Marketing Diagnostic and Lab Tests: HCP Ordering and Consumer Demand
How diagnostic and lab test companies market to ordering HCPs and consumers: regulation, ordering workflow, consumer tests, and measurement.
The short answer
Diagnostic and lab test marketing aims to get the right tests ordered for the right patients. For HCP-ordered tests, it targets ordering clinicians and their workflows: EHR order sets, lab portals, education on when to test, and reimbursement support. For consumer-initiated tests, it resembles DTC with claims, privacy, and follow-up care obligations. Regulation depends on whether the test is FDA-cleared or a laboratory-developed test, and success is measured on tests ordered and completed.
Diagnostics marketing has a different job from drug marketing. A test does nothing unless it is ordered, the sample is collected, the result comes back, and someone acts on it. Marketing has to support each step.
Two models
| HCP-ordered tests | Consumer-initiated tests | |
|---|---|---|
| Decider | Clinician | Consumer, sometimes with a clinician sign-off |
| Barriers | Awareness of when to test, workflow, reimbursement | Awareness, cost, trust, follow-up |
| Channels | Sales, EHR, lab portals, HCP media, education | Search, social, CTV, retail and online |
| Outcome | Tests ordered and completed | Kits purchased and returned |
HCP ordering
Key levers:
- Clinical education on which patients should be tested, often tied to guidelines.
- Workflow: order sets in EHRs and lab portals so the test is easy to order.
- Reimbursement support so practices are not left with denials.
- HCP media targeted to ordering specialties. See diagnostic data in HCP targeting.
For companion diagnostics, marketing often coordinates with the therapy's brand team. See biomarker testing gaps.
Consumer-initiated tests
- Claims about what a test shows must be accurate and not overstated.
- Results may require clinical follow-up; marketing should explain it.
- Genetic and health data privacy is a major consumer concern. Be clear about data use.
Regulation
- Tests FDA regulates as devices follow device rules.
- Laboratories are certified under CLIA.
- Oversight of laboratory-developed tests has been in flux; check current FDA status.
- Advertising claims follow FTC standards.
Measurement
- Tests ordered by targeted HCPs vs. similar untargeted HCPs.
- Completion rate (sample collected and processed).
- Time from order to result.
- For consumers, kit purchases, activation, and returns.
Common mistakes
- Driving awareness without fixing ordering workflow.
- Overstating what a test can tell a consumer.
- Measuring orders but not completed tests.
- Ignoring reimbursement as a barrier.
A worked example for an HCP-ordered test
Hypothetical example. A lab launches a test that guideline committees recommend for a subset of patients with a common cancer. Testing rates are low.
| Step | Estimated drop-off | Action |
|---|---|---|
| HCP aware test is recommended | Moderate | HCP media and education to treating oncologists |
| HCP decides to test eligible patient | High | Patient selection tools, guideline summaries |
| Order placed easily | High | EHR order set integration, lab portal improvements |
| Sample collected and sent | Moderate | Office staff instructions, collection kits |
| Result returned and understood | Low | Clear reports, support line |
| Result acted on | Moderate | Education on next steps |
In this case, ordering workflow and patient selection were bigger barriers than awareness. Spending most of the budget on awareness media would miss them.
Coordinating with therapy brands
When a test identifies patients for a specific therapy, coordination with the therapy's brand team can help: shared education about testing, aligned messages, and joint measurement of testing rates. Keep promotional content for the therapy separate from test education where rules require it.
Consumer-initiated tests: claims to avoid
- Implying a test diagnoses a condition when it only screens.
- Overstating what genetic risk results mean.
- Suggesting results replace a clinician's evaluation.
- Burying information about data use and sharing.
Practical takeaway
Map the steps from "HCP considers testing" to "result acted on" and estimate where most patients drop out. Spend the next marketing dollar on the biggest drop-off, which is often ordering workflow or reimbursement, not awareness.
Frequently asked questions
Who regulates diagnostic test marketing?
It depends on the test. FDA oversees tests it regulates as devices; laboratories are certified under CLIA; the FTC oversees truthful advertising. Rules for laboratory-developed tests have been changing, so check current status.
How do diagnostic companies reach ordering physicians?
Through sales teams, EHR and lab portal integrations, medical education, guideline-based messaging, and HCP media targeted to specialties that order the test.
What is a companion diagnostic?
A test that identifies patients who are likely to benefit from, or be at risk from, a specific therapy, and is often referenced in the therapy's labeling.
Sources
- FDA, Companion Diagnostics
- CMS, Clinical Laboratory Improvement Amendments (CLIA)
- FTC, Health Products Compliance Guidance
External guidance and platform documentation change. Links were current at publication; check them again before relying on them for a decision.
Editorial note. Analysis and frameworks are the author's own and do not represent Acxiom or any current or former employer, client, or named platform. Examples labeled hypothetical or illustrative are not results from real campaigns. Nothing here is legal, regulatory, or medical advice.
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