# A Direct-to-Consumer and Partner-Acquisition Engagement for a Malaysian Genetic-Testing Brand
> Source: https://shakalakaa.my/case-studies/superdna-genetic-testing-malaysia · Updated: 2026-09-29 · Market: MY
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](https://mysuperdna.com) 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](https://shakalakaa.my/resources/advertising-guidelines-for-healthcare-facilities-and-services) 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](https://shakalakaa.my/industries/healthcare-marketing) page.

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](https://shakalakaa.my/industries/ecommerce-marketing) 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](https://shakalakaa.my/case-studies/google-ads-genetic-testing-malaysia).

Related at shakalakaa: See our [e-commerce marketing capability](https://shakalakaa.my/industries/ecommerce-marketing) or the pricing guide. Working with a large brand? See [how we work with enterprise clients](https://shakalakaa.my/enterprise).

## Frequently Asked Questions
    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.    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.    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.    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.

### Want results like this for your own consumer diagnostics?
 [Book a free strategy call](https://shakalakaa.my/contact)

Client results

## Work we can show
[SuperDNAGenetic testing · Google AdsGoogle AdsLanding page4.1×Google Ads return on ad spend · Q1–Q3 2026 · one account, two marketsQuery control and negative keywords, SKU-level bidding, Enhanced Conversions and a two-field checkout on the paid landing pages.Read case study →](https://shakalakaa.my/case-studies/google-ads-genetic-testing-malaysia)[Pantai Hospital MalaysiaPrivate hospitalSEO+235%international organic visitorsCross-border search for international patients, measured as appointments through the International Patient Centre.Read case study →](https://shakalakaa.my/case-studies/private-hospital-medical-tourism-seo-malaysia)[TNB ElectronEV charging3D designCampaign3.4×weekly charging sessions per station · launch hubs3D charging-station and bay design and the launch campaign for Tenaga Nasional's EV-charging arm, delivered as a registered vendor.Read case study →](https://shakalakaa.my/case-studies/ev-charging-launch-campaign)[UEM Edgenta BerhadListed group · ESGWeb designVideo−72%CO₂e per page viewCopywriting, corporate page building and design, and video and photography for the group's sustainability communications.Read case study →](https://shakalakaa.my/case-studies/sustainability-esg-communications-campaign)[SSSunway Serene 2Property · Sunway PropertyMeta AdsLanding page100–180leads a monthMeta ads into a dedicated landing page with a qualifying lead form, and the Conversions API sending real enquiries back to Meta.Read case study →](https://shakalakaa.my/case-studies/property-developer-lead-funnel-malaysia)[SISunway International SchoolInstitutional educationSocial mediaContent24 monthssix-platform partnershipA 24-month social media partnership: content production, event coverage and admissions-cycle campaigns across six platforms.Read case study →](https://shakalakaa.my/case-studies/international-school-social-media-partnership-malaysia)[Swiss ThomasHome appliancesTikTok ShopLive selling6.2×monthly GMV · Jan–Aug 2026GMV Max and Spark Ads, bundle and listing optimisation, a sample-seeding creator programme and a live demo studio.Read case study →](https://shakalakaa.my/case-studies/tiktok-shop-home-appliances-malaysia)[Swiss ThomasHome appliancesMeta AdsCreative5.8×Meta revenue · Jan–Aug 2026Advantage+ Shopping, catalogue retargeting, the Conversions API and an in-house UGC creative studio.Read case study →](https://shakalakaa.my/case-studies/meta-ads-home-appliances-malaysia)[RaeLeleConsumer electronicsTikTok ShopCreators5.4×monthly GMV · Apr–Dec 2025TikTok Shop run end to end: GMV Max and Spark Ads, a creator affiliate programme, daily live selling and mega-sale operations.Read case study →](https://shakalakaa.my/case-studies/tiktok-shop-consumer-electronics-malaysia)[MANSPOTMen's groomingTikTok ShopLive selling4.7×monthly GMV · Jan–Aug 2025Video and Product Shopping Ads, creator Spark Ads, a creator seeding pipeline and in-house live shopping.Read case study →](https://shakalakaa.my/case-studies/tiktok-shop-mens-grooming-malaysia)[Emma LizsAnti-ageing salonMeta AdsSocial media3.8×monthly trial leads · Jan 2025–Aug 2026Qualifying Meta lead forms, Click-to-WhatsApp booking, WhatsApp reminders and Facebook and Instagram content management.Read case study →](https://shakalakaa.my/case-studies/meta-ads-beauty-salon-malaysia)[Activ (Respack)Senior care e-commerceMeta AdsCreative5.0×Meta revenue · Jan 2024–Aug 2025Advantage+ Shopping, caregiver carton bundles, catalogue retargeting, the Conversions API and an in-house video studio.Read case study →](https://shakalakaa.my/case-studies/meta-ads-senior-care-ecommerce-malaysia)[Activ (Respack)Senior care e-commerceSEO+290%non-branded organic visitors · Jan 2024–Aug 2025Bilingual caregiver keyword mapping, reviewed care guides, product and FAQ schema and faster mobile pages.Read case study →](https://shakalakaa.my/case-studies/ecommerce-seo-senior-care-malaysia)[LifnexAudio e-commerce · Urbanista and JVCWeb developmentShopify31 → 98mobile Lighthouse score · custom Shopify themeA custom Shopify theme: native Liquid in place of app scripts, product specifications rendered from metafields, and Core Web Vitals work on every template.Read case study →](https://shakalakaa.my/case-studies/shopify-theme-audio-ecommerce-malaysia)[AmazonasRestaurant and bar · The Exchange TRXSocial mediaVideo+215%monthly direct reservations · months 1–6Fortnightly photo and video shoots on location, 8–10 Reels and TikToks a month, a nightlife series and a bio link straight to reservations.Read case study →](https://shakalakaa.my/case-studies/fnb-social-media-malaysia)[Proven Wealth AdvisoryWealth advisory · trust and estate planningMeta AdsLanding page14 → 62booked consultations a month · month 1 to month 6Problem-aware video, a fast dedicated landing page, a multi-step quiz that qualifies on net worth, and self-serve booking with WhatsApp reminders.Read case study →](https://shakalakaa.my/case-studies/wealth-advisory-lead-funnel-malaysia)[Ruby CellSkincareMeta AdsVideoSocial media4.6×Meta return on ad spend · Q1–Q3 2024Studio video of the mist device in use, bilingual application demos, social media management and a three-stage Meta funnel with WhatsApp closes.Read case study →](https://shakalakaa.my/case-studies/meta-ads-skincare-ecommerce-malaysia)[VellGooodHealth and skincare · Natural OptionsMeta AdsShopee Ads4.1×monthly Shopee store GMV · month 1 to month 6Meta video and Collaborative Ads into the Shopee app, Shopee Search and Discovery ads with negative keywords, and bundle and voucher retention.Read case study →](https://shakalakaa.my/case-studies/marketplace-ads-health-supplements-malaysia)[CBCoreBody AsiaFitness studioKOL marketingCreator-handle ads4.7×first-time trial bookings · 6 months28 Klang Valley micro-KOLs, in-studio creator events and creator-handle ads, measured in trial bookings.Read case study →](https://shakalakaa.my/case-studies/fitness-studio-kol-marketing-malaysia)[KVKlang Valley aesthetic clinicAesthetic clinicMeta AdsWhatsApp−42%cost per booked consultation (RM 240 → RM 140)Non-compliant Meta Ads rebuilt into a KKM-compliant creative system, with WhatsApp tracking from ad to booked consultation.Read case study →](https://shakalakaa.my/case-studies/aesthetic-clinic-klang-valley)[KLKuala Lumpur dental clinicDental clinic · InvisalignGoogle Ads−43%cost per lead (RM 210 → RM 120)Broad-match waste cut with exact and phrase match, negative-keyword sculpting and treatment-specific landing pages.Read case study →](https://shakalakaa.my/case-studies/dental-clinic-kl-invisalign)[IDSelangor interior design firmInterior designMeta AdsLanding page−39%cost per qualified lead (RM 95 → RM 58)Boosted posts replaced with a tracked Meta funnel, a project-gallery landing page and a budget-qualification form.Read case study →](https://shakalakaa.my/case-studies/interior-design-selangor)[In C StudioCorporate gifting · 2023 snapshotMeta Ads45Father's Day conversations · Jun 2023Business-buyer targeting, click-to-message and lead forms, and seasonal Father's Day and mooncake campaigns.Read case study →](https://shakalakaa.my/case-studies/meta-ads-corporate-gifting-malaysia)[SYSurya YogaYoga studio · 2023 snapshotMeta Ads1,447people reached in a day · Jul 2023A click-to-message campaign for a studio promotion, checked and adjusted daily.Read case study →](https://shakalakaa.my/case-studies/meta-ads-yoga-studio-malaysia)[Ruby CellSkincare · 2023 snapshotMeta Ads22,719post engagements · Jul 2023Engagement, Malay-language video, lead-form and messaging campaigns, each with its own job.Read case study →](https://shakalakaa.my/case-studies/meta-ads-post-engagement-malaysia)[ZOGE Interior & BuildInterior design · 2023 snapshotMeta Ads+56%post engagements, Mar→Apr 2023Audience A/B testing, engagement and website-traffic campaigns, creative refreshes and monthly reports.Read case study →](https://shakalakaa.my/case-studies/meta-ads-interior-design-malaysia) [← All case studies](https://shakalakaa.my/case-studies)