In today’s competitive and highly regulated environment, diagnostic labs must optimize sales and marketing more than process test results—they must actively engage providers, strengthen relationships with hospitals and research institutions, and maximize contract performance. However, many labs struggle with outdated sales and marketing strategies that lack data-driven precision.
The shift to AI-powered personalization presents a massive opportunity for diagnostic labs to improve provider engagement, optimize referral retention, and ensure marketing efforts are precisely targeted to the right decision-makers.
At Torrent Consulting, we help diagnostic labs leverage Salesforce Life Sciences Cloud, Data Cloud, Marketing Cloud, OmniStudio, and Agentforce to align sales and marketing efforts—resulting in stronger provider relationships, increased referrals, and maximized contract value.
The Hidden Sales & Marketing Gaps Holding Diagnostic Labs Back
Despite advancements in diagnostic technology, many labs still face key challenges in provider engagement and marketing strategy:
- Limited Visibility into Provider Referrals & Business Trends
- Labs struggle to track which hospitals, provider groups, and research institutions are increasing or decreasing test orders.
- Sales and marketing teams lack unified insights to anticipate referral trends.
- Inefficient Marketing Efforts & Low Provider Conversion Rates
- Without AI-driven segmentation, marketing teams waste time on broad outreach that doesn’t resonate with key decision-makers.
- The inability to target accounts—rather than just individual providers—limits strategic engagement.
- Fragmented Outreach Across Sales & Marketing Teams
- Disconnected systems lead to duplicate provider outreach, missed opportunities, and inconsistent messaging.
- Lack of automation slows down engagement with top referral sources.
How AI & Automation Drive Smarter Provider Engagement
By leveraging AI-driven targeting, automation, and unified data, diagnostic labs can align sales and marketing for a more efficient, scalable engagement strategy.
1. AI-Driven Targeting: Identifying High-Value Providers & Accounts to Solve Limited Visibility & Inefficient Marketing Efforts
Life Sciences Cloud & Einstein AI enable labs to predict referral behaviors, ensuring outreach is timely, relevant, and data-driven.
Real-World Example: A diagnostic lab specializing in oncology testing needed to increase test orders from under-engaged hospitals and provider groups.
How they solved it:
✅ Used Einstein AI predictive models to identify at-risk accounts showing declining test orders.
✅ Segmented hospitals and provider groups based on referral trends, focusing on high-value but low-engagement accounts.
✅ Created an automated email campaign via Marketing Cloud, delivering customized educational content and referral insights to key decision-makers.
Outcome: A 35% increase in provider engagement and a 20% boost in test orders over three months.
2. Data Cloud Unification: Aggregating Provider & Referral Data for Personalized Outreach to Solve Limited Visibility & Fragmented Outreach
Data Cloud integrates sales and marketing data, providing a 360-degree view of provider groups, hospital systems, and research institutions to drive better engagement strategies.
Real-World Example: A national diagnostic lab had referral data scattered across multiple systems, leading to inefficient sales and marketing efforts.
How they solved it:
✅ Implemented Data Cloud to unify provider referral history, test ordering patterns, and marketing interactions.
✅ Automated AI-driven segmentation to identify accounts most likely to increase or decrease referrals.
✅ Used Data Cloud insights to trigger Marketing Cloud campaigns, ensuring personalized outreach to the right providers at the right time.
Outcome: A 22% increase in referral retention and a 30% optimization in marketing spend by focusing on high-value accounts.
3. OmniStudio FlexCards: Automating Provider & Hospital Outreach to Solve Fragmented Outreach
OmniStudio FlexCards create dynamic, AI-driven marketing workflows, automating provider education, contract performance reminders, and strategic engagement.
Real-World Example: A diagnostic lab specializing in infectious disease testing needed to automate provider reminders for follow-up tests.
How they solved it:
✅ Created FlexCards to provide sales and marketing teams with real-time provider insights for targeted outreach.
✅ Automated email and SMS reminders for underperforming hospitals and research institutions.
✅ Triggered engagement workflows when test order volumes dropped.
Outcome: The lab reduced manual outreach by 50% and increased provider test reorders by 18%.
4. Einstein for Marketing Cloud: Predictive Scoring for Provider Engagement to Solve Inefficient Marketing Efforts
Einstein AI predicts which providers, hospitals, and research institutions are most likely to engage, ensuring marketing teams focus on the most valuable opportunities.
Real-World Example: A diagnostic lab focused on cardiovascular health needed to increase reorders of specialized lipid panels.
How they solved it:
✅ Used Einstein AI to predict which hospital groups had patients needing follow-up tests.
✅ Automated personalized email and SMS reminders to key decision-makers.
✅ Tracked conversion rates in Marketing Cloud dashboards.
Outcome: A 28% increase in follow-up test orders and a 40% improvement in email engagement rates.
How Torrent Consulting Helps Diagnostic Labs Optimize Sales & Marketing
AI, automation, and data-driven insights are reshaping how diagnostic labs attract and retain referral sources. By leveraging Salesforce Life Sciences Cloud, Data Cloud, and AI-powered Marketing Cloud, labs can unify outreach, automate engagement, and increase referrals.
Is your diagnostic lab ready to modernize sales and marketing?
Let’s talk. Contact us today to explore how AI and automation can help you drive measurable results.
