WITH A SIMPLE ANNOUNCEMENT last month, Geisinger Health System of Danville, Pennsylvania, launched a new laboratory outreach company, called Proven Diagnostics.
From a facility located in Bethlehem, Pennsylvania, Proven Diagnostics intends to compete for lab testing business throughout Pennsylvania. Beyond a press release issued July 21, Geisinger officials have been reluctant to say more about this new venture.
However, there are signs that Geisinger intends for Proven Diagnostics to be a formidable competitor. One hint came from the statement by Ronald Paulus, M.D., Geisinger Health System’s Executive Vice President for Clinical Operations and Chief Innovation Officer. In the press release, he stated that “Our focus is on enhancing the physician and patient experience by providing easy-to-understand visual graphics, clear billing processes, specimen tracking and accountability from the time of pickup until results are reported.”
Integrated Service Strategy
This specific emphasis on service execution indicates one business strategy that Geisinger hopes will differentiate Proven Diagnostics in the marketplace. In fact, earlier this year, Geisinger had purchased the laboratory informatics package called “Outreach Advantage” from Sunquest Information Systems of Tucson, Arizona. This informatics solution—itself developed by PAML of Spokane, Washington, before it sold the software to Sunquest in January this year—allows a laboratory to closely monitor and improve many aspects of service delivery to physicians’ offices and other clients.
Another indication that service execution will be a primary business strategy came from Candice Miller, CEO of Proven Diagnostics. She commented that “Our Web-based connectivity solutions are designed to support physicians and their staff, and make it easy and efficient for them to interact with us.”
Innovation At Geisinger Labs
For more than 20 years, the laboratory organization at Geisinger, known as Geisinger Medical Laboratories (GML), has been one of the nation’s most progressive. It was a first-mover in multi-hospital lab and multi-site laboratory consolidation in the early 1990s. It has worked diligently to integrate both laboratory testing services and laboratory informatics throughout Geisinger Health’s extensive network of hospitals and clinics.
In fact, because it is backed by the substantial resources and experience of Geisinger Medical Laboratories, Proven Diagnostics is not a typical lab start-up company. Its backing by Geisinger Health, and its ability to give referring physicians access to inpatient lab test data are likely to make it a tough new competitor.