DxSTRA Diagnostic Strategies is an organization with a unique breadth of experience and relationships across the diagnostics community. This provides insights and guidance for companies that want to evaluate their market position, launch new products and services or improve the success of their sales organization. DxSTRA provides tools for commercial laboratories, diagnostic start-ups and hospital based laboratories to excel in a rapidly changing healthcare market. Our success in linking an organizations vision and core values to the sales strategy creates a valuable link between operations and the messaging in the field. The vision and values that create the innovative products and services of the future require strategies and tactics to clearly express that vision to the marketplace. The ability to create clear strategies, develop and train the field force and implement the proper incentives and tactics for the sales organization greatly increases the chance for success of an company. This crucial alignment has the additional advantage of putting management, operations and sales all on the same page with clear and well understood goals, expectations and accountability.