Genomadix

About Genomadix

Genomadix produces molecular tests for precision medicine genotyping and environmental/water safety testing. They commercialized the Cube CYP2C19 Genotyping Test, the world’s fastest and easiest FDA-cleared CYP2C19 genotyping test, which can be used to support dual antiplatelet therapy decisions for stroke and cardiology patients.

Challenges

When Genomadix approached Digital Elevator they had minimal previous marketing and were looking for a marketing solution to market their Cube product to stroke and cardiology healthcare professionals. The product and testing method had zero awareness in the market, so the goals for the campaign were to drive brand awareness and leads with a limited budget to help get future buy-in from leadership to invest in marketing. Expectations of a low-converting campaign were established from the beginning, but given the high ticket value of a customer compared to the estimated ad spend data, it made sense to test.

Digital Elevator recommended a Google Ads search campaign with the caveat that our efforts would be pulling prospects in who were unfamiliar with the Cube and therefore difficult to convert.

Solutions

We began with the buildout of a custom landing page to help infuse more sales copy into the campaign and focus our efforts on the singular goal of lead generation. Then, we created a Performance Max campaign to reach potential customers across search, YouTube, Gmail, Maps, Display, and discovery, and created text, image, and video assets for all these channels. To segment the lead types, we also created custom interest segments to isolate the ads to the healthcare professionals Genomadix wanted to target.

Precision Medicine Meets Precision Targeting

The Google PMAX campaign resulted in the successful acquisition of new clients, generating a 1,300% ROAS. With the ROI, Genomadix and Digital Elevator are setting up additional campaigns to target leads across additional platforms to help build out our previous success.