Global Healthcare Company

Creating a technology ecosystem to enable direct-to-consumer genetic testing.

A global healthcare company and Credera leveraged the AlphaID service and its supporting technologies to directly reach more patients and seamlessly guide them to their next best step and care.

At a Glance

A global healthcare company wanted to shift from a traditional reliance on healthcare providers (HCPs) to order test kits on behalf of their COPD patients as the delivery mechanism for its Alpha-1 genetic marker program. They engaged Credera to design, test, and build the necessary FDA approved technology ecosystem to enable COPD patients to be directly marketed to visit the genetic testing service online, order a kit, send the kit to the lab, and receive the results. The new direct to consumer (DTC) channel is expected to double the program’s reach to an additional 10,000 genetically scanned COPD patients per month.

The Challenge

Expanding market opportunities by shifting marketing strategies.

The global healthcare enterprise sought to deliver at-home COPD genetic test kits to proactively identify patients at risk of Alpha-1 genetic marker. This innovated a shift from a dependency on HCPs for test kit orders toward a DTC model orchestrated to increase patient awareness, drive novel monetization strategy, and maximize market share. The solution enabled patients to use their preferred digital platform to both order the at-home test kits and receive results securely.

The Solution

Launching a cloud-based, secure, and scalable ecosystem to serve client needs.

Credera conducted six-week envision phase to align four internal business units toward a collective platform vision incorporating a design, technology, and data strategy. Next, the Credera team worked with the client’s design team to implement a simple, intuitive customer-facing digital platform to support all patients including older demographics. 

Credera’s technical team leveraged cloud-based, secure, and scalable infrastructure to create the technology ecosystem necessary to support integrations with third-party address verification and fulfillment partners, test-kit processing clinical laboratory improvement amendment (CLIA) labs, and marketing communication platforms. This all happened all while effectively enabling PHI and HIPAA compliance with segregated and protected patient data. Credera and the client teams partnered together to document, submit, and receive approval by the FDA certifying the solution as software as a medical device (SaMD).

The Results

Doubling the program’s reach and achieving the client’s mission.

The global healthcare’s marketing team is empowered with powerful tracking analytics to connect data across the patient journey and CRM platform integrations enabling targeted personalized patient communications. This combination of tooling drives critical insights allowing the program's performance to be optimized in near real time. By adding the DTC channel to their existing HCP delivered approach, the client will be able to double the program's reach to 20,000 patients per month and achieve their mission of proactively identify patients at risk of Alpha-1 genetic marker and inform them of the treatment options.

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