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Macro Factors
External events beyond lab manager's control.
Organizational Environment
Internal factors affecting lab test products.
Market Potential
Assessment of demand for lab services.
Marketing Plan
Strategy to achieve lab outreach goals.
Customers
Users of laboratory services, including patients.
Service Quality
Positioning based on speed, accuracy, reliability.
Innovation
Adapting to changes with new testing methods.
Marketing Target
Primary focus of marketing efforts, typically patients.
Laboratory-Customer Relationship
Connection between lab and entities sending patients.
Competitive Environment
Market dynamics affecting laboratory services.
Diagnosis Related Group (DRG)
System categorizing hospitalization costs for insurance.
Cost Center
Laboratory classified as an accounting expense.
Marketing Philosophy
Organization's approach to attracting and retaining customers.
Public Relations
Communications tool to influence public attitudes.
Purchasing Decision Makers
Groups influencing lab service selection.
Captive Users
Patients required to use specific laboratory services.
Discretionary Buyers
Customers choosing among multiple laboratory options.
Captive Market
Patients committed to a specific hospital laboratory.
Patient Population
Demographics of individuals using lab services.
Technological Ability
Lab's capacity to perform complex tests.
Ethical Practices
Commitment to ethical testing and data handling.
Insurance Companies
Third-party payers influencing lab service pricing.
Market Environment
Dynamic ecosystem affecting lab service opportunities.
Outpatient Market
Patients receiving tests outside hospital settings.
Marketing Strategy
Plan to influence customer purchasing decisions.
Regulatory Standards
Compliance requirements like CLIA and ISO.
Multi-Tiered Pricing
Different pricing structures for various customer categories.
Healthcare Marketing
Promotional strategies within the healthcare sector.
Laboratory Services
Tests and procedures performed by medical labs.
Captive Markets
Markets with exclusive contracts for laboratory services.
Customer Support
Essential service to maintain client relationships.
Direct-Access Pathology
Patients request tests without physician referrals.
Customer Expectation
Reliability and precision in laboratory results.
Product Differentiation
Distinguishing products based on unique features.
Market Segment
Groups of customers with specific needs.
Marketing Variables
Factors influencing customer buying decisions.
Best Total Products
Offering sophisticated and specialized laboratory services.
Best Total Solutions
Complete service packages for specific customer types.
Best Total Cost
Competitive pricing and volume concentration strategy.
HMO
Health Maintenance Organization providing health insurance.
CRM Systems
Tools for managing client relationships and engagement.
Market Research
Study of customer preferences and buying behavior.
Turnaround Time
Speed of service delivery in laboratory testing.
Value Standards
Criteria determining customer satisfaction and expectations.
Accreditations
Certifications ensuring compliance with industry standards.
Competitive Factors
Market elements influencing pricing and service strategies.
Threshold Standards
Minimum acceptable quality across various service dimensions.
Operating Model
Framework for delivering consistent value to customers.
Service Variables
Attributes affecting customer attraction to services.
Patient Base
Group of patients served by a laboratory.
Economic Concerns
Financial factors influencing laboratory service offerings.
Sophistication
Complexity and advanced capabilities of laboratory services.
Test Menu
List of available laboratory tests offered.
Customer Engagement
Interaction and communication with clients.
Pressure on Pricing
Market demand for competitive pricing strategies.
Market Segments
Distinct groups of customers with varying needs.
Place
Location and delivery method of lab services.
Physical Access
Channels and design of healthcare facilities.
Time Access
Travel and waiting time for customers.
Information Access
Referrals and promotional communication to customers.
Customer Value Dimensions
Criteria for success in laboratory services.
4 P's of Marketing
Product, Price, Place, Promotion framework.
Advertising
Non-personal promotional messages to the public.
Sales Promotion
Short-term incentives to boost sales.
Publicity
Informational presentations via news media.
Personal Selling
Direct interaction to sell products or services.
Laboratory Product
Tests performed and results provided by labs.
Market Plan Format
Structured strategy for attracting customers.
SWOT Analysis
Assessment of strengths, weaknesses, opportunities, threats.
Internal Record System
Monitoring operational parameters for marketing insights.
Marketing Intelligence System
Gathering daily market development information.
Marketing Research System
Collecting and analyzing specific marketing data.
Analytical Marketing System
Using statistical techniques to evaluate marketing data.
Digital Strategy
Online presence through various digital channels.
Promotional Tools
Methods used to communicate product value.
Customer Expectations
Standards customers anticipate from services.
Market Overview
Analysis of market segments and competitors.
Implementation Strategies
Steps to execute marketing proposals effectively.
Approval Request
Formal request for plan implementation permission.
Laboratory Visibility
Efforts to enhance recognition of lab professionals.
Promotional Activities
Events to increase awareness of lab contributions.
Best Total Solution
Comprehensive service offering for customer needs.
Best Total Product
High-quality lab services tailored to clients.
