The rep’s job is to match each customer’s goals with the right diagnostic equipment.
What does lab diagnostics mean to you? At first glance, it may suggest a battery of tests and blood work. But, add to that radiography, x-rays, sonograms and ultrasounds, and veterinarians have the ability to become astute pet sleuths. For distributor reps, lab diagnostics should mean nothing less than a means of helping their customers diagnose and solve their patients’ problems. And, reps who understand their customers’ needs, and the type of care their practice seeks to deliver, can help them maximize their investment in the right solutions and equipment.
Bang for the buck
Without chemistry and hematology results, veterinarians have little means of determining what’s bothering an animal, note experts. And, acute issues can go undetected without the aid of radiography and ultrasound, they point out. But whether a practice needs to add radiography (one of the fastest growing segments of diagnostics) or new chemistries depends on its goals.
A winning approach
Generally, lab diagnostics comprise between 15 to 20 percent of a clinic’s revenue, according to experts. But, some practices do not have the resources to hire a dedicated staff to run a lot of tests. Or, the clinic’s patient care protocol may be built around 15-to-20-minute well visits. However, on average, reps should find that about half of their customers prefer keeping these services in-house. Even those customers who continue to refer tests and X-rays to outside labs need to run some tests in-house. And if the typical practice generates between 15 to 20 percent of its revenue from lab diagnostics, it stands to reason that the sales rep is doing the same, experts say.
Distributor reps should approach their veterinarian customers with open-ended questions, such as the following:
• “Doctor, where would you like your business to be in three to five years?”
• “Are you trying to maximize the growth of your practice?”
• “What type of real-time care would you like to provide for your patients?”