AMERICAN PATHOLOGY PARTNERS
How American Pathology Partners Increased Molecular Diagnostic Infectious Disease Sales through Updated Messaging and a Speaker Program
In 2012, American Pathology Partners launched an in-house molecular diagnostic infectious disease panel. Previously, testing was sent to a vendor laboratory. American Pathology Partners anticipated a smooth transition of all existing business alongside a growth in volume due to a large number of targeted panels within the main panel. However, in reality they experienced a stagnation in volume growth. Through research, the new Marketing department discovered scattered messaging with no differentiation from competitors alongside a missing peer-to-peer champion.
To address the stagnant sales numbers, Marketing’s key objectives included the following
Develop precise and clear messaging that was differentiated from all competitors.
Messaging included data around potential serious health risk to the patients that was
Create targeted messaging for each panel within the main panel to more effectively
sell to individual patient needs.
Increased panel orders by 142% quarter over quarter