for complex laboratory equipment, while the company’s combination COVID/Flu A/Flu B test requires just one anterior nasal swab to identify three of the most common respiratory viruses – improving efficiency for clinicians and creating a better patient experience.

Meeting the evolving needs of physician practices

The expectations for point-of-care diagnostics have changed significantly since the COVID-19 pandemic. Physician offices and urgent care centers are looking for testing solutions that fit seamlessly into busy clinical workflows while delivering timely, reliable results.

According to Loo, providers continue to prioritize rapid tests that are both practical and economical. Easy-to-use diagnostics eliminate the need for costly capital equipment while allowing clinicians to quickly identify common respiratory illnesses and make informed treatment decisions. As healthcare organizations continue to balance quality care with operational efficiency, rapid point-of-care testing has become an increasingly important part of respiratory season preparedness.

Looking ahead, Loo said simplicity and accessibility will continue to drive adoption. “Healthcare providers are looking for diagnostic solutions that are fast, affordable and easy to use. Our rapid tests deliver results quickly without requiring expensive capital equipment. They’re cost-effective and simple to implement, making them well suited for physician offices and urgent care settings.”

Key Takeaways

Strong manufacturer-distributor partnerships begin with open communication and shared market insights, helping providers receive the right products and support when respiratory season demand increases.
Rapid, easy-to-use point-of-care diagnostics that deliver accurate results without complex laboratory equipment help physician practices improve workflow efficiency and make timely treatment decisions during respiratory season.
Joint customer visits strengthen relationships, improve product knowledge and create valuable feedback that benefits customers and both sales teams.
Manufacturers and distributors who align their expertise and work collaboratively provide better customer support and drive stronger long-term results.

Why Patient Outcomes Drive PHASE Scientific’s Jessica Cloonen

A personal connection to antibiotic resistance shapes how PHASE Scientific’s Jessica Cloonen partners with distributors and clinicians.

When Jessica Cloonen, Senior Account Executive at PHASE Scientific, talks with healthcare providers about antibiotic stewardship and the company’s FebriDx® test, she isn’t simply discussing a product. The topic is personal.

Her father, who lives with chronic kidney disease and the threat of recurring bacterial infections, faces a future where treatment options continue to narrow as antibiotic resistance grows. That reality has transformed routine sales calls into something far deeper.

“It’s truly about impacting patient care,” Cloonen said.

That perspective reflects what author Lisa Earle McLeod describes as a “noble selling purpose,” the idea that the most effective sales professionals connect their work to a larger mission. For Cloonen, that mission is helping clinicians make more informed treatment decisions and reducing the unnecessary use of antibiotics that fuels antimicrobial resistance.

The statistics are sobering. Millions of antibiotic-resistant infections occur each year in the United States, resulting in tens of thousands of deaths.

As antibiotic-resistant infections continue to rise worldwide, Cloonen’s story serves as a reminder that behind every healthcare product is a patient, a family and a reason for caring. As Cloonen puts it, “I knew that this was how I was going to use the selling experience I had where I could do a greater service.”

Focus on patient outcomes

Cloonen believes successful manufacturer-distributor relationships begin with three essentials:

“First and foremost, we need trust, respect and an agreed-upon purpose that moves past closing a deal,” she said. “It should be fully encompassed around patient outcomes and helping our customers achieve those goals.”

That shared mission becomes especially important during ride days, which Cloonen views as one of the most effective ways to strengthen partnerships and deliver value to healthcare customers.

She describes distributor representatives as trusted consultants who understand their customers’ businesses and challenges better than anyone else. Because of those relationships, they are uniquely positioned to introduce manufacturers whose products, expertise and insights can help providers improve care.

“They have the ability to be stewards of innovation, stewards of best practices, and stewards of evolving healthcare,” she said.

Cloonen believes successful ride days require preparation and flexibility. Before heading into the field, she prefers to establish clear objectives and define what success will look like. But just as important is the ability to listen and adapt.

“We need to understand the customer and not just hear through the lens of what we want to offer,” she said. “It’s about understanding their challenges and solving for the right solutions.”

At the forefront of antibiotic stewardship

As respiratory season brings an influx of patients with coughs, sore throats and other acute respiratory symptoms, PHASE Scientific is focused on helping clinicians make more informed treatment decisions.

The company’s primary focus is FebriDx®, a rapid point-of-care test designed to help differentiate bacterial infection from non-bacterial etiology for acute respiratory infections. The test supports one of healthcare’s most pressing priorities: antibiotic stewardship.

“We know that antimicrobial resistance is on the rise, and we’re combating antibiotic resistance with FebriDx®,” said Cloonen.

The need is significant. Antibiotic-resistant infections are responsible for millions of complications and tens of thousands of deaths each year in the United States. Healthcare leaders worldwide have warned that the problem will continue to worsen unless prescribing practices change.

“It is a silent epidemic that is catching up,” says Cloonen. “If we do not change how our prescribing behaviors are today, specifically around our outpatient clinics, and furthermore how we steward those antibiotics, we’re going to continue to face growing challenges.”

