A writer posed an interesting question on the AARC Diagnostics forum several weeks ago and that was how to market their PFT Lab. I don’t think they got much of a response but I have been thinking about this since then.
I think that any good lab manager wants to see their lab succeed and grow. I’ve always felt that pulmonary function testing is an essential component of preventive care but that despite this PFT Labs are underutilized. In order to market your PFT Lab effectively you need to understand your customers and target your message accordingly. You also need to understand that you can’t get something for nothing. Marketing requires that you expend resources, whether it is just your time or includes lab budget money, in order to get any payback.
There are three target audiences for your marketing; patients, physicians and administrators. Each audience has a different question you must be able to answer. For patients the question is going to be “why do I need pulmonary function testing?”. For physicians it is going to be “why should I send my patients to your lab?” and for administrators it is “why should I devote resources to your lab?”.