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Transparent Growth Measurement (NPS)

Diagnostics and Pathology Lab Marketing Built on the Second Test, Not the Discount

No patient can tell whether one accredited lab reports more carefully than another, so the category ends up competing on price, offer and distance instead, and margin goes with it. That is also why cost per first booking tells you almost nothing: the same acquisition cost can buy a household that tests several times a year for years, or one that books once at 60% off and never returns at list price. upGrowth plans diagnostics acquisition against the two numbers that actually pay, which are tests per patient per year and contribution per collection route.

What Actually Decides Where a Sample Gets Collected

Nobody Compares Labs on the Report

Accuracy is the product and the buyer cannot see it. A household holding quotes from 2 accredited labs has no way to separate them on the thing that matters, so the decision falls to price, to distance and to whichever offer arrived that week. The category discounts itself towards zero margin while every lab in it insists quality is the differentiator.

Two Demand Types Share One Brand and One Budget

Prescribed volume converts on proximity, panel availability and report timing. Package volume converts on discount and takes weeks to decide. Run them through one funnel and the blended number hides the weaker one indefinitely, because the prescribed side keeps the average respectable while the package side is bought at a price nobody has modelled.

The Catchment Is a Phlebotomist Route, Not a Walk-In Radius

Once home collection carries real volume, geography stops being a circle around the building. Fasting samples compress into a narrow morning band, so the booking is decided by whether a slot exists at the hour a working adult can actually be at home, and the margin is decided by how many other homes sit on the same route. A single booking 9 km off route can cost more to serve than it bills, and no campaign report shows that.

Cost Per First Test Is Not a Measurement

A patient on long-term monitoring returns on a cadence their clinician sets and keeps returning for years, adding panels as treatment changes. A discount package buyer books once. Both may cost the same to acquire and one is worth several multiples of the other, so an acquisition cost quoted without a repeat rate beside it is just an average of 2 unrelated businesses.

How We Build Diagnostics Demand

This programme is organised around 2 things a lab already owns and rarely reports: the route a phlebotomist can genuinely serve inside the morning fasting window, and how many times a patient comes back in a year. Media follows those numbers rather than enquiry volume.

01Two Funnels, Two Budgets, Two Reports
Prescribed testing and self-directed packages get separate campaigns, separate landing paths, separate targets and separate reporting lines. Prescribed demand is served with proximity, panel availability, slot timing and turnaround. Package demand is served with what is included, what the preparation involves and what it costs. The moment they share a blended cost per booking, the cheaper number buries the better business.
02Home Collection Planned by Route and by Slot
We map bookable slot supply against the hours households actually want, cap paid delivery to pin codes a phlebotomist can reach inside the fasting window, and report contribution per route instead of cost per booking. What we do not run is city-wide package discounting on broad social reach, or volume bought through discount aggregators, because both anchor the household permanently to the offer price, push a large share of delivery outside serviceable routes, and leave the patient relationship sitting with the platform rather than the lab.
03Turnaround and Report Delivery Treated as the Product
What the patient experiences is a collection window, a wait, and a report that either arrives on time and legibly or does not. We publish turnaround by panel rather than one site-wide promise, and we rebuild the report-ready notification, which is the single message a lab sends that is opened almost every time, into the surface that carries the next booking, the related panel and the doctor’s copy.
04A Referring Clinician Programme With an Owner
For prescribed volume the panel and often the lab are chosen before the patient reaches you, so the clinic is the account rather than the audience. That programme is operational: pickup that arrives when it said it would, a report format the referring doctor can read at a glance, results routed back to the clinic and not only to the patient, and a named person to call when something is late. It moves more volume than creative does and it is almost never staffed.
05Radiology Planned Against Slot Utilisation
Imaging is a different business from pathology. The cost is capital equipment that depreciates whether or not the room is used, an unused scanner hour is unrecoverable, and demand arrives through orthopaedic, neurology and antenatal referral pipelines rather than through packages. We plan imaging against machine hours by modality and day part, with preparation instructions and insurance authorisation handled before the appointment rather than at the door.
06Repeat and Panel Expansion Instrumented From Day 1
Bookings are grouped into acquisition cohorts by month and by the discount they arrived on, then tracked for tests per patient across the following 12 months and for panels added over the same period. Labs hold every field this needs in the LIS and the billing system already. Without that table the lab is optimising a first transaction it has no basis for valuing.