Every year in the U.S., millions of antibiotic prescriptions are written for acute respiratory infections that aren’t bacterial. Differentiating bacterial infection from non-bacterial etiology can be challenging due to an overlap in signs and symptoms. The majority of acute respiratory infections are caused by viruses, Cloonen explained, making antibiotics unnecessary in many cases. Knowing whether a patient has a bacterial infection has a direct impact on reducing unnecessary antibiotic prescriptions. Cloonen said FebriDx® is changing how frontline providers approach acute respiratory infection care across point-of-care settings by accurately differentiating bacterial infection from non-bacterial etiology after 10 minutes from a fingerstick sample, supporting both stewardship efforts and patient education in real time.

Complementing clinical judgment

FebriDx® reduces diagnostic uncertainty whilst maintaining patient flow. The fingerstick blood test delivers results after 10 minutes and helps clinicians determine whether a patient’s immune response is more consistent with a bacterial or non-bacterial infection. FebriDx® confidently rules out a bacterial infection with 99% negative predictive value whilst ensuring bacterial infections are not overlooked. One feature that resonates with providers is the test’s visual readout. Similar to a pregnancy test, FebriDx® displays lines indicating a bacterial infection or non-bacterial etiology, allowing clinicians to share the results directly with patients and improve confidence in treatment recommendations.

“It becomes a patient experience conversation,” said Cloonen.

Key Takeaways

The strongest manufacturer-distributor partnerships are built around improving care, not simply closing sales.
Connecting your work to a meaningful mission builds trust and creates greater value for customers and patients.
Clear goals, flexibility and a focus on customer challenges lead to better solutions and stronger partnerships.
FebriDx® helps clinicians distinguish bacterial from non-bacterial infections, reducing unnecessary antibiotic use and improving treatment decisions.

Winning Together in the Field

Ride days are most effective when manufacturer and distributor reps prepare together, align on strategy and approach every customer visit as one unified team.

Ride days between distributor and manufacturer sales reps have long been a staple of the medical distribution industry. But according to Anne McCarthy, Senior Regional Sales Director at QuidelOrtho, the real value isn’t simply spending time together in the field. Rather, the real value comes from building intentional partnerships that create opportunities neither side could develop alone.

“Ride days = endless potential,” McCarthy said. “But beware – finding trusted partners isn’t easy. It’s a marathon of hard work and dedication.”

She believes the strongest partnerships are built on trust, shared work ethic and a commitment to planning before ever walking into a customer account. “Deliberate planning before the ride day creates better opportunities. Stronger opportunities close faster,” she said. “When opportunities close, and we win together, it’s electric and contagious.”

For distributor reps, the payoff extends far beyond a single sales call. By aligning with the right manufacturer partners, focusing on shared priorities and approaching customer visits as consultants rather than vendors, ride days can become a catalyst for stronger relationships, larger opportunities and sustained territory growth.

Well prepared, professionally executed

What differentiates in today’s market isn’t always the products, McCarthy said. “It’s the hard work, the dedication, the partnership and the in-person meeting that is well prepared for and professionally executed.”

She draws a clear distinction between an average partnership and a great one. An average partnership communicates regularly, solves customer problems together and understands each other’s goals. A great partnership, however, operates as a unified team.

“Great means we can finish each other’s sentences because we have already invested in each other’s success,” McCarthy said. “We forget what company we work for because we are THE team.”

That level of collaboration starts long before a customer meeting. The strongest partnerships align on strategy in advance, define the desired outcome and enter every call with a shared game plan. According to McCarthy, that’s where manufacturer and distributor reps move beyond simply working together – and begin consistently winning together.

The most productive ride days don’t happen by chance. McCarthy recommends approaching every field visit with a clear strategy, while remaining flexible enough to adjust when plans change.

“Have a plan A and a plan B. Be flexible, organized and prepared,” she said. But she also encourages reps to make time for relationship-building outside of business discussions. Whether it’s sharing a bad dad joke, snapping a selfie with a customer or grabbing a drink after the day’s calls, those moments help strengthen the partnership.

Equally important is what happens after the last appointment. Reviewing what worked, identifying areas for improvement and agreeing on next steps ensures momentum continues long after the ride day ends. “The ride day is critical,” McCarthy said, “but what you do before and after to enhance that effort makes all the difference.”

Matching the right test to the right patient

McCarthy said respiratory season conversations with customers must shift away from choosing a single testing platform and toward building a testing strategy that fits each practice’s workflow and patient population.

Rather than focusing exclusively on price or technology, she encourages any physician office, hospital or IDN to consider a full spectrum of diagnostic options – from CLIA-waived molecular testing to instrumented rapid testing and visually read antigen tests – and determine which solution is best for each clinical scenario.

“This is the year of pairing the right tool to the type of patient and considering seasonal and non-seasonal algorithms,” McCarthy said. “Linear focus on cost or technology type is out; patient satisfaction with dynamic and strategic execution is in.”

