Business strategies for hospital outreach programs.

External customers have a choice in the laboratory they use for testing. They will select the one that best meets their needs and expectations. This article identifies 15 key strategies aimed at creating and maintaining a successful outreach program: 1) marketing must be a "top-down" commitment; 2) assess your market; 3) deploy a focused sales team; 4) develop competitive pricing strategies; 5) seek out managed care affiliations; 6) provide timely and appropriate testing services; 7) become a low-cost provider; 8) deploy a sophisticated laboratory information system; 9) develop customer-friendly billing; 10) provide convenient courier services; 11) establish a strategic patient service center network; 12) make it easy to contact you; 13) develop user-friendly requisition forms; 14) let the market know you're there; 15) know where you are headed.