Go-to-Market (GTM) Strategy for a Diagnostic Center
- Raj Sehgal
- Aug 1
- 4 min read
Updated: Sep 4
Launching a diagnostic center or pathology laboratory involves more than just investing in high-end analysers and hiring trained technicians. Success hinges on how effectively you enter the market, attract customers, and scale sustainably. That’s where a robust Go-to-Market (GTM) strategy comes into play. Whether you’re launching a new diagnostic lab, expanding to a new city, or introducing a specialised test menu, your GTM plan serves as your roadmap for execution.
What Is a Go-to-Market (GTM) Strategy?
A GTM strategy is a structured plan that outlines how a business will engage customers, deliver its services, and gain a competitive edge. For diagnostic centers, this includes:
Defining your target audience
Understanding local market needs
Positioning your services
Setting the right pricing
Choosing the right mix of marketing and sales channels
Building strong doctor and corporate relