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Laboratory Outreach Prospect Assessment

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Laboratory Outreach Prospect Assessment LABORATORY OUTREACH PROSPECT ASSESSMENT Mapping Your Future CONTENT Overview Executive Summary 3 Research Methodology 4 Next Steps 5 Estimated Market Potential 6-8 Physician Data Consolidated Physicians 9-97 Internal Medicine Physicians 98-135 Family Practice Physicians 136-169 OB/GYN Physicians 170-184 Endocrinology Physicians 185-189 Oncology Physicians 190-193 Rheumatology Physicians 194-197 Patient Service Facilities Quest Diagnostics Patient Service Centers 198-201 Area Hospitals 202-205 OVERVIEW EXECUTIVE SUMMARY DEVELOPED FOR PIEDMONT MEDICAL LABORATORY Executive Summary In the future, there will be tremendous opportunities for hospital laboratories to improve patient care. In order to recognize and plan to make the most of these opportunities, information will be crucial. This is especially true for hospital laboratories aspiring to initiate, expand, or redirect a hospital laboratory outreach program. Mayo Medical Laboratories’ (MML) “Prospect Assessment” provides information that can help you evaluate and understand the potential in your specified target market. It is information that can be highly useful as part of your strategic planning, internal communications, or measuring your outreach progress. This assessment provides you with detailed market maps and listings of prospects, and most notably, it calculates an estimate of your total market’s value. Estimated Market Potential* Total Market Estimates: Laboratory Test Volume: 7,120,232 Laboratory Test Revenue: $100,680,087 Physician Data** The physician selection criteria are physicians within the area specified by Piedmont Medical Laboratory. # Physicians Internal Medicine: 1467 Family Practice: 1303 OB/GYN: 520 Endocrinology: 109 Oncology: 76 Rheumatology: 58 Patient Service Facilities*** Patient Service Centers: 43 Area Hospitals 68 Application Like all MML Outreach Support Services, the Prospect Assessment will support your efforts to provide effective health care within your community. The assessment gives you an easy- to-understand perspective of your outreach program’s potential. From resource allocation to marketing campaigns to sales plans, the statistics and prospects presented in this report will provide clarity as you establish key steps in all phases of your program’s development. *Includes MDs **Physician Data Soruce - dr411; There are instances when street addresses are not available 3 ***Competitive information obtained from 2004 Hospital Blue Book, www.labcorp.com, and www.questdiagnostics.com RESEARCH METHODOLOGY DEVELOPED FOR PIEDMONT MEDICAL LABORATORY Physician Data Physician data was obtained from a proprietary database, which includes 681,000 U.S. physicians. Physicians within the defined catchment area around Piedmont Medical Laboratory were selected for the assessment. The analysis is based on the specialties that account for the majority of laboratory orders. These specialties are Internal Medicine, Family Practice, OB/GYN, Oncology (Hematology Oncology), Endocrinology, and Rheumatology. Patient Service Centers A search of labcorp.com and questdiagnostics.com found 43 patient service centers within the specified catchment area. Area Hospitals Area hospitals that fall within the specified catchment area were obtained from the 2004 Hospital Blue Book. Estimated Market Potential Estimated market potential is based on a number of criteria including the number of weeks practiced per year by a physician. The latter is based on the 2001 American Medical Association's Physician Socioeconomic Statistics (1998 data). MML provided the net revenue per test of $14.14. Purpose of Assessment The intent of the market assessment is threefold, to develop a meaningful prospect list, to determine the potential revenue in the defined target market, and to graphically represent the marketplace. The marketplace is comprised of area physician offices, hospitals, and competitive patient service centers. Explanation of Benefits Each map contains dots that correspond to a particular physician specialty. Due to the large number of physicians, individual names are not specifically identified on the map. There are instances when the software program is not able to specifically identify an address. Generally, the center of the zip code is used as the next closest match - this is then used to calculate mileage. On occasion, complete address information is not available in our proprietary database. PIEDMONT MEDICAL LABORATORY 4 NEXT STEPS DEVELOPED FOR PIEDMONT MEDICAL LABORATORY Next Steps MML Outreach Support Services includes numerous resources that can assist you with many of the key steps in developing your outreach program. A number of our services either build- on or make use of the