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Two Demand Types, One Brand, Completely Different Economics

A prescribed panel and a full body checkup are sold under the same name and share almost nothing else. The prescribed test is decided in hours: someone leaves a consultation with a panel written on a pad and books the next morning fasting slot, and the choice is settled by which lab is close, which one has a slot at 7am, whether the panel runs in-house, and whether the report reaches the doctor before the follow-up. The self-directed package is decided over days or weeks, is triggered by a price drop or by someone in the family being diagnosed, and is bought largely on discount. We plan and report them as two businesses, because a blended cost per booking describes neither of them.

What We Run for Labs and Imaging Centres

Local Search Per Collection Centre

A page and a verified profile for every collection point and imaging centre, built around location, timings, home collection serviceability and price transparency.

Generative Engine Optimisation

Consistent entity, location, panel and price data so AI answers to nearest-lab, test-preparation and what-is-included questions name the correct centre.

Home Collection Demand and Slot Planning

Demand capped to serviceable routes and matched to slot supply in the fasting window, reported as contribution per route.

Referring Clinician Programmes

A named account layer across referring clinics and hospital OPDs covering pickup reliability, report routing back to the doctor, and a contact for escalation.

Radiology Appointment and Utilisation Media

Imaging demand planned against machine hours by modality and day part, with preparation and insurance authorisation handled before the appointment.

Cohort and Repeat Reporting

Cost per patient acquired against tests per patient per year, panel expansion by cohort, and contribution per collection route in place of cost per lead.

Read the healthcare growth series: 13 episodes on what breaks between an enquiry and an appointment ↗

Related Healthcare Specialties

Our Roster Of Thriving, Happy Clients

Constraints Specific to Diagnostics Marketing

You Cannot Tell a Reader What a Result Means

Lab marketing cannot interpret findings, suggest what a value indicates, or recommend which test someone should take. That is a clinical decision and it belongs to the treating doctor. This removes most of what lab content is usually written to do and leaves a narrower, more useful brief: preparation and fasting instructions, what a panel contains, what it costs, how long the report takes and how it arrives.

Accuracy Is Not a Comparative Claim

You cannot advertise that your reports are more accurate than another lab’s. Accreditation is a statement about defined scope and process rather than a marketing superlative, and your competitors hold it too. Credibility here has to be assembled from published operational fact: which panels run in-house and which are sent out, turnaround by test, sample handling, and who signs the report.

Ad Platforms Will Not Let You Build an Audience by Condition

Health status is a sensitive category, so customer lists, your own data segments and lookalikes built on a medical condition are unavailable, and remarketing from health-related pages is restricted. Targeting becomes geographic, intent-led and route-bound instead. Platform policy also changes without notice, so it is checked directly before each launch rather than assumed from the last campaign.

Discounting Is the Trap, Not the Tactic

A package discount is the only lever in diagnostics that moves volume inside a single month, which is exactly why it keeps getting pulled. Each round resets the price a household believes the test is worth, trains the next purchase to wait for the next offer, and caps the lifetime value of everyone acquired on it. It is the fastest thing you can do and the hardest thing to undo.

Why upGrowth for Diagnostics and Pathology Labs

Our healthcare work spans hospitals, clinics, home care and clinician brands, and includes go-to-market and growth strategy for Nadi Tarangini, a diagnostics business. What we bring to a lab or imaging network is a method built from its economics: a product the buyer cannot evaluate, a catchment measured in collection routes, and revenue that arrives on the second test rather than the first.

We Plan for the Second Test, Not the First

Acquisition is designed and reported against tests per patient per year, in cohorts, so the programme cannot be judged on a monthly booking cost that has no way to tell a long-term monitoring patient apart from a one-off deal buyer.

We Run the Two Demand Types as Two Businesses

Prescribed testing and self-directed packages get their own funnels, budgets and targets. A blended number lets the weaker one hide inside the stronger one for as long as anyone is willing to read averages, which in this category is usually several quarters.

