You all need to build a Regional Acct Director team with contacts at the CMO, Provider Relations, Contracting and Case Manager levels within the Top 25 health plans that control 80% of the 290million insured Americans. RADs need to vertically integrate the value proposition for your Lab testing product and secure access with insurers at optimal price points. Creating Marketing collateral that clinically, economically and humanistically supports your main revenue driving products is essential for a RAD team to succeed. I built this for a major Med Device company. We now have built all the capabilities I mention above. If you do not, the stakeholders paying the bills will trample you. Sales people are great at driving units sales, but it is the payors that truly matter. All the sales in the world fall flat if they are not a covered benefit by payers.
Managed Care Executive somewhere else.