Post on 18-Dec-2015
How Microbiology Laboratory Plans to help Marketing
in 2003
Or “How Marketing Department can help
promote these new concepts developed by Microbiology
Laboratory in 2003”
CLIENTS HERE!!
IN GEORGIA ALONE
• In the year 2001• In the public colleges and
universities alone• There were 125,481 female
students enrolled • Most of them were
between ages 18-25• Adding private colleges
and universities may boost this number to approximately 200,000
IN FLORIDA ALONE
• In the year 2000• In the public colleges and
universities alone• There were 131,456 female
students enrolled • Most of them were
between ages 18-25• Adding private colleges
and universities may boost this number to approximately 225,000
IN ALABAMA ALONE
• In the year 2000• In the public colleges and
universities alone• There were 64,037 female
students enrolled • Most of them were
between ages 18-25• Adding private colleges
and universities may boost this number to approximately 100,000
Here is where they are in GA
Here is where they are in FLA
And here
• Independent Colleges and Universities• Barry University, Miami Shores, Florida• Bethune-Cookman College, Daytona Beach, Florida• Clearwater Christian College, Clearwater, Florida• Eckerd College, St. Petersburg, Florida• Edward Waters College, Jacksonville, Florida• Embry Riddle Aeronautical University, Daytona Beach, Florida• Flagler College, St. Augustine, Florida• Florida College, Temple Terrace, Florida• Florida Hospital College of Health Sciences, Orlando, Florida• Florida Institute of Technology, Melbourne, Florida• Florida Memorial College, Miami, Florida• Florida Southern College, Lakeland, Florida• International College, Naples, Florida• Jacksonville University, Jacksonville, Florida• Lynn University, Boca Raton, Florida• Nova Southeastern University, Ft. Lauderdale, Florida• Palm Beach Atlantic College, West Palm Beach, Florida• Ringling School of Art and Design, Sarasota, Florida• Rollins College, Winter Park, Florida• Saint Leo University, Saint Leo, Florida• Southeastern College, Lakeland, Florida• St. Thomas University, Miami, Florida• Stetson University, Deland, Florida• University of Miami, Coral Gables, Florida• University of Tampa, Tampa, Florida• Warner Southern College, Lake Wales, Florida• Webber International University, Babson Park, Florida
So DLI has potentially over
half a million clients EACH YEAR to be
tapped!
What do we sell them?
Remember this?
And remember this?
Urine specimen testing by ProbeTec technique is pending clinical and technical validation at Doctors Laboratory and is expected to be available in 2-3 months.
It’s Almost here!!
• Validation in progress with one university
• Potential of unique, less restrictive specimen requirements possible
Here is what it looks so far
Comparison of ProbeTec (Swab) vs. ProbeTec (Urine)
at DLI Sept.-Oct., 2002
From ProbeTec
Swab
From sub-optimal urine
Total specimens tested
79 79
Positive for CT or GC
6 8
Negative for CT and GC
73 71
Likely Targets
• Infirmaries and Nursing Centers at:
Universities
Colleges
Technical Schools
Youth Employment Ctrs.
AND• DIRECT - to potential
carriers of the diseases
Likely Approach
•MyLab
•Health Fairs
• Infirmaries
•Nursing Centers
Supportive Services
• Referral for Medical consultation
• Annual Reminders
• Discount to indigent
POTENTIAL REWARDS?
• If only 20% of the target population tested,
• If only $ 15.00 per screen charged, then,
•$ 1,500,000 in the first year!!!
HOT Areas of ID• HIV Treatment &
Vaccines
• Multi-Drug Resistant
Microorganisms
• Bio-terrorism Agents
MDR Microorganisms
• Grave Problem
• CDC, APUA, ASM
• Role of DLI’s Micro. Lab.
• TRUST Studies
• Added concepts of
PK/PD in treatment
• Need for refined data
for refined treatment
BENEFITS• To Physicians – most targeted treatment information
• To Patients – most effective, less toxic treatment regimen
What can WE do?• Provide a QUANTITATIVE
(MIC) microbial susceptibility result, rather than qualitative, for most problematic MDR isolates by E-Test Method
• Make targeted clients aware of this enhancement to our services
Role of Marketing• Disperse information
effectively
• Explain cost vs. benefits
• Explain reimbursement schedule
Better Result = Better Reimbursement
= $ 9.53 per plate of 12 drugs
= $ 6.56 per drug or
$ 39.36 for 6 drugs
What does that mean?
• Enhanced testing standards
• Better informed physician
• Better treated patient
• Approximately $ 31,000 in additional reimbursement per year
Conclusion
• Both improvements, the first being one of a kind ever undertaken, and the second a desirable improvement of the process will :
• Result in better client satisfaction
• Superior patient care, and • Bring Dave and his Team
closer to becoming truly –
SIX MILLION DOLLAR MEN
•