We Build at Route and Centre Level

Every collection centre gets its own local search estate and verified listing, and home collection is planned in serviceable routes and slot supply rather than city-wide reach. For imaging the unit is the modality and the day part, because that is what the capital cost is attached to.

We Have Built Growth Strategy in Diagnostics

upGrowth built the go-to-market and growth strategy for Nadi Tarangini, a diagnostics business selling into a market where the buyer cannot evaluate the output directly and has to be given a reason to trust the process instead. That is the same commercial problem a pathology lab has.

The Metric, and the Lever That Beats It Every Month

The metric is cost per patient acquired measured against tests per patient per year, or contribution per collection route. It is never cost per lead. A lab can post its lowest cost per booking of the year in a quarter it spent buying discount package buyers who will not return at list price, because the bill for that decision arrives 2 quarters later as a repeat rate nobody is reporting.

Why this keeps happening is structural rather than analytical. Discounting is the only lever in diagnostics that moves volume inside a single reporting month, so it wins every internal argument against anything that pays back over a year. Cohort reporting is the counterweight: bookings grouped by acquisition month and by the offer they entered on, tracked for tests per patient over the next 12 months, sitting beside route-level contribution supplied by operations. That also has to be scoped for, because a 30-day reporting cycle cannot see a repeat business and will keep recommending the discount. Once the first cohort table exists the conversation changes without anyone arguing, since the cheapest acquisition month is usually the visibly worst one.

The mechanism is set out in Pain in the Chest, our field note on marketing a category the buyer cannot judge.

The operating detail sits in the multi-location healthcare playbook, a free PDF from our healthcare programme.

Testimonials

Sandeep Kumar

Managing Director at TG Developers & Baatu Technologies

I had the privilege of working with Amol during a crucial phase of our journey at Baatu and ParentCop. What stood out instantly was his ability to think in systems, not silos.

upGrowth becomes a true partner in both product engineering and growth strategy. They helped us bridge the gap between what we were building and how it needed to scale in the real world. From tightening our product logic, refining user flows, and setting up growth loops to running high-ROI experiments, they have fingerprints all over the foundation that make ParentCop what it is today.

Santhosh K.

Founder

It was a pleasure working with Amol and the team. I have got an understanding of the business model, future growth aspects, and roadmap to achieve business goals in detail. He was so calm and composed to explain things clearly and precisely. He is strong, experienced, and skilled in analyzing complex business processes and breaking them down into simple solutions. This growth marketing consultancy was very energetic during my consultation, so excited to listen to all the business concerns and evaluate them thoroughly. I would strongly recommend him for a Growth marketing consultation, social media, and performance marketing of BFSI or any other relevant business models.

Nikhil Khosla

Founder & Chief Executive at Freshly Meals

As a co-founder of Freshly Meals & other disruptive brands in our portfolio, I’ve had the opportunity to collaborate with Amol Ghemud during a crucial stage of our key brand’s growth journey. What stood out from day one was Amol’s strategic depth and his ability to quickly immerse himself in the nuances of our product, customer base, and market challenges.

Amol didn’t bring a cookie-cutter playbook. Instead, he built a custom strategy for us—deeply rooted in our vision of making clean, healthy eating accessible across the UAE. From refining our messaging to reengineering our ad funnel, he approached growth like a craftsman, with precision and insight.

One of his most valuable contributions was helping us move beyond transactional performance marketing into building a stronger brand narrative. His recommendations led to better storytelling across our ads, a more intuitive user experience, and ultimately, a stronger emotional connection with our audience.

Amol’s clarity of thought, speed of execution, and calm leadership made him an integral part of our extended team. He doesn’t just deliver results—he builds engines that continue to generate results long after implementation.

I would highly recommend Amol to any founder looking to scale sustainably while staying true to their brand values.

Nandita Khosla Sud

Co-Founder, Growing Healthy Food Brands Globally.

As one of the founders of Freshly Meals, I had the privilege of working closely with Amol Ghemud during a pivotal phase of our business. Amol came in not just as a growth consultant, but as a strategic partner who truly took ownership of our performance marketing and digital growth engines.

When Amol stepped in, we were struggling to scale efficiently on Facebook Ads and Google Ads. Within weeks, he revamped our entire ad account structure, optimized our messaging, and introduced performance-driven experimentation models. His growth approach was grounded in data, but executed with deep empathy for our customer behavior.

