CEO SUMMARY: Once again, Executive War College time approaches. Scheduled for May 11-12, 1999 at the New Orleans Sheraton, this year’s roster of innovative laboratories promises to provide valuable insight about winning strategies. An expanded program offers a lab industry first: a knowledge track exclusively focused on the sales and marketing of laboratory and pathology services.
THIS YEAR’S EXECUTIVE WAR COLLEGE is a must-attend event for all laboratory executives and pathologists seeking inside information about the state of the laboratory industry.
Case study presentations from the leading laboratory organizations in the United States and Canada will reveal how successful laboratories are coping with declining reimbursement and spiraling costs.
The fourth annual Executive War College will convene on May 11 and 12 at the New Orleans Sheraton Hotel. It is expected that more than 300 senior laboratory administrators, pathologists, and industry executives will be on hand.
“Participants at this year’s War College will hear some fascinating case studies,” said Robert Michel, Editor of THE DARK REPORT. “We travel thousands of miles and spend a lot of time and money searching out the real innovators in the laboratory and pathology community. The effort pays off, because each case study presentation reveals a wealth of information about how laboratories are positioning themselves to be winners in today’s troubled healthcare system.”
Laboratories already confirmed for this year’s event demonstrate that point. Bay State Reference Laboratories of Springfield, Massachusetts will document its successes in making modular automation pay off inside a consolidated laboratory organization of a three-hospital healthcare system.
Modular Lab Automation
Douglas Jaciow, Bay State’s Director of Pathology Services, will discuss the management methods Bay State used to effectively implement modular laboratory automation. One strategy was to expand outreach testing, through a successful, tightly managed sales program, to feed increasing volumes of specimens into Bay State’s lab system.
“As part of a three-hospital lab system, we maintain two sales reps in the field,” stated Jaicow. “Our outreach program is a leading laboratory provider in Western Massachusetts. Outreach is integral to making our automation pay off.”
Joining Jaciow at the War College podium will be JoAnne Schroeder, Director of LabNet of Middle Tennessee. This regional laboratory network consists of 11 hospital laboratories. It is developing an information system link which will connect physician offices, member laboratories, and its reference laboratory partner.
Laboratory regionalization is still an appropriate response to healthcare trends. LabNet of Middle Tennessee is organized to give its member laboratories the capability of serving managed care plans as a contract provider.
Managed care contracting will receive special emphasis at the Executive War College. John Monaghan, Director of Network Development at HMO Blue of New Jersey, will give a no-holds barred, candid overview of what an HMO really needs from its laboratory provider panel.
“HMO Blue is a major player in New Jersey, with almost 700,000 members,” stated Michel. “I’ve heard John speak. He has a great ability to make laboratories understand the inner workings of HMOs. His list of ‘laboratory must-dos’ will be a real eye-opener for those who’ve puzzled about why their RFPs never get serious consideration.”
Two new features will add value to this year’s Executive War College. First, a special learning track for laboratory sales and marketing creates the opportunity to learn from the country’s leading sales producers. (See sidebar at left.)
New “CEO-Only” Program
Second, at the request of laboratory CEOs and senior lab administrators at last year’s War College, a special CEO Day event is scheduled. This is by invitation only. Senior executives from several leading industry suppliers will provide lab CEOS with strategic overviews of emerging trends and technologies that promise to transform laboratory operations.
“This year’s Executive War College faculty is one of the best we’ve ever presented,” observed Michel. “We have some surprises for the program that will be announced in coming months. Our goal is to identify leading laboratory organizations, and let them share their story with War College participants.
“This formula seems to work,” he added. “Each year, the cross-section of case studies reveals important industry trends that no one had yet spotted. In that regard, it is a ‘must-attend’ event.”
Sales/Marketing Added to Agenda
One critical success factor for laboratries and pathology practices is effective sales and marketing. Yet as important as this subject is, there has never been a national gathering of the best sales managers and marketing directors in the lab industry.
This year’s Executive War College is offering a special sales and marketing learning track. Designed with input from some of the leading sales producers in the lab industry today, it will provide an unprecedented opportunity for sales and marketing managers to learn from top producers.
Topics will include “developing a high performance outreach sales force;” “marketing pathology services in a value-added manner;” “gaining provider status on managed care contracts;” “marketing strategies that work;” and “sales tactics for regional laboratory networks.”
In addition to the special War College sales and marketing track, an optional third day sales program is scheduled for Thursday, May 13. It will be the first national gathering of sales and marketing managers ever to take place in the United States.