Trends Shaping the Diagnostics Industry and More with Werfen’s Chief Commercial Officer, Brian Durkin

The annual Association for Diagnostics & Laboratory Medicine (ADLM ) conference is the year’s biggest for the diagnostics industry. The clinical lab expo brings together companies from around the world, developing the latest technology to support everything from clinical chemistry to specialized diagnostics, point-of-care testing, and more.

In advance of this year’s ADLM, I interviewed industry veteran, Brian Durkin, to discuss his views on the trends currently shaping the diagnostics industry.

Having spent over 25 years with Werfen, a global leader in specialized diagnostics, Brian now serves as the company’s Chief Commercial Officer, overseeing a global team of over 3,000 associates. In recent years, Brian has led Werfen through a period of above-market growth, expanding its footprint in emerging markets while gaining share in established regions like North America and Europe.

Below are the highlights of my interview with him.

(Miramar) What are the biggest shifts you’re seeing in the diagnostics space today?

(Brian) There are several significant shifts in the medical diagnostics space currently. I’ll touch on just a few, all in areas where Werfen is working to bring meaningful innovation to the market.

First, is point-of-care testing, a continued and growing trend, where diagnostic tests are performed at or near the site of patient care. At Werfen, we are particularly focused on addressing this need for our customers. This shift is improving the speed and convenience of diagnostics, particularly in remote or underserved areas.

Next are recent advancements in Artificial Intelligence, that are revolutionizing diagnostics by enabling faster, more accurate analysis of blood testing results. These technologies are helping identify patterns and anomalies in results – critical as the industry faces shortages in specialized lab personnel.

Finally, is the integration of Big Data and analytics. The rise of advanced analytics is enabling healthcare providers to analyze vast amounts of diagnostic data to uncover trends and improve decision-making. This is contributing to more comprehensive diagnoses that lead to better treatment decisions and patient outcomes.

(Miramar) How are customer expectations evolving, especially in high-volume core labs versus smaller, decentralized settings?

(Brian) We believe that every customer is important, regardless of whether they are in a high-volume or decentralized setting. All customers who impact the treatment of patients are given the same level of importance.

With that said, it is important to acknowledge the needs of high-volume labs compared with decentralized testing environments, which do tend to differ.

In high-volume labs, there is a need for more automation. These labs require the ability to handle higher test volumes, often with fewer personnel, and specifically with fewer specialized personnel, as many lab staff members are more generalized than they were in the past. Automation and clinical decision support are vital in these environments.

For decentralized settings, the emphasis is typically on having user-friendly, maintenance-free, and reliable products that can be operated by personnel who do not have extensive lab training, such as nurses. At Werfen, we have an exceptional team of field-based application specialists, who assist clinicians in point-of-care settings to ensure ease of use and optimal results.

Regardless of setting, labor shortages have become a common issue for our customers, which further necessitates the need for solutions that are automated, offer decision support, are easy to use, and require minimal maintenance.

Further, with the consolidation of providers and the increasing prevalence of integrated health networks, it’s critical that we can offer solutions that cater to both settings. If our customers operate on a hub-and-spoke model, we are ready to equip them across the board.

(Miramar) What qualities or leadership traits do you look for in rising leaders within this industry?

(Brian) That’s an important question. Over my career, I’ve learned that the following are key traits the best leaders hone and demonstrate:

• Vision and Strategic Thinking: Strong leaders must be able to see the big picture, anticipate market shifts, and chart a clear, purposeful course forward.
• Effective Communication: They translate complex ideas into clear messages and inspire confidence across all levels of the organization.
• Emotional Intelligence: They’re able to understand and manage their own emotions (and empathize with others), which is crucial for building trust and navigating challenges.
• Adaptability and Resilience: In a world of constant change, great leaders thrive by staying flexible, learning quickly, and bouncing back stronger from setbacks.
• Integrity and Accountability: They lead by example, take ownership of their actions, and earn respect through consistent, ethical behavior.
• Collaboration and Team-Building: Great leaders foster inclusive environments, unite diverse perspectives, and elevate the collective performance of their teams.
• Authenticity: Being genuine and self-aware enables leaders to build credibility and connect with others on a deeper level.
• Innovation and Creativity: They challenge the status quo, welcome new ideas, and turn unconventional thinking into competitive advantages.
• Decision-Making Skills: Strong leaders make informed, timely decisions, even in uncertainty, while balancing risk and reward.
• Passion and Commitment: Their energy and dedication fuel momentum, inspire others, and sustain progress over the long haul.
• Mentorship and Development: True leaders grow by supporting and promoting others, cultivating talent, and creating a legacy of leadership excellence.
  

(Miramar) What advice would you share with professionals looking to build their careers in the diagnostics industry today?

(Brian) Five principles that have guided me in my career and that I’ve come to trust are:

• Focus on patient-centered care. Always keep the patient’s well-being at the forefront of your work. Understanding patient needs and enabling compassionate care can set you apart in the industry.
• Stay up to date with technological advancements. The diagnostics industry is rapidly evolving, and it’s crucial to stay at the forefront of the latest technologies and trends.
• Network with industry professionals. Networking can open doors to new opportunities and provide valuable insights into the industry.
• Embrace innovation and creativity. Be open to new ideas and approaches, and don’t be afraid to think outside the box. Your creativity can lead to breakthroughs and improvements in diagnostic methods and technologies.
• Set clear career goals. Define your career goals and create a roadmap to achieve them.