How Pathologists Support Successful Laboratory Outreach
Outreach
Regardless of your outreach program’s size and scope, having pathologists collaborate with the outreach team and referring physicians strengthens the program and provides the best service for patients. The pathologist is often seen as the person “behind the microscope,” but aligning them with the outreach program makes them pivotal to retention and expansion. They can provide value by:
Pathologists can support community physicians by educating them about new diagnostic techniques and diseases, best practices, and advanced testing methods. With proactive education offerings, referring physicians start to view the laboratory as a hub of information to inform appropriate testing for their patients. Online test catalogs, white papers, peer-to-peer communication, and patient case follow-up are all avenues for education. Formal, in-person education symposiums are another type of educational opportunity that also generates dialogue to strengthen important peer-to-peer relationships.
Together with the laboratory administrator, pathologists help keep laboratory outreach services reasonably priced while maintaining high-quality diagnostic standards. They also support long-term sustainability and accessibility by helping streamline operations and select appropriate, affordable tests. The pathologist partners with the administrator to select tests the outreach team can market and bring into the laboratory to further drive down the costs of the tests.
Pathologists are instrumental in adopting and integrating new diagnostic technologies, testing methods, and services in outreach laboratories. They can help evaluate opportunities with advanced molecular diagnostic tools, digital pathology, or point-of-care testing services. These advances expand the outreach lab’s capabilities to provide more comprehensive services to remote or underserved populations and can serve as a differentiator in the competitive laboratory landscape.
Pathologists can elevate promotional material and sales interactions. As subject matter experts, their collaboration with an outreach account manager on marketing collateral adds credibility to materials. Additionally, pathologists can join account sales representatives in laboratory discussions when visiting referring physicians with specialty services. Their peer-to-peer dialogue on quality, key performance indicators, diagnostic test methodology, and service expectations can add value to the practice and strengthen the relationship.
Pathologists are incredibly valuable to the outreach team. They serve as the doctor’s doctor, engaging with referring physicians to create opportunities and ensure the best experience and care for patients. The relationships they build and the expertise they offer help strengthen the business while allowing the outreach team to focus more on the clinical and technical aspects of the laboratory.