Genomic Diagnostics, niche-test marketing for NIPT, PGx, and hereditary panels.
Genomic Diagnostics is an Australian genetic pathology provider with its head office in Heidelberg, Victoria. It runs three niche tests: non-invasive prenatal testing, pharmacogenomics, and hereditary cancer panels. GPs order the tests and patients decide whether to proceed, so the programme addresses both audiences.
Genomic Diagnostics, marketing three niche genetic tests to clinicians and patients.
Meta campaigns run patient-direct and are built separately for each test: expecting parents for NIPT, medication-management aware patients for PGx, and family-history aware audiences for hereditary panels. Google Ads covers long-tail queries for the same three tests, with commercials scaled to programme volume on a transparent rate-card structure.
The GP referrer layer runs CME-style educational content on the tests, aligned to RACGP expectations, alongside GP portal feature awareness and referral-form portal integration.
Creative capacity is reserved in advance and drawn on for ad variants, EDM design, GP referrer collateral and patient-education tiles.
Clinical content is reviewed before publication, with genetic testing claims framed for informed consent and pre-test counselling in line with AHPRA standards. Ad spend is itemised by platform and passed through at cost.
Niche tests, two buyer types, integrated paid + creative.
Patient-direct social
Social Media (Meta) Ads Management, patient-direct campaigns for NIPT (expecting parents), PGx (medication-management aware patients), hereditary cancer panels (family-history-aware audiences).
Long-tail niche-test queries
SEM/Google Ads management for NIPT, PGx, and hereditary panel queries. Commercials scaled to programme volume, transparent rate-card structure throughout.
Ad-hoc design pool
Block-hours pool, billed in advance. Ad creative variants, EDM design, GP-referrer collateral, patient-education tiles.
Total spend disclosed line-by-line
Ad spend disclosed on every invoice, pass-through, never marked up. Itemised by platform on every monthly statement.
CME-style content
GP-referrer programme support, CME-style educational content on niche tests, RACGP-aligned content, GP-portal feature awareness, referral-form portal integration.
AHPRA-aligned + clinical-claim review
Clinical content reviewed before publication. Genetic testing claims handled with the appropriate informed-consent and pre-test-counselling framing required by AHPRA standards.
Genomic Diagnostics, specialist genetic pathology for Australian clinicians.
What did 121 Group do for Genomic Diagnostics?
121 Group ran SEO, Google Ads and paid social for Genomic Diagnostics.
What industry is this healthcare case study in?
Genomic Diagnostics operates in healthcare. 121 Group works across nine verticals, with case studies published for each.
Could 121 Group run a programme like this for us?
Yes. A senior strategist can talk through how we approach healthcare marketing, what a comparable programme would cover and how it would be measured, on a thirty minute call.
Running a diagnostics business with niche-test long-tail demand?
Thirty-minute call. We'll look at your GP-referrer programme, your patient-direct funnel, and your long-tail SEO coverage, and tell you what we'd do differently.
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