Selling Diagnostics Directly to Consumers

The pandemic changed how consumers think about accessing testing. After experiencing Covid tests, consumers want direct access to tests so that they can test whenever and wherever they want. People don’t want to take time off from work to go to an office to get lab tests. And for STIs, people are concerned about privacy at a public place.

But large diagnostic firms market to hospitals and physician groups because patients are a captive audience. This is an archaic and paternal approach, and we’d like to empower people with diagnostic answers wherever and whenever they need them. Selling molecular tests directly to consumers is a new and highly disruptive strategy, requiring different approaches than what has traditionally been done in the point of care market.

Perhaps the most disruptive aspect of Sherlock Biosciences ’ approach is how it will reach consumers.

Going direct to consumers offers many opportunities to leverage new and innovative marketing tools to reach consumers. We can advertise on social media and find novel (for healthcare) means to fulfill last-mile delivery. Marketing a diagnostic on Instagram and delivering it through Instacart is a brand-new thing, but we believe that COVID has conditioned the market and opened up consumers to these shopping behaviors.

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