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 direct order test kits for chronic obstructive pulmonary disease (COPD) patients. 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 wanted to deliver at-home COPD genetic test kits to proactively identify patients at risk of the alpha-1 genetic marker. This shift from a dependency on HCPs for test kit orders toward a DTC model would upend the current healthcare model and require a secure, scalable system to handle the testing and notification.

The Solution

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

Credera conducted a 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 since they are most impacted by COPD. 


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 while effectively enabling protected health information (PHI) and Health Insurance Portability and Accountability Act (HIPAA) compliance with segregated and protected patient data. Credera and the client teams partnered 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 tracking analytics to connect data across the patient journey and customer relationship management (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 the Alpha-1 genetic marker and inform them of the treatment options.

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