The client
SuperDNA 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.
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.
- 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.
