E-commerce / Diagnostics Kuala Lumpur, Malaysia

A Direct-to-Consumer and Partner-Acquisition Engagement for a Malaysian Genetic-Testing Brand

A two-sided engagement for SuperDNA — the Malaysian consumer genetic-testing brand operated by MyGenome Sdn Bhd — covering direct-to-consumer kit sales alongside clinic and pharmacy partner acquisition. The work sits in a regulated diagnostics category where audience, compliance and channel choice have to be resolved before spend.

The client

SuperDNA (opens in a new tab) is a Malaysian consumer genetic-testing brand operated by MyGenome Sdn Bhd. The commercial model is two-sided: kits sold directly to consumers, and a partner network of clinics and pharmacies that distribute and interpret the tests alongside their own services. Both sides are addressed by the same brand, but each has its own audience and its own buying decision.

Diagnostics is a category where audience discipline matters more than average. The end customer — someone looking for a DNA test — is a different reader from the practice principal deciding whether to add genetic testing to a clinic's or pharmacy's service mix. Marketing that speaks to both at once tends to convert neither, and the compliance surface around consumer health claims narrows what either side is allowed to say.

The problem

Two audiences, one brand. The consumer side is competitive on retail and marketplace surfaces, and the partner-acquisition side sits in a professional-services vocabulary that does not overlap the consumer one. Neither side is well-served by a single funnel: a headline that lands with a curious consumer misfires with a clinic principal reviewing service additions, and vice versa.

More detail on the problem

The regulatory surface is real. Consumer genetic-testing communications in Malaysia sit alongside the country's medical-advertising rules where any health claim is made, and adjacent to the private-healthcare-facility regime where a partner clinic or pharmacy provides the interpretation. Every claim about accuracy, health interpretation or medical outcome has to be checked against what the underlying laboratory report actually supports and against what the applicable rules permit — and where the answer is we do not have that figure, the honest response is to omit it, not to reach for a plausible-looking approximation.

What we did

The engagement is structured around the two-sided commercial model rather than a single channel plan.

More detail on what we did
  • Direct-to-consumer kit sales. Search and social channels sized to the consumer audience, with creative that respects the health-claim boundary. The consumer terms in this category carry real demand at low keyword difficulty in Malaysia — and they are SuperDNA's demand, not shakalakaa's, which is why they belong on the brand's own surfaces rather than on this agency page.
  • Clinic and pharmacy partner acquisition. A separate funnel targeting practice principals, group operators and pharmacy chains — a business-owner audience whose evaluation criteria are commercial and clinical, not the same as the consumer's. Positioning treats the partnership as an addition to an existing services mix, not as a replacement for anything the partner already offers.
  • Compliance discipline in the creative. Every health-adjacent claim is checked against the underlying laboratory documentation and the applicable Malaysian medical-advertising rules before it goes into copy or creative. Where a claim cannot be supported by primary evidence, it is not made — this is the same standard shakalakaa's own healthcare-facility advertising guidance describes for hospitals and clinics.
  • Channel allocation over headline volume. The consumer and partner sides compete for the same working budget, and the split is a live decision reviewed against actual conversion rather than fixed at the start of the engagement.

On the organic-search side of the direct-to-consumer work, the programme targeted non-branded category and product queries rather than the brand's own name, fixed technical and schema issues on the product and health-content pages, and tracked the outcome as paid kit orders rather than traffic alone.

The results below are that SEO workstream only; paid-media and partner-acquisition figures are not published here.

Results (9-month SEO programme)

Metric Before After
Non-branded organic visitors per month 3,200 12,160 (+280%)
Organic DNA-kit orders (GA4, Organic Search) Baseline 3.2×
Google Malaysia rank, core product categories — #1 in 3 categories

SEO workstream only. Figures are SuperDNA's own account reporting (Google Search Console, GA4 e-commerce, rank tracking for Malaysia). A conversion is a paid online DNA-kit order attributed to organic search.

What this means for your consumer diagnostics

The plain-language version. shakalakaa runs a live engagement for a Malaysian consumer genetic-testing brand across two audiences — kit buyers and partner practices — in a category where compliance and audience discipline both matter. On the SEO side, non-branded organic visitors grew from 3,200 to 12,160 a month over nine months and organic kit orders rose 3.2×, measured as paid orders, not visits. Our wider healthcare work, including hospitals, is on the healthcare marketing page.

More detail on what this means for your consumer diagnostics

What this credential says about shakalakaa: the agency operates comfortably in regulated diagnostics and in two-sided commercial models where consumer and B2B audiences share a brand. That is a real credibility signal for the kind of regulated health and consumer diagnostics e-commerce work our capability describes — and it is not a licence to overstate what has been delivered.

The paid search side of the same engagement has its own figures: see the SuperDNA Google Ads case study.

Related at shakalakaa e-commerce marketing capability how we work with enterprise clients

All case studies

FAQ

Frequently asked questions

What is shakalakaa's role for SuperDNA?
A live engagement covering direct-to-consumer kit sales and clinic and pharmacy partner acquisition for SuperDNA, the Malaysian consumer genetic-testing brand operated by MyGenome Sdn Bhd. The SEO workstream's results are on this page and the Google Ads results are on the SuperDNA Google Ads case study; partner-acquisition figures are not published.

What did the SEO work achieve for SuperDNA?
Over a nine-month programme, non-branded organic visitors grew from 3,200 to 12,160 a month (+280%), organic DNA-kit orders rose 3.2×, and the brand reached #1 on Google Malaysia in three core product categories. A conversion here is a paid online kit order attributed to organic search in GA4, not a visit or a click.

Does shakalakaa specialise in genetic testing or laboratory marketing?
No. The owner-side keyword territory for genetics, diagnostics and biotech in Malaysia measures at effectively zero across dozens of tested terms, so we have not built a vertical page around it. This is a real client engagement in a specific category, not a specialism claim.

How does shakalakaa handle health claims in the creative?
Every health-adjacent claim is checked against the underlying laboratory documentation and the applicable Malaysian medical-advertising rules before it goes into copy or creative. Where a claim cannot be supported by primary evidence, it is not made — the same standard our healthcare-facility advertising guidance applies to hospitals and clinics.
Let's talk

Want results like this for your own consumer diagnostics?

Book a free strategy call Chat on WhatsApp (opens in a new tab)