What impressed me most was Amol’s ability to align all growth levers—ads, landing pages, user flow, and retention hooks—into a seamless machine. He didn’t just focus on acquisition metrics, but looked at CAC, payback period, and LTV with a founder’s lens. Thanks to his involvement, our CAC dropped by over 30% and subscriber retention improved measurably within the first 60 days.

Beyond numbers, Amol is that rare professional who brings clarity, conviction, and creativity to every meeting. He challenges assumptions, simplifies complexity, and brings out the best in your product-market fit through intelligent growth loops.

If you’re looking for someone who can not only strategize but also execute growth at a high level—Amol is your person.

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Shreyas K R

Digital Marketing Manager at Digilabs LLP

I had the pleasure of working with Amol from upGrowth for an in-depth SEO audit of our website(www.commitbiz.com). His expertise in growth marketing and the team’s strategic approach to SEO auditing helped us identify and resolve key issues.

The detailed audit report provided a clear roadmap, addressing areas like site speed, mobile optimization, and structured data. Their insights into our keyword strategy and content structure were valuable, allowing us to refine our approach and drive better organic traffic.

What stood out most was the team’s ability to translate complex SEO concepts into actionable strategies. Their strategic planning ensured we could implement changes effectively in both technical SEO and on-page SEO.

I recommend Amol and his team at upGrowth to anyone looking for data-driven and results-oriented SEO strategy.

Aditya Thakare

Co-Founder at Tarkashastra

I highly recommend Amol and Team upGrowth for anything related to Online Presence of your Brand. As a growth marketer, Amol has consistently demonstrated an exceptional ability to drive growth through innovative strategies and data-driven decisions. Their expertise in strategic planning has been invaluable in crafting campaigns that deliver measurable results. Beyond just executing campaigns, Amol excels in coaching and consulting, empowering teams to optimize their digital marketing efforts effectively. Their dedication to continuous learning and staying ahead of industry trends is evident in the impressive outcomes they achieve. Any organization would benefit greatly from Amol’s expertise, passion, and commitment to excellence in digital marketing.

Aniket Kalode

Co-Founder at Tarkashastra Academy

I had the pleasure of working with Mr. Amol Ghemud, Co Founder upGrouwth, and I can confidently say that their expertise in growth marketing and strategic planning is unparalleled. Mr. Amol possesses an exceptional ability to drive business growth through innovative marketing strategies and meticulous planning. Their approach to growth marketing not only accelerated our market presence but also significantly enhanced our customer acquisition efforts.

In addition to their marketing prowess, Amol has proven to be an outstanding coach and consultant. His ability to mentor and guide teams through complex challenges has been instrumental in achieving our organizational goals. Amol and his team brings a unique blend of strategic vision and hands-on experience, making him an invaluable asset to any team or project.

Their commitment to excellence and their deep understanding of market dynamics make Amol a standout professional in their field. I highly recommend Mr. Amol Ghemud and his company upGrowth for any role that requires expertise in growth marketing, strategic planning, coaching, and consulting.

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Ayeshah A.

Founder of Dear Latte Lover

I highly recommend Amol and his team for their exceptional branding and marketing services. They have been instrumental in driving our business forward with their Go-To-Market Growth strategy and strategic planning for my D2C brand.

Their expertise in market analysis and consumer insights allowed us to craft a tailored approach that significantly increased our market presence. The execution of their strategies was well-planned and flawlessly implemented, showcasing their commitment to precision and excellence.

Throughout our partnership, the team at upGrowth.in has been collaborative, communicative, and highly responsive. Their innovative solutions and dedication to our success have made a substantial impact on our business growth.

If you are looking for a growth marketing and strategic consultation agency that combines strategic vision with impeccable execution, Amol and his team at upGrowth.in is the perfect choice. They are truly a standout partner in the industry.

