ADVANCE(R) Course Offers Insights To Boost Physician Office Lab Sales

Main Category: Primary Care / General Practice
Article Date: 24 Nov 2007 - 9:00 PDT

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HIDA's newly-released "Selling to Physician Office Labs" course is now available for sale to members and non-members.

The latest in HIDA's ongoing ADVANCE® Masters curriculum, the course offers insights on the benefits of physician office lab (POL) testing for doctors and patients. The training module also includes tips to help identify a medical practice's testing potential.

"This is a great time for sales reps to benefit from the growing and lucrative POL market," said Elizabeth Hilla, executive director of the HIDA Educational Foundation.

"This course gives them the foundation they need and a step-by step guide on how to make the most of POL sales."

An increasing number of physicians are setting up their own in-office labs and performing tests at the point of care instead of relying on reference laboratories. The quality of care benefits include: enhanced patient safety and convenience, accurate results, and efficient turn-around times.

For medical-surgical distributor sales reps, the growing popularity of these tests can be an opportunity to position themselves as the "go-to" person for their customers. POLs often create their own annuity, with physicians re-ordering consumable test kits, testing agents, and supplies on a regular basis.

The module is designed to help increase selling skills and knowledge in the following areas:

- The history of the POL sales opportunity, and the players and regulations that impact it
- Understanding and presenting the benefits of POL lab testing
- Identifying a practice's testing potential by specialty and size
- Excelling in common POL sales scenarios
- Selling higher complexity testing
- Capitalizing on ancillary POL sales opportunities

ADVANCE® license holders automatically receive access to the new course as part of their license. For more information on "Selling to Physician Office Labs" or for pricing on this course and others in the ADVANCE® Masters curriculum visit http://www.HIDA.org.

The Health Industry Distributors Association (HIDA) is the premier international trade association representing medical products distributors. HIDA members primarily serve the nation's hospital, long term care, and physician/alternate care markets.

http://www.HIDA.org