Staff Works
Marketing AIHA’s Affiliate
Laboratory Programs
BY SAGE MORGANTE, MARKETING MANAGER, AFFILIATE LABORATORY PROGRAMS
As early as November 2007, AIHA’s
Board of Directors formally approved
plans to organize AIHA’s Laboratory
Quality Assurance Programs (LQAP) into
three separate Limited Liability Corporations, or LLCs. This new designation offered greater growth potential and
broader market opportunities for the laboratory programs. To address these opportunities, the Board also decided in
early 2008 to hire a dedicated marketing
and communications manager for its
LQAP Programs and future LLCs.
After months of interviewing candidates, AIHA gave me the privilege of
taking on this newly-formed position
under the guidance and direction of
LQAP Director Cheryl Morton. My initial
goal was to help increase customer and
public awareness of LQAP’s transformation into three separate LLCs, and provide up-to-date information on our
progress and changes that would affect
our customers. Within a few months,
LQAP completed its transition and is
currently operated under AIHA’s Laboratory Accreditation Programs, LLC
( www.aiha.org/llc_labaccred), Proficiency
Analytical Testing Programs, LLC
( www.aiha.org/llc_pat), and Registry Programs, LLC ( www.aiha.org/llc_registry).
Trends and Opportunities
Relying on a comprehensive strategic and
business plan developed for the LLCs, I
am working hard to move these compa-
nies to their desired place in their respec-
tive markets. I constantly evaluate their
strengths, weaknesses, and opportunities,
as well as threats and recommendations.
By studying trends and opportunities, I can
provide possible avenues for enhance-
ment and expansion within the LLC pro-
grams. These new opportunities can build
our market share and portfolio of offer-
ings to our customers.
Ready to Serve
I am here to help you understand our
laboratory programs and offerings. I am
also available to laboratory customers
who may have questions or need guidance with advertising. You can also
contact me if you have ideas about promoting our laboratory programs and
services or if you simply have a suggestion about an article for the newsletter
or The Synergist. I am excited about
having this opportunity to promote the
LLCs, and I look forward to hearing
from you.
SageMorganteismarketingmanagerforAIHA’sAffil-iateLaboratoryPrograms.Shecanbereachedat
(703) 846-0799orsmorgante@aiha.org.
Relying on a
comprehensive
strategic and business
plan developed for the
LLCs, I am
working hard to move
these companies to
their desired place in
their respective mar-
kets.
