Diagnostic Test Adoption
Overview
A leading diagnostics company wanted to increase adoption of complementary tests among existing customers already using one of its diagnostic solutions.
DigiVidBio developed a coordinated omnichannel marketing strategy that combined NPI-targeted digital advertising, video, email, and direct mail to engage healthcare providers with relevant messaging.
The campaign generated measurable lift over a control group and delivered an ROI exceeding 900% within the first few months.
900%+ ROI — Demonstrated measurable business growth in just months.
Validated Campaign Lift — Control-group testing proved true incremental impact.
Expanded Product Adoption — Increased utilization across complementary diagnostics.
Scalable Growth Strategy — Success shifted the conversation from "Does it work?" to "How much can we scale?"
Target Audience
Existing Healthcare Provider Customers
- Physicians already utilizing one diagnostic test but who could benefit from incorporating complementary tests into their clinical workflows.
Commercial Marketing Teams
- Brand and commercial teams seeking measurable strategies to expand product adoption within existing customer accounts while maximizing marketing ROI.
The Challenge
Unlocking Growth Within an Existing Customer Base
Expand Product Adoption
- Many providers were successfully using one diagnostic test but had not adopted complementary tests that could provide additional clinical insights.
Drive Measurable Behavior Change
- The client wanted to determine whether targeted marketing could influence existing customers to expand utilization across its broader portfolio.
Prove Incremental Value
- To justify additional investment, the campaign needed to demonstrate measurable business impact beyond what would have occurred naturally.
The Solution
An Omnichannel Campaign Built Around Precision Audience Targeting
DigiVidBio developed a coordinated cross-sell strategy that reached existing healthcare providers across multiple channels while incorporating a control group to measure true campaign impact and incremental lift.
NPI-Targeted Display Advertising
Delivered highly relevant messaging directly to healthcare providers already familiar with the client's brand.
Online Video Advertising
Reinforced key product education through engaging visual content.
Email Marketing Campaign
Extended messaging through personalized provider communications.
Video Direct Mail
Combined physical outreach with digital storytelling to increase engagement.
Control Group Measurement
Isolated campaign performance to quantify incremental adoption and ROI.
Strategic Approach
Combining Audience Intelligence with Omnichannel Engagement
Expanding Existing Relationships
Focused on
Rather than acquiring entirely new customers, the campaign focused on healthcare providers who already trusted the client's brand, making complementary product adoption a more natural next step.
Proving Marketing Impact
Built For
A dedicated control group allowed the client to clearly measure incremental lift, validate campaign effectiveness, and confidently scale future investment based on real business outcomes rather than assumptions.
Execution
A Coordinated Campaign Across Every Touchpoint
- Activated NPI-targeted display advertising to reach existing healthcare provider customers.
- Reinforced campaign messaging through online video, email, and video direct mail.
- Measured campaign lift against a matched control group to quantify incremental business impact.
Optimized for
Results
ROAS WITHIN MONTHS OF LAUNCH
The campaign generated a rapid return on investment, with one product achieving positive ROI within two months and additional products following shortly thereafter. The results were strong enough that the client's primary question shifted from "Does it work?" to "How much can we scale?"
Validated Incremental Lift
The control group confirmed that increased product adoption was driven by the marketing campaign rather than organic purchasing behavior.
Accelerated Portfolio Adoption
Existing customers expanded utilization across complementary diagnostic products, increasing the value of established customer relationships.
Built a Scalable Growth Strategy
Early campaign success gave the client confidence to explore increasing investment and expanding the program to drive even greater returns.
Deployed across
Key Takeaway
Turning Existing Customers into Your Greatest Growth Opportunity
Your Best Growth Opportunity May Already Be Your Customer
Existing customer relationships often represent the fastest path to increased adoption when supported by relevant, data-driven engagement.
Measurement Creates Confidence
By designing campaigns with built-in control groups, healthcare marketers can demonstrate true incremental impact and make smarter decisions about future investment.
Healthcare marketing is most effective when it's both personalized and measurable. By combining precision audience targeting with a coordinated omnichannel strategy and rigorous performance measurement, this diagnostics company transformed existing customer relationships into a scalable growth engine while proving the value of every marketing dollar invested.
Ready to Increase Adoption Across Your Product Portfolio?
Whether you're launching a new diagnostic, expanding utilization among existing customers, or looking to prove the ROI of your healthcare marketing, DigiVidBio develops data-driven omnichannel strategies that engage healthcare providers and deliver measurable business results.
Book a strategy call