information in the Prospect Assessment. The following is a list of such MML services that you may wish to discuss with your Regional Manager: • Opportunities Assessment Survey – Another Outreach Market Assessment service to help you evaluate and understand your target market. Conducting the survey results in an Opportunities Assessment Report that will identify the laboratory services needed in your community. • Business Plan – We will guide you through a step-by-step process that will help you develop a custom business plan. • Operational Assessment – This on-site evaluation of your laboratory outreach operations covers crucial areas from transportation to storage and retrieval of records. • Logistics Development – Logistical expertise for establishing a reliable transportation system. These services will help you complete your map to the future and provide the information you need to make sound strategic decisions regarding your outreach program. PIEDMONT MEDICAL LABORATORY 5 BASED ON PHYSICIAN SPECIALTY (TOTAL CATCHMENT AREA) PIEDMONT MEDICAL LABORATORY ESTIMATED VOLUME AND REVENUE ESTIMATED AMILY PRACTICE AMILY OB/GYN INTERNAL MEDICINE F ENDOCRINOLOGY RHEUMATOLOGY ONCOLOGY TOTAL Median Office Visits Per Physician per Week 70 100 80 35 35 35 Percentage of Patients with Lab Orders 25% 25% 25% 25% 25% 25% Number of Patients with Lab Orders per Week 17.50 25.00 20.00 8.75 8.75 8.75 Tests per Patient with Lab Order 2.5 2.5 2.5 2.5 2.5 2.5 Weeks Practiced per Year 47.7 47.6 47.9 47.6 47.6 47.6 Total Number of Physicians Analyzed 1467 1303 520 109 76 58 3,533 Net Revenue Per Test 14.14 14.14 14.14 14.14 14.14 14.14 Laboratory Test Volume 2,583,860 3,271,703 1,051,118 95,791 66,790 50,971 7,120,232 Laboratory Test Revenue $36,535,782 $46,261,876 $14,862,803 $1,354,482 $944,410 $720,734 $100,680,087 Test Revenue Per Physician $24,905 $35,504 $28,582 $12,426 $12,426 $12,426 $28,497 Assumptions: • Percentage of patients with lab orders are Mayo Medical Laboratories estimates. • Revenue per test was provided by Piedmont Medical Laboratory. • Volume and revenue estimates assume 100% of the patient lab volume. 6 BASED ON PHYSICIAN SPECIALTY (CURRENT CATCHMENT AREA) PIEDMONT MEDICAL LABORATORY ESTIMATED VOLUME AND REVENUE ESTIMATED AMILY PRACTICE AMILY OB/GYN INTERNAL MEDICINE F ENDOCRINOLOGY RHEUMATOLOGY ONCOLOGY TOTAL Median Office Visits Per Physician per Week 70 100 80 35 35 35 Percentage of Patients with Lab Orders 25% 25% 25% 25% 25% 25% Number of Patients with Lab Orders per Week 17.50 25.00 20.00 8.75 8.75 8.75 Tests per Patient with Lab Order 2.5 2.5 2.5 2.5 2.5 2.5 Weeks Practiced per Year 47.7 47.6 47.9 47.6 47.6 47.6 Total Number of Physicians Analyzed 274 400 124 9 6 12 825 Net Revenue Per Test 14.14 14.14 14.14 14.14 14.14 14.14 Laboratory Test Volume 482,602 1,004,360 250,651 7,909 5,273 10,546 1,761,341 Laboratory Test Revenue $6,823,997 $14,201,650 $3,544,207 $111,838 $74,559 $149,117 $24,905,369 Test Revenue Per Physician $24,905 $35,504 $28,582 $12,426 $12,426 $12,426 $30,188 Assumptions: • Percentage of patients with lab orders are Mayo Medical Laboratories estimates. • Revenue per test was provided by Piedmont Medical Laboratory. • Volume and revenue estimates assume 100% of the patient lab volume. 7 BASED ON PHYSICIAN SPECIALTY (POTENTIAL CATCHMENT AREA) PIEDMONT MEDICAL LABORATORY ESTIMATED VOLUME AND REVENUE ESTIMATED AMILY PRACTICE AMILY OB/GYN INTERNAL MEDICINE F ENDOCRINOLOGY RHEUMATOLOGY ONCOLOGY TOTAL Median Office Visits Per Physician per Week 70 100 80 35 35 35 Percentage of Patients with Lab Orders 25% 25% 25% 25% 25% 25% Number of Patients with Lab Orders per Week 17.50 25.00 20.00 8.75 8.75 8.75 Tests per Patient with Lab Order 2.5 2.5 2.5 2.5 2.5 2.5 Weeks Practiced per Year 47.7 47.6 47.9 47.6 47.6 47.6 Total Number of Physicians Analyzed 1,193 903 396 100 70 46 2,708 Net Revenue Per Test 14.14 14.14 14.14 14.14 14.14 14.14 Laboratory Test Volume 2,101,258 2,267,343 800,466 87,882 61,517 40,425 5,358,891 Laboratory Test Revenue $29,711,784 $32,060,226 $11,318,596 $1,242,644 $869,851 $571,616 $75,774,718 Test Revenue Per Physician $24,905 $35,504 $28,582 $12,426 $12,426 $12,426 $27,982 Assumptions: • Percentage of patients with lab orders are Mayo Medical Laboratories estimates. • Revenue per test was provided by Piedmont Medical Laboratory. • Volume and revenue estimates assume 100% of the patient lab volume. 8 CONSOLIDATED PHYSICIANS CONSOLIDATED PHYSICIANS Piedmont Medical Laboratory Internal Medicine Family Practice OB/GYN Endocrinology Oncology Rheumatology PIEDMONT MEDICAL LABORATORY 10 CONSOLIDATED PHYSICIANS APROX. PHYSICIAN ADDRESS CITY STATE ZIP SPECIALTY MILES Aamodt, Leonard 119 University Blvd Harrisonburg VA 22801 OB/GYN 63 Abbas, Shamima Potomac MD 20854 Internal Medicine 52 Abbassi, Valiollah Mc Lean VA 22102 Endocrinology 53 Abbot, David
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