Specialist diagnostics marketing that engages laboratory buyers, pathologists and health system decision-makers. We help diagnostics companies build pipeline and grow market share.
Trusted by diagnostics companies
Whether you are launching a new assay, expanding your test menu or growing market share within a competitive platform category, we bring deep diagnostics marketing experience that drives measurable results.
Diagnostics companies face unique marketing challenges that generalist agencies are not equipped to handle.
Laboratory buyers need analytical validation data, clinical sensitivity and specificity figures and head-to-head comparisons before adopting new assays or platforms.
Labs evaluate diagnostics products based on menu breadth, workflow integration and total cost of ownership, not just price.
IVD regulations including FDA 510(k), IVDR and CLIA requirements create strict boundaries around performance claims and intended use statements.
Pathologists, lab directors, biomedical engineers and supply chain teams all influence purchasing decisions through different evaluation criteria.
A full-funnel diagnostics marketing methodology designed for the unique challenges of marketing IVD products to clinical laboratories, reference labs and health systems.
Laboratory buyer positioning
We build diagnostics marketing strategies that align with how laboratory buyers evaluate and adopt new assays and platforms. From persona mapping for lab directors and pathologists to competitive positioning within assay categories, every strategy is designed for diagnostics commercial realities.
Every channel and capability your diagnostics company needs, delivered by a team that understands laboratory buyers and IVD commercial sales.
Numbers from our work with diagnostics organizations.
We have spent years working with IVD and clinical diagnostics companies navigating complex laboratory sales cycles, regulatory requirements and multi-stakeholder procurement processes. We understand the validation evidence that laboratory buyers demand and the commercial models that drive diagnostics revenue.
That means no wasted time explaining assay validation or laboratory workflows to your agency. We hit the ground running with diagnostics marketing strategies that are built for your market from day one.
Deep experience with IVD and clinical diagnostics companies. We understand laboratory buyers, assay validation and diagnostics commercial models.
From awareness through to pipeline and revenue. We connect every marketing activity to instrument placements and reagent revenue.
You work directly with experienced marketers. No junior account managers, no learning on your budget.
Every strategy is backed by data. We track, measure and optimize relentlessly to maximize your marketing ROI.
“Working with Marzipan was a turning point for our digital strategy. The new site is fast, scalable, and delivers qualified leads every week.”
Mike Thurogood
VP Marketing, Instem
Diagnostics marketing is the practice of promoting IVD products, clinical assays, instruments and laboratory platforms to clinical laboratories, reference labs and health systems. It differs from broader life science marketing because diagnostics buyers evaluate products based on analytical and clinical performance data, workflow integration, menu breadth and total cost of ownership. The regulatory environment around IVD products, including FDA 510(k), IVDR and CLIA requirements, also creates strict boundaries around what performance claims can be made and how intended use statements are communicated. Effective diagnostics marketing must address these technical and regulatory realities while still driving commercial outcomes.
We market IVD products to clinical laboratories by building campaigns around the information that laboratory buyers actually need to make adoption decisions. This includes clinical validation data, analytical performance specifications, workflow integration evidence and total cost of ownership analyses. We target lab directors, pathologists, biomedical engineers and procurement teams through Google Ads, LinkedIn advertising, SEO content and conference marketing. Every campaign is designed to move laboratory prospects through the evaluation process, from initial awareness through technical review to procurement approval.
Clinical validation is central to diagnostics marketing. Laboratory buyers will not evaluate a new assay or platform without seeing sensitivity, specificity, precision and correlation data. Head-to-head comparisons with existing methods are often required before a lab will even begin an internal evaluation. We help diagnostics companies create validation-focused content including performance data sheets, clinical study summaries and comparison guides that give laboratory buyers the evidence they need to move forward. This evidence-first approach builds credibility and accelerates the evaluation cycle.
The most effective marketing channels for diagnostics companies include SEO and content marketing (to build authority around assay types, analyte categories and clinical applications), Google Ads (to capture high-intent search traffic from laboratory professionals evaluating new products), LinkedIn advertising (to reach lab directors, pathologists and laboratory managers at target organizations), email marketing (to nurture prospects through lengthy evaluation cycles) and conference marketing at events like AACC, MEDICA and AMP (where laboratory professionals evaluate new instruments and assays in person). Account-based marketing is also highly effective for targeting specific reference labs and health systems.
We support new assay and platform launches with pre-launch awareness campaigns, clinical validation content development, digital demand generation and targeted outreach to laboratory decision-makers. Our launch strategies include SEO content targeting the specific analytes and clinical applications your new product addresses, Google Ads campaigns capturing search traffic from labs evaluating solutions in your category, LinkedIn campaigns reaching lab directors and pathologists at target accounts, and conference marketing to drive booth traffic and demo requests. We align all launch activity to your regulatory timeline and intended use claims to ensure every marketing asset is compliant.
