Transforming Lab Access: Making Diagnostic Testing Easier, Cheaper, and More Profitable

Background

A national integrative and functional medicine network sought to improve how patients accessed diagnostic testing across its clinics.

Previously, patients typically:

• Used outside labs with little guidance

• Faced unpredictable insurance billing

• Paid high or unclear prices

The company wanted to make testing simpler, more affordable, and more consistent across all locations while creating a sustainable in-house revenue stream.

Challenge

The existing process had multiple pain points:

• Patient confusion: Insurance billing was opaque, with surprise costs and unclear steps.

• High costs: Insurance-billed rates were often higher than expected.

• Lost revenue: Many patients completed labs elsewhere, sending money outside the organization.

• Staff burden: Teams spent excessive time explaining orders and pricing.

The organization needed a unified, in-house solution that would work seamlessly across all clinics.

GET TO KNOW

The Client

Building a New Lab Experience

Program

A company-wide cash-pay lab program was developed to:

• Negotiate discount pricing with major labs

• Keep sample collection in-house to improve convenience and quality control

• Provide transparent, up-front pricing with no insurance surprises

• Standardize staff training and patient education to ensure clarity

Rollout

The rollout required collaboration across clinical, operations, and marketing:

• Negotiated special rates with major lab partners

• Built and launched branded collateral for patient education (both print and digital)

• Designed and deployed dedicated web pages outlining test options, pricing, and the ordering process

• Delivered standardized training materials and sessions for staff

• Updated internal systems for ordering, payment, and tracking

This comprehensive approach ensured every clinic delivered the same clear, streamlined experience.