Diagnostics, referrer-led growth, with the long-tail SEO depth that comes with it.
For Australian pathology providers, genomic diagnostics, niche-test specialists and direct-to-consumer screening businesses. GP-referrer education and pathology-form-portal optimisation on one side; long-tail technical SEO for niche tests (NIPT, PGx, hereditary cancer panels) on the other; patient-direct B2C funnels where the test is sold to the consumer.
Three buyers. Three channels. One integrated programme.
GPs and referring specialists
CME-style educational content on niche tests, pathology-form-portal UX, GP-portal feature awareness, GP CPD events, RACGP-aligned content. Email cadence to referring practices, not patients.
Hospital and PE-procurement buyers
For pathology contracts with hospital networks and integrated healthcare groups, the buyer is procurement. Capability statements, service-coverage maps, accreditation documentation, same B2B procurement disciplines we run for occ-health.
Direct-to-consumer patients
For B2C genetic testing, hereditary cancer panels, and patient-funded screening, the buyer is the patient. Meta + Google for patient-direct acquisition, patient-education funnel, AHPRA-reviewed claims, GP-referral integration where required.
Long-tail technical SEO
"NIPT cost Australia bulk billing", "PGx Medicare item number", "hereditary cancer panel BRCA testing AU", the niche-test long-tail is a major referrer-acquisition channel. We rank for the queries the GPs and patients are typing.
Clinical content authority
For high-stakes diagnostic categories, the content has to be clinically authoritative. We run pathologist co-author models, citation-grade evidence requirements, and AHPRA review on every public-facing piece.
Multi-test portfolio reporting
For multi-test diagnostic providers, BigQuery + Looker dashboards consolidating referrals by test, by GP catchment, by patient-direct vs. referrer channel.
Diagnostics is referrer-direct B2B layered with patient-aware UX.
Diagnostics + pathology businesses serve clinicians directly, GPs, specialists, allied-health practitioners ordering diagnostic tests on patients' behalf. The primary marketing audience is clinical, not consumer. The marketing job is to be the diagnostic provider clinicians choose for accuracy, turnaround, and pre-test consultation.
Patient-aware UX still matters, the patient is the one collecting samples, attending blood-draw appointments, accessing results portals. AHPRA-aligned patient-facing content, accessible test-prep instructions, transparent pricing for non-Medicare-funded tests. The patient-side UX has to support the clinician-side trust.
Genomic Diagnostics is the working pattern reference, clinician-targeted demand-gen, AHPRA-aligned patient-facing content, sector-press placement, test-portal UX. The diagnostics pattern executed end-to-end.
Working diagnostics patterns across the book.
Genomic Diagnostics
Healthcare diagnostics paid-media programme, clinician-targeted demand-gen, AHPRA-aligned patient-facing content, sector-press placement.
Healthcare creative pipeline
AHPRA-aligned creative pipeline, senior healthcare-content reviewer, AHPRA Code 12 review on every patient-facing piece.
Diagnostics + pathology playbook
The pattern reference for clinician-direct diagnostics marketing, referrer-led, AHPRA-aware, patient-pathway-supported.
Running a diagnostics business?
Thirty-minute call. We'll look at your GP-referrer programme, your B2C patient funnel, and your long-tail SEO coverage, and tell you what we'd do differently.
Book a Discovery