Even with compelling technology, however, McCarthy says the biggest hurdle isn’t the product – it’s change itself. One of the most common objections she hears is, “I have too much going on right now to make a change, even though I know I probably should.”

That’s where strong manufacturer-distributor partnerships become especially valuable. Rather than simply promoting a product, both parties can help customers navigate implementation, training and workflow changes that reduce disruption. “Customers are exhausted and lack many of the resources they need to fire on all cylinders,” McCarthy said. “The stickiest, fastest and most productive sale is where the manufacturer, the distributor and the customer support each other.”

For McCarthy, that’s the real opportunity this respiratory season: delivering not just a diagnostic test, but a partnership that makes it easier for customers to provide the right care at the right time.

Key Takeaways

Build ride day success through trust, shared planning and aligned goals before customer visits.
Great manufacturer-distributor partnerships operate as one team, driving faster wins and stronger customer relationships.
Maximize every ride day with preparation, flexibility and post-call follow-up to sustain momentum.
Focus respiratory conversations on matching the right diagnostic solution to each patient and supporting implementation, not just selling a product.

Addressing Today’s Respiratory Testing Challenges

Cepheid’s Jenean Harris discusses evolving customer needs, reimbursement considerations and the testing strategies that can help providers prepare for the months ahead.

Before respiratory season ramps up, distributor sales reps have an opportunity to help customers prepare with the right testing solutions – and the right conversations. According to Jenean Harris, Senior Territory Sales Executive for Cepheid, success starts with strong manufacturer-distributor partnerships built on communication, collaboration and thoughtful pre-call planning.

“The best partnerships are the ones where we’re in constant communication,” Harris said. “Those reps become so knowledgeable about the product that they’re often able to address customer questions without me even being there.”

Strong partnerships drive stronger results

Harris said the need for knowledgeable distributor representatives and strong manufacturer partnerships has never been greater.

“COVID changed everything,” Harris said. “During the pandemic, customers wanted any respiratory testing product they could get. Now many organizations are saturated with products and information, and some are experiencing respiratory fatigue.”

That shift has changed sales conversations, but not the importance of respiratory testing. Harris said that even when treatments aren’t available for certain illnesses, such as RSV, identifying infected patients can help protect vulnerable populations, including infants and older adults.

Helping customers navigate those conversations starts with communication between manufacturers and distributor partners.

Harris believes ride days remain one of the most effective ways to strengthen those relationships. She recalled working with a relatively new distributor representative who had limited experience with Cepheid’s portfolio. After spending two days together visiting customers, they secured placements at five accounts.

“For me, that really demonstrated the value of working together in the field,” Harris said. “When manufacturers and distributors collaborate, everyone benefits – including the customer.”

The right balance

As respiratory season approaches, Harris said customer conversations increasingly center on balancing clinical performance with reimbursement realities. Cepheid’s respiratory testing menu is designed to provide flexibility while helping clinicians make informed decisions quickly.

One of the company’s key offerings is its 4-Plex multiplex assay, which allows providers to detect COVID-19, influenza A, influenza B and RSV from a single swab. Because these respiratory illnesses often present with similar symptoms, multiplex testing can help clinicians identify the cause of infection without requiring multiple tests.

At the same time, Harris recognizes that reimbursement considerations have changed the conversation. Some providers have shifted away from multiplex testing because of concerns about payment. To address those needs, Cepheid also offers singleplex test cartridges, giving customers the flexibility to select the testing approach that best fits their clinical and financial requirements.

Another topic Harris expects to discuss this respiratory season is the expiration of the FDA’s Emergency Use Authorization (EUA) pathway. While some manufacturers are still navigating that transition, she notes that Cepheid’s respiratory assays already have FDA 510(k) clearance.

When evaluating respiratory testing platforms, Harris encourages customers to look beyond a manufacturer’s advertised turnaround time. She says the entire workflow – including specimen preparation and hands-on time – should be considered. With Cepheid, users simply collect the swab, place it into the cartridge and load it into the instrument. Harris also points to the platform’s multiple detection targets, which help identify emerging viral variants and reduce the likelihood of false negatives, particularly for influenza B, providing confidence in test results as viruses continue to evolve.

Looking beyond respiratory season

While respiratory testing is a seasonal priority, Harris encourages healthcare providers to think about how a diagnostic platform can deliver value year-round.

“Respiratory season only lasts part of the year,” she said. “Healthcare providers should also consider how an instrument can add value during the rest of the year.”

In addition to its respiratory testing portfolio, Cepheid’s CLIA-waived menu includes assays such as its MVP panel, hepatitis C, Strep A and mpox. Harris says that broader menu “allows providers to maximize the value of their investment while supporting patient care across multiple disease states throughout the year.”

Key Takeaways

Strong manufacturer-distributor communication and ride days build product knowledge and drive measurable sales results.
Respiratory testing remains critical despite post-COVID fatigue, especially for protecting vulnerable patients through accurate diagnosis.
Providers should balance reimbursement, workflow and performance when choosing between multiplex and singleplex testing.
Year-round diagnostic menus help healthcare providers maximize instrument value beyond respiratory season.