AT A TIME WHEN MANY clinical laboratories are experiencing a lack of growth, UroCor, Inc. of Oklahoma City continues its expansion of diagnostic services.
Recently the company announced an important milestone. At the end of third quarter 1998, UroCor now services 2,500 of the nation’s 7, 500 office-based urologists. This gives UroCor a 33% penetration of the urology marketplace.
“This is a major strategic accomplishment for us,” said Mark Dimitrof, VP and General Manager of UroCor’s UroDiagnostic Group. “We also hit another benchmark, which is that 50% of our client physicians use more than one of our diagnostic products and services.”
Clients of THE DARK REPORT are familiar with UroCor. It offers disease management services to urologists and has been a fast-growing business through the 1990s. Much of UroCor’s success derives from the company’s effective application of sales and marketing techniques.
Unlike most laboratories, UroCor uses the number of client accounts as one way to evaluate market share gains and effectiveness of its sales team. “Our business strategy recognizes that other items besides revenue drive success,” explained Dimitrof. “We believe measuring client account penetration along with multiple product usage gives us better information about how the entire company is performing.”
As the chart below demonstrates, UroCor’s sales team is bringing in new business at a rapid pace. Starting with five sales reps in 1991, UroCor now has 60 sales “resources” in the field. Their performance proves that good sales strategy can still drive growth in the lab industry.