Healthcare
Genotype Health
Genotype Health decodes your DNA so you can make smarter, earlier health decisions at every stage of life, for you and your family.
Building Australia's next-generation clinical genetic testing company.
The Problem
Genotype Health came to us with a bold clinical proposition and a founder whose personal story gave the brand its purpose. What they didn't have was the architecture to turn it into a company the market would recognise, trust, and choose.
The genetic testing category was fragmented. Competitors offered narrow slices of the solution, thin patient support, and almost no counselling. The founder had identified the whitespace. What she needed was the strategic scaffolding, the brand ecosystem, the commercial model, and the go-to-market engine to claim it, before someone else did.
The problem wasn't a lack of ambition. It was the absence of a blueprint strong enough to hold it.
What We Built Together
A complete operating and growth system, structured across eight pillars.
We designed the three-entity architecture that now defines the business: Genotec as the IP and technology engine, Genotype Health as the consumer and clinical brand, and a dedicated NGO to drive global data equity. Each entity with its own purpose, each connected to reinforce the others.
From there, we built the full commercial stack. Positioning and messaging tailored to five distinct audiences. Product architecture across diagnostic, carrier, and proactive screening. A direct-to-consumer engine, a B2B clinical referral strategy, and a white-label partnership model designed for the biggest names in pharmacy, fertility, and longevity. A disease-first SEO framework capable of ranking on thousands of long-tail terms. An AI-powered pre-test compliance bot. A standalone counselling revenue stream. A phased geographic rollout across Australia, Thailand, Indonesia, South Africa, and Vietnam.
We wrote the partner information packs, the brand voice framework, the trust architecture, the annual marketing calendar, the capital raising roadmap, and the risk mitigation playbook. We built the measurement system, eight core metrics tracked against a 12.5% annual improvement target.
Strategy, brand, copy, campaign, commercial model, and operating system. In one document. Ready to execute.
The Outcome
Genotype Health walked in with a founder's conviction and walked out with a business.
The work gave them a clear market position, a differentiated product suite, three active revenue channels, a partnership strategy with warm introductions already in motion, and a long-term vision that positions the business not as another testing brand, but as the genomic infrastructure layer for the Asia-Pacific and beyond.
The founder now has the document she needs to raise capital, recruit talent, onboard partners, and launch with confidence. The commercial opportunity is mapped. The brand is built. The mission is clear.
One strategy. Three entities. Eight pillars. Built to scale.
