Selling Point-of-Care Diagnostics

Policymakers and healthcare providers often refer to the “Triple Aim” concept underlying healthcare reform: improving the experience of care, improving the health of the population overall, and reducing per capita healthcare costs. Diagnostic tests, particularly point-of-care tests, contribute to all three goals:

• They are convenient and appealing to patients (improves patient experience).
• They give clinicians fast, accurate information about a patient's condition and thus allows them to begin treatment sooner (supports population health).
• And they can help patients stay healthy (reduces costs).

The term point-of-care testing (POCT) typically includes products known as rapid diagnostic tests, often referred to as "rapids," as well as simple analyzer-based tests. As a healthcare sales representative, you probably sell dozens, perhaps hundreds of these products, and more are entering the market all the time. In addition to supporting good patient care, rapids can provide an ongoing revenue stream for you, making them a very attractive product category for your selling efforts.

After completing this course, you will understand:

• Key terms for comparing test performance
• CLIA regulations impacting diagnostic testing
• Many of the most common rapid tests, and the diseases/conditions with which they are associated
• How to qualify prospects
• Key benefits of rapid diagnostics
• Tips for effective presentations and objection-handling