Rupali Amin

Brand Marketing & Growth at Vance

I’ve worked with Amol when I was at Fi Money and very recently at Vance, where his expertise in fintech really stood out. His approach to growth through both – quick, creative experiments and programmatic SEO has significantly boosted our content’s reach and engagement. Apart from domain-specific knowledge, the team at upGrowth is proactive and deeply understands the balance between innovative and proven strategies. His ability to organize and his foresight have made navigating both daily challenges and strategic hurdles much smoother. His team’s commitment to rapid execution and staying on-brand is truly impressive. I would recommend working with Amol and his team (upGrowth) to anyone who’s trying to build organic traffic and aiming for significant long-term growth in a sustainable fashion.

Ulfath Joad

Content Strategist at Fi

I have worked extensively with Amol and his team on Organic Growth Strategy for a leading fintech brand. Kudos to his team for always being a step ahead of the curve and coming in with in-depth insights on what we’re doing right or wrong and what we need to do next. Amol’s knowledge of the SEO space, added to his execution skills, makes the perfect recipe for precise work, identifying and clearing blockers, and great foresight. An experienced growth marketing agency, upGrowth is readily available to take on challenges, get feedback, and problem-solve on the go! I’d highly recommend working with Amol and his team for a smooth SEO growth journey.

Dr. Suyog Dandekar

Founder

We wouldn’t have thought of this if it weren’t for upGrowth; we would have taken the traditional path. After two months of experience, we are confident that Modnaci will work; for the first time, an agency came prepared with many topics before the meeting. Unlike most calls, there was no need to ask about the agenda beforehand. The entire experience was beautiful and enjoyable. We are impressed with upGrowth’s patience and detailed explanations on every topic.

Arundathi Belur

Digital Marketing & Growth

Amol is an excellent growth leader. I’ve been working with him for the last two years, and he has consistently outperformed in delivering monthly growth targets. He leads and manages a team of young minds who are diligent, smart-working, and insight-driven. Amol stays calm during a crisis, enabling him to see and solve the issue for his clients. UG team has always been able to come up with a way to achieve results, and they never have no for an answer. Working with and learning from Amol is an excellent chance I am grateful to have gotten. If you are looking for a growth marketing agency, your search end here.

Ayushi Jha

Content Growth at Fi

Of all the consultancies that we evaluated, upGrowth stood out for their expansive technical knowledge, clarity in initiatives and being metric-obsessed. Working together has been insightful and seamless and I would recommend liaising with them to accelerate any kind of growth efforts!

Gautam S.T

Co-Founder at Gyanoholic International Pvt. Ltd.

“We have been working with Amol and his team at upGrowth for the past few months. I must say i have had a great experience working with a super passionate team and we see a great level of improvement in our marketing activities after we have started working with upGrowth. Amol has a great understanding of the space and brings tremendous value to the table.”

Kesavan Kanchi Kandadai

CEO of ishield.ai

“I worked with Amol and his team for marketing services. Amol is very logical, methodical and process driven in his approach to marketing. He looks at data and creates strategies based on data. He also invests time in genuinely understanding the customers’s business, their products and services and comes up with creative ideas that helps both the product and marketing. Its an absolute pleasure to work with Amol.”

Ram Gopalan

Executive Coach enabling Human Potential. Building Simply.Coach

Amol & the team have at upGrowth have been an integral part of the Simply.Coach journey. They have assisted us in all aspects of our growth strategy and have worked in the spirit of partnership. The team is responsive and is well qualified to deliver expected outcomes.

If you are looking for a team that goes beyond traditional digital marketing & works as a true growth partner, do speak to Amol.

Janhar Ramakrishnan

Entrepreneur

Amol is knowledgeable and resourceful. I am glad that we connected with Amol and his team at the right time. Our sales grew by 60% in our 3rd month we started working with them. We wish we connected with Amol much earlier. If you are finding your way around digital marketing, Amol is the person you should get in touch with.

Sujay Golan

VP Marketing

We are very satisfied with the services provided to us by upGrowth. They have immense lead generation capacity that benefitted our brand tremendously. We found the team to be passionate, dedicated, and hard-working in addition to being creative and technically sound. upGrowth majorly helped us in scaling our Google Ads initiatives while bringing down the CPL effectively.

Santosh Dawara

Senior Executive

The upGrowth team is brimming with ideas and energy, which they bring to life with flawless execution of their plans. We were thoroughly impressed by their on-time delivery and error-free execution that saved time and money on both ends. The team is highly responsive and kept us updated on every step of the process.

