Natera uses various platforms to reach out to physicians about its genetic testing services. Some of these include direct sales representatives and online platforms that provide physicians with access to additional insights into genetic screening and the Conversation Starter document. Natera also uses industry related trade shows, conferences and clinical journals to interact and create awareness about its products to physicians. Below is a methodology that we used in this research.
We started the research by checking for information from the official company website whereby we focused our attention on physician interactions around carrier screening and genetic testing. Based on this strategy, we established that the company has a page and the Conversation Starter document that are dedicated to helping physicians gain knowledge on the carrier testing services that are offered.
The next strategy was to check in the annual reports of the company. Based on this resource, we established that the company uses direct sales representatives to interact with physicians. Additionally, there was information that the company uses various platforms to reach out to physicians such as educational webinars, clinical journals, trade-shows and conferences.
Our final strategy was to check the social media pages belonging to the company. However, while the company has an active presence on various social media platforms including Facebook, Twitter, LinkedIn and YouTube, the messaging and content on these platforms are directed at patients and not towards physicians. Their main messaging involves providing information on genetic testing and the importance of why patients should talk to their doctors about carrier screening.
HOW INTEGRATED GENETICS INTERACT WITH PHYSICIANS AROUND ITS PRE-PREGNANCY GENETIC TESTING SERVICES
The advanced carrier screen by Natera is Horizon, which was launched in 2012. Horizon evaluates the status of patients and checks for about 274 x-linked and autosomal recessive genetic conditions. As such, the device helps to screen couples to check if they are carriers of genetic mutations which can lead to other diseases in future. Once a physician orders a test and sends the samples, results are obtained within 10-15 days.
INTERACTIONS WITH PHYSICIANS
Natera interacts with physicians on several platforms. The first is online platforms. The Natera website is the primary tool for physician interaction since it contains ‘Frequently Asked Questions’ and ‘Help’ pages on what physicians should do in case their patients are carriers, whether they are pregnant or not. Additionally, there is a Conversation Starter document that can be downloaded by physicians on their websites. Patients can also download it and forward it to their physicians. The document provides further insight into genetic screening and has contact details that can be used by physicians to order screening services for their patients. Physicians can also access an online portal which provides more insight into genetic testing which helps them to discuss genetic screening with their patients.
The second platform for interaction between Natera and physicians is through direct sales representatives. The company has a team of 150 representatives whose role is to interact and sell the genetic screening products directly to physicians. Some of the targeted parties include IVF centers, physicians or physician practices, MFMs, OB/GYN and Integrated Health Systems.
The final platform for interaction between physicians and Natera include educational webinars, trade shows, conferences and clinical journals. All these platforms provide an opportunity for the company to interact with physicians and deliver messaging about the genetic screening product.