Case Study: Bako Diagnostics

  Product Launches
  Lead Generation
  Brand Architecture
  Go-to-Market

Category: Healthcare / Pathology / Diagnostics

Role: Demand Generation & Integrated Marketing Manager (Full-time Hybrid)

1) Context

Bako Diagnostics is a regional medical diagnostics company serving pathology practices and physicians through four sibling brands, including the publicly named StrataDx and DermSTAT.

The portfolio launches diagnostic services and tests on a sustained cadence, requiring continuous demand generation and physician engagement.

2) Problem

The four brands operated under fragmented identities and disconnected funnels, producing weak inbound physician referrals and slow time-to-market for new launches.

When the pandemic hit in early 2020, the company needed to launch new COVID-19 testing services within compressed regulatory and operational timelines while sustaining the existing portfolio.

3) Approach

Led demand generation and integrated marketing across the four-brand portfolio. Unified the brands under a single parent identity to drive inbound physician referrals. Built a reusable content playbook that compressed launch cycle time by 50% and scaled across all four brands.

Engineered a Wrike-based operational workflow that cut creative production cycles by 50% and centralized approvals for Marketing Director and executive leadership review.

4) Results

  
    

+400%
Physician form submissions
−50%
Bounce rate
2x
Time on site
9 in 12
Service launches in twelve months, including three COVID-19 tests under pandemic timelines
−50%
Launch cycle time via the reusable content playbook
100+
Digital and print assets delivered across the portfolio
Top 3
Regional market share in diagnostic testing at peak COVID demand

  

Martech Stack

B2B Healthcare Demand Generation

Multi-Brand Campaign System

Unified four diagnostic brands under a single identity across video, web, print, and tradeshow — creating a reusable launch playbook that accelerated demand generation across the entire portfolio.
COVID Pivot: Rapid Launch

Standardized specimen collection across SARS-CoV-2 and Flu A/B testing — cutting submission errors, accelerating lab processing, and enabling BakoDx to scale COVID-19 testing volume fast enough to capture regional market share
Physician Lead Funnel

Rebuilt key pages on bakodx.com to reduce friction in physician and payer pathways — driving a 50% reduction in bounce rate, 2x time on site, and a 400% lift in form submissions that fed directly into sales pipeline.
Targeted Demand Gen

Broke through clinical sameness with A/B-tested category-specific creative that earned measurable engagement from podiatry audiences and drove qualified traffic into the resistance-testing conversion funnel.
New Revenue Line Launch

Anchored a cross-channel launch that moved podiatry clinicians from awareness to active orders — accelerating a new PCR revenue line and deepening BakoDx's share within that specialty.
Cross-Brand Content Library

Reduced specimen submission errors and accelerated physician workflow across four brands by building a system-wide Practice Essentials library — turning complex lab requirements into clear, compliant reference tools used at point of care.
Physician Adoption Enablement

Accelerated physician adoption across StrataDx's network by simplifying the point-of-care experience with compliant packaging and quick-reference inserts that reduced onboarding friction and increased testing volume.
Sales Enablement System

Launched DermSTAT with a unified sales collateral system across sister brands — clarifying the clinical value proposition, standardizing the visual identity, and giving reps the tools to accelerate physician adoption from day one.
Pipeline at Lockdown

Preserved pipeline during COVID-19 lockdowns by replacing canceled trade shows with a browser-based virtual booth — featuring education modules, live rep handoff, and integrated lead capture that continued generating qualified provider inquiries without interruption.
Multi-Brand Web Buildout

Extended the BakoDx demand generation playbook across sister-brand web properties — optimizing physician-facing UX and messaging to drive consistent inbound lead flow across the full diagnostic portfolio.