The direct-to-consumer diagnostic lab industry is rapidly growing as consumers seek convenient, accessible, and personalized healthcare testing. From genetic screening and microbiome analysis to at-home wellness panels, they must leverage AI-driven marketing for labs to balance consumer engagement, e-commerce-like marketing strategies, and seamless customer support to stay competitive.
However, many direct-to-consumer diagnostic labs struggle with:
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- Fragmented consumer data, making it difficult to track customer journeys.
- Inefficient marketing efforts, leading to high customer acquisition costs.
- Scaling personalized engagement, without overwhelming their support teams.
At Torrent Consulting, we help direct-to-consumer labs optimize their Sales and Marketing strategies by leveraging Salesforce Life Sciences Cloud, Data Cloud, Marketing Cloud, OmniStudio, and Agentforce—aligning AI-driven targeting, automation, and personalization to increase conversions and revenue growth.
Key Challenges for Direct-to-Consumer Diagnostic Labs
1. Limited Visibility into Consumer Behavior & Test Orders:
Labs often lack a unified view of customer interactions, making it difficult to track.
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- Which consumers are abandoning purchases.
- Which tests are being reordered most frequently.
- How engagement efforts impact conversions.
2. Inefficient Marketing Efforts & High Acquisition Costs:
Without advanced segmentation and predictive analytics, labs waste marketing spend on generic campaigns that do not convert.
3. Customer Support Bottlenecks & Low Retention:
Consumers need education on test results, reminders for follow-up testing, and proactive engagement—without overwhelming customer support teams.
The Salesforce-Powered Solution for Direct-to-Consumer Labs
By integrating AI-driven insights, automation, and omnichannel engagement tools, direct-to-consumer labs can scale their marketing and sales efforts while improving the consumer experience.
1. AI-Driven Targeting: Identifying High-Intent Consumers (Solves: Limited Visibility & Inefficient Marketing)
Life Sciences Cloud & Einstein AI help direct-to-consumer labs predict which consumers are most likely to convert, enabling precise audience segmentation.
Example: A genetic testing company struggled to convert website visitors into paying customers, leading to high customer acquisition costs.
How they solved it:
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- Implemented Einstein AI to analyze visitor behavior, identifying those most likely to complete purchases.
- Created an automated retargeting campaign in Marketing Cloud, sending personalized offers to consumers who viewed tests but didn’t complete orders.
- Integrated AI-driven email and SMS follow-ups, offering educational content tailored to each consumer’s interests.
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Outcome: Email open rates increased by 40%, and customer conversion rates jumped by 18%, reducing marketing costs by 22%.
2. Data Cloud Unification: Creating a 360° Consumer Profile (Solves: Limited Visibility & Customer Support Bottlenecks)
Data Cloud consolidates consumer behavior, order history, and engagement data across e-commerce, CRM, marketing automation, and customer support platforms into a single consumer profile.
Example: A diagnostic lab offering at-home hormone testing had fragmented consumer data across their e-commerce platform, customer service chat, and Salesforce CRM.
How they solved it:
- Implemented Salesforce Data Cloud to unify customer interactions, test order data, and marketing touchpoints.
- Integrated data across multiple systems, eliminating data silos and enabling a real-time view of the customer journey.
- Used AI-driven insights to predict which customers were likely to reorder and which needed follow-up engagement.
Outcome: The lab saw a 25% increase in repeat test orders and a 30% reduction in abandoned carts, as they could now retarget interested consumers with personalized offers.
3. Omnistudio FlexCards: Automating Consumer Engagement & Follow-Ups (Solves: Customer Support Bottlenecks)
OmniStudio FlexCards enable guided workflows, automating customer education, test tracking, and post-results engagement—reducing the burden on support teams.
Example: A microbiome testing company faced a high volume of customer inquiries about test processing times and result interpretation.
How they solved it:
- Built a self-service portal using OmniStudio FlexCards, allowing consumers to track test status and access AI-generated insights.
- Automated post-test engagement emails with explanations of results and recommended next steps.
- Implemented AI-powered chatbots for common inquiries, reducing live agent interactions.
Outcome: Customer support ticket volume dropped by 40%, and customer satisfaction scores increased by 35% as consumers could now easily track their test journey in real time.
4. Predictive Scoring with Einstein for Marketing Cloud: Optimizing Campaigns for Consumer Retention (Solves: Inefficient Marketing Efforts & Low Retention)
Einstein AI analyzes consumer engagement levels, helping marketing teams prioritize retargeting and re-engagement efforts.
Example: A cardiovascular health lab wanted to increase repeat test purchases by re-engaging customers after their initial test.
How they solved it:
- Used Einstein AI predictive models to score customers based on likelihood to reorder follow-up tests.
- Automated personalized email and SMS reminders, recommending relevant additional testing based on past results.
- Implemented a dynamic “health journey” dashboard, allowing consumers to track their historical test results and progress over time.
Outcome: The lab increased repeat test purchases by 32%, while engagement metrics—email open rates, click-through rates, and customer retention—improved significantly.
How Torrent Consulting Helps Direct-to-Consumer Labs Scale Smarter
With Salesforce’s AI-driven marketing, automation, and unified data strategy, direct-to-consumer labs can:
- Reduce customer acquisition costs through predictive targeting.
- Improve consumer engagement and retention with personalized automation.
- Streamline operations with integrated order tracking and self-service tools.
- Optimize marketing efforts with AI-driven segmentation and campaign automation.
If your direct-to-consumer diagnostic lab is ready to scale smarter, engage better, and drive more revenue, contact us today to see how Salesforce solutions can help.
