Bernie Ness
has distinguished himself over the past 30 years as one of the experts in
laboratory sales and marketing. His
experience encompasses large national companies and private, venture capital
funded, start ups. His expetise spans all phases of operations -- managed care
contracting, acquisitions, operations, logistics, telemarketing, client
services, and sales and marketing management. He has worked with some of the
premier names in American laboratory medicine to introduce new technology to
clinical practices nationwide.
He is well
known for his expertise in turning around troubled sales organizations,
innovation, marketing new technology and organizing and training sales forces.
Many of his innovations are now considered routine. His sales training programs are considered industry "gold
standards". Bernie created outreach sales training programs for his
clients. He also developed patient referral marketing programs to help
specialty physicians. He established one of the first direct computer links for
order entry and results output. Long before the "information highway" became fashionable, his sales force and
client base were connected to the Web. As an innovator in anatomic pathology
digital color image reporting, he recently added emailing these color reports.
He has also been at the forefront of using web based conferencing services for
sales training and physician consultations.
Bernie has
successfully utilized independent sales representatives as a channel of
distribution. He has published several patient education brochures (including
bilingual). He is often quoted in publications such as The Wall Street
Journal, The Dark Report, Small Business Reports, and Advance. He has also been an invited
guest speaker at The Executive War College, Medical Group Management
Association, and American Pathology Foundation to recount his successful
experiences using independent representatives.
He is a
graduate of Southern Illinois University with a degree in biology. He was a
board member of BioDiagnostics Laboratory, Torrance, CA (now a part of
LabCorp). He has his own private consulting practice in Toledo, Ohio
specializing in sales and marketing for pathology practices. His firm offers
managed care contracting, sales training (product and non-product), strategic
market planning, marketing promotion and design, client service and
telemarketing training, sales management, advertising, marketing analysis,
market assessment, and business development services. He is closely affiliated
with a large nationwide independent medical-surgical sales force selling
products and services to specialty physician practices and hospitals. He
recently launched ATW-International in Ft. Lauderdale, FL, a revolutionary new
technology, for shipping frozen specimens without using dry ice.