Originally Published IVD Technology March 2005
EDITOR'S PAGE
An industry makeover
The IVD industry has an image problem. But the problem is not the result of some controversy that has tarnished the industry’s image. On the contrary, the IVD industry’s problem is that it lacks an image altogether.
In a recent contribution to IVD Technology (January/February 2005), Jim Reid-Anderson, chairman, president, and chief executive officer of Dade Behring Inc. (Deerfield, IL), discussed the results of a survey which revealed that more than a third of U.S. consumers have either never heard of IVDs or do not understand what they are. Moreover, physicians who participated in the survey consider IVD companies to be less innovative, profitable, and influential than pharmaceutical companies.
The IVD industry needs to start addressing this problem. The industry should improve the ways it is perceived by the public—by doing a better job of communicating with and presenting itself to patients and physicians. For example, the IVD industry should set up programs that continually educate such groups about the importance of IVDs and their significant role in healthcare management.
One direct benefit of improving industry’s image could be increased reimbursement rates for laboratory tests. Once patients and physicians have a better understanding of the clinical value of IVDs, policymakers may find it easier to issue coverage and payment determinations that will improve the reimbursement environment for IVD testing.
Demonstrating the value of IVDs to the general public won’t be easy, and it may not be cheap either. Implementing a public awareness campaign supported by the entire IVD industry would doubtless be an expensive proposition. One effective way to launch such a campaign would be through a coordinated effort of established industry organizations such as AdvaMed (Washington, DC), the Association of Medical Diagnostics Manufacturers (Washington, DC), and the industry division of the American Association for Clinical Chemistry (Washington, DC), each of which is dedicated to promoting the IVD industry’s interests. Already, some efforts have been initiated to address the industry’s image problems (see this issue’s news story, “AdvaMed Initiative Puts More Emphasis on IVDs,” page 16).
As reimbursement budgets continue to tighten, the IVD industry must realize that it is imperative to present the case in favor of greater investment in IVDs. The IVD industry has always known that such an investment is worthwhile. Now it is time to inform others.
Richard Park
Copyright ©2005 IVD Technology
