The Challenge

OnPoint Toxicology Lab is a CLIA, CAP, and COLA-certified full-complexity clinical laboratory headquartered in Sugar Land, Texas. The lab serves clinicians, hospitals, home care providers, and specialty practices across the southern United States. OnPoint offers a wide range of diagnostic services, from toxicology and pharmacogenomics to gastrointestinal panels and cancer screenings. To grow sustainably, OnPoint Lab needed to increase its sample volume per insurance carrier within a two-year window—a prerequisite to gaining in-network status with those providers. Having relied solely on their founding physicians' networks during the first year, the lab lacked a formal sales strategy, marketing collateral, or client onboarding systems. Without these foundational pieces, the team risked missing their carrier volume quotas and long-term network eligibility. The goal was clear: develop and implement an end-to-end sales infrastructure to grow sample volume, support field reps, and drive recurring revenue—fast.

The Strategy

• Research and Targeting: We began by meeting with the lab director and medical board to identify which test panels had the most strategic value for volume growth. Once priority panels were established, we researched which provider types (e.g., pain management, psychiatry, internal medicine) orders those tests

• Lead Generation: To build targeted lists, we used provider directories from large healthcare systems and cross-referenced NPI data to uncover affiliations with other private practices. 

• Sales Infrastructure Setup: We imported lead sheets and built out segmented pipelines by provider type. We then created automation workflows—including task reminders, email sequences, and SMS follow-ups—tailored to each medical specialty. All communications were tracked within the HubSpot CRM and integrated with the lab’s HIPAA compliant mail server for full visibility.

• Cold Calling Strategy: We wrote multi-stage cold call scripts for first, second, and third touchpoints. Each script was customized based on who the rep was speaking to (e.g., front desk, office manager, or physician). We also created selling point cheat sheets categorized by role and specialty, giving reps clear talking points for every interaction.

• Marketing Collateral and Sales Assets: We wrote the copy for and designed collateral outlining OnPoint’s testing panels, average turnaround times, and reporting capabilities. We also created a variety of branded swag items for use during client visits and events.

• Copywriting and Documentation: We wrote internal documentation including sales guides, onboarding packets, phlebotomist and specimen collector training manuals, and a LIS (Laboratory Information System) training guide for internal staff.

• Event Marketing and Partnerships: To expand brand visibility, we organized OnPoint’s sponsorship of local medical galas like the AAPNA Foundation and hosted private networking mixers. These events consistently generated new leads, with at least one high-value client per event converting—often worth up to $200K in CLTV.

• Recruitment and Staffing: We supported hiring and training by writing job descriptions, screening candidates, and coordinating interviews for both internal lab staff and phlebotomists placed at client offices and satellite locations.

The Results

• Acquired an average of 3 new referring clients per month through structured sales outreach

• Redesigned and deployed marketing collateral and social content that increased inbound inquiries by 78%

• Created a complete HubSpot CRM system with automated workflows, improving follow-up rates and increasing team productivity by 30%

• Implemented a financial reporting and billing audit strategy that increased average monthly revenue by $120K by identifying missed authorizations and insurance billing gaps

• Built a multi-role training system for sales, collection, and LIS onboarding to improve internal consistency and client experience

• Hosted and sponsored local events that generated hot leads and converted high-value clients, with an average CLTV of $200K per client