Rekha Jain

VP Marketing

We have been working with upGrowth for [close to a year] and have seen measurable growth in our website’s ranking and traffic. Their SEO services are totally transparent, so we exactly know what they are doing at each step. The team is also quite helpful and responsive whenever we reach out to them, handling the escalations professionally and immediately.

Sudhakar Pattabiraman

Head - Operations

upGrowth team is very organised, methodical and proactive in their work. While we are still working on the recommended suggestions, they were already thinking “what else and what next”. upGrowth always kept pushing us to get the best for our product and the whole team is reliable and extremely responsive.

Saurabh Gupta

VP Strategy

upGrowth helped us to get leads for our business from Day 0. Their strategic planning and detailed execution on SEO and PPC helped us to grow the business aggressively.

Lovneet Batra

Founder

Team upGrowth have great skills and profound expertise in advanced business solutions. upGrowth team helped us on business management automation and growth planning. I certainly would recommend upGrowth as a your company growth partner.

Lucas Merlo

Founder

In just one month Amol and his team has created a roadmap and go to market strategy for my new business. upGrowth has the ability to cut through the fog and quickly identify the most impactful tasks. upGrowth team can summon and manage skilled human and digital marketing resources needed to grow and expand the business.

Sancheti Bloom Min

Virendra Sancheti

Executive Director

The upGrowth team did an outstanding job bringing our brand to life online. They executed the project methodically and efficiently. We are very happy with the results upGrowth has delivered for our online branding exercise. I strongly recommend upGrowth if you are looking for a friendly and creative team to help you grow.

Manish Joshi

Founder

Team upGrowth was quick to adapt and learn about our domain educational toys and games, and able to devise a strategy with detailed action plan to improve our brand awareness, visibility, leads and conversion rate. Within a short period, they were able to help us scale our business on Amazon alongwith Facebook and Google business. If you want to grow your business exponentially in this highly competitive and digital world, upGrowth is the solution. Highly recommended.

Maya Jadhav

Vice President

We have been working with Amol and his team at upGrowth for the last few months, on our organic growth program, with the objectives of increasing organic and direct traffic to our website. Amol and his team are working with us on page and off page SEO for our web pages, ranking on targeted keywords, content strategy, technical SEO and CRO. We are extremely impressed with the technical competence, expertise, professionalism and responsiveness shown by Amol and the upGrowth team. We are very happy with Amol’s grasp and understanding of our requirements, his technical expertise and willingness to work with us on issues at every level — from strategic to tactical. They are a great team to work with!

Aniket Sengar

Director of Marketing Ops at Digbi Health

I’ve worked with Amol and upGrowth for almost a year in my Marketing Ops role with Digbi Health. I was surprised by how professional, focused and performance-oriented the entire team was. Their Ops teams continue to set realistic expectations on timelines, and potential outcomes of campaigns. Their content crew never misses deadlines and delivers quality content. Working with Amol has been a delight. He’s always interested in our business objectives, industry landscape, and audiences. He goes above & beyond the contract to recommend initiatives to improve sales, engagement, and rankings. He creates a comfortable space for discussions & ideation on calls. I would recommend upGrowth to a client, a colleague, or a vendor in a heartbeat.

Kiran Narasareddy

Founder

I’ve had the pleasure of working with Amol for Simply.Coach’s growth marketing, and his technical expertise and hands-on approach has been invaluable in helping take our organic and paid growth initiatives forward. I am particularly impressed by his contribution as a growth consultant, sharing recommendations from a holistic marketing & growth perspective. He takes the effort to share solutions that work for our business in particular, and his experience working with clients in different verticals helps bring a different perspective to the table.
Highly recommended!

Pranav Karnad

Content & Communications

At the time of writing this recommendation, I worked with Amol for close to a year. I’ve found Amol and his team at upGrowth to be everything one could hope for in an agency partner. The team, lead by Amol, is experimentative in their thinking, proactive, and data-driven, and has time and again struck a balance between first principled thinking and experience-backed thinking. Above all, the one value that I’ve come to appreciate the most about Amol and his team is their proactiveness which has saved me and my colleagues a lot of precious time. Amol is also very organised, and communicative and possesses foresight to help us navigate both the everyday challenges and the strategic ones alike.

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