Subscribe to our newsletter & get weekly stories like these delivered straight to your inbox.
Many salespeople are captivated by the world of medical devices and pharmaceuticals. Hunt #8 dove into pharmaceutical sales, but this week’s “hunt” dives into another, often overlooked, healthcare field: diagnostic laboratories. Let’s explore the career journey of a salesperson who found success in this dynamic and essential industry.
Background: From Physical Therapy to Diagnostic Labs
I spoke with a salesperson with 5-10 years of experience who originally set out to be a physical therapist after earning a Bachelor’s Degree in Kinesiology and Exercise Science. But his career took a turn when he started a part-time role as a personal trainer at a local gym.
One of his clients, a medical device rep, introduced him to the potential of a sales career and one he believed suited him based on his background and interests. Realizing the opportunity, he jumped in and quickly made his mark in medical equipment sales by first starting in a customer service role and then into a territory role.
The Move to Diagnostic Lab Sales
He works at one of the largest diagnostic lab companies which focuses on helping physician practices outside hospitals streamline their lab testing services. His role is crucial: he offers practices the choice to either bring his company’s lab services in-house or refer patients to one of their nearby lab locations, making testing more convenient and cost-effective for doctors and patients alike.
Here’s why doctors choose to partner with his company:
- Cost Reduction: Staffing an in-house lab is costly when you factor in salaries, equipment, and maintenance. Many doctors find partnering with local hospitals even more expensive and inconvenient (for them and patients).
- High Quality & Speed: His company has established processes and quality control standards, often delivering faster and more accurate results than in-house labs or hospitals.
- Wide Range of Tests: From routine to highly specialized tests, partnering with a large diagnostic lab opens up a vast array of testing options, some of which are unavailable elsewhere.
- Lowered Liability: Managing test results involves liability, especially with quality control issues. Partnering with a reputable lab helps reduce this risk.
- Flexibility & Scalability: His clients can scale their lab services without large upfront investments, making it easier to adapt to changing needs.
A Day in His Life
With most of his clients already in their CRM, ramping up his book of business has been relatively smooth. Over the past year and a half, he’s built a high-volume, lower-revenue book that he manages virtually, spending two days a week in the lab and rarely meeting clients in-person. His work is full-cycle: he generates interest, closes deals, and manages client issues, from logistics and test results to integrations with electronic medical records. His clients—especially those switching from hospitals with higher costs and slower services—appreciate the personal touch and the reliability he brings to their practices.
The goal is to keep growing these accounts accounts over time (and keep them long-term), however, the market is competitive and doctors have a low barrier to switching providers which can be a double-edged sword.
One aspect of his role he finds rewarding is helping doctors set up accounts in their system (free of charge) to better track patient results. This simple yet valuable “deposit” helps him build relationships with potential clients he can convert down the road.
The Path Forward
He’s eyeing roles in sales operations or customer success, knowing that the skills he’s gaining now will be invaluable as he moves up the ladder. And while he’s likely to hit six figures this year, he knows that climbing to $150K or more might mean moving into a field-based role to handle larger accounts with bigger revenue potential.
Of course, territory saturation plays a role. Some markets, like Boston, are more crowded but also offer a broader book of business. As with any sales role, choosing the right market and role can make all the difference .