L12. Marketing Principles for Medical Laboratory Services

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.