Laboratories Increasing Customer-Focus

Laboratories have always had a strong service component—both for their referring physicians and the patient. However, laboratories are now in the midst of a great transition, where a concerted customer-focus includes adoption of customer-facing technology (for both patients and physicians), which is necessary for strategic business growth. These service offerings extend beyond traditional client satisfaction and are now focused on helping to drive workflow efficiencies for physicians and changing health management behaviors for patients.

The panelists for the panel discussion, “Driving Excellence: How to Develop Customer Service Experiences in Your Lab,” at G2’s included Shally Madan, co-founder and COO of Luminate Health; Sam Terese, CEO at PCL Alverno / Alverno Clinical Laboratories; and Robert Stallone, vice president of laboratory medicine at Northwell Health Labs. (Pictured left to right are Stallone, Madan, and Terese).

Luminate Health offers laboratories a digital platform that enables patients to access, manage, and understand their lab results. The web-based service enables patients to access their results anywhere, on any device. Madan says that an app like this enables engagement with patients using platforms they are already familiar with (e.g., smartphones). Further, it provides opportunities for laboratories to be “good partners” to physicians by sending patients customized reminders and education around test results, and enabling improved patient care.

The panelists recognized that patients are now behaving more as informed health consumers than in the past and expect conveniences and services they are accustomed to out side of the health care industry.

For instance, Stallone says patients are increasingly laboratories’ customers. “Follow the money,” he says. As patients are now footing a greater percentage of their health care costs, they are paying more attention to laboratories and the tests ordered. “If don’t have to leave my house to shop and eat, I don’t understand why that is not the case in health care, too,” Stallone explains. In response to these changing patient expectations, Northwell is about to release an “Uber-like” app that enables patients to schedule at-home or at-work blood draws, track the appointment, and even review the phlebotomist.

Terese says technology can benefit the physician client, too. Laboratory systems enable him to know that physicians are reviewing results at 9 pm. Alverno is working to employ technological applications that will streamline results reporting, potentially giving physicians “a few hours back” each day.

Madan emphasizes that laboratories and health systems do not need to undertake a huge shift in technology all at once, but should be open to piloting new solutions. She says “simple solutions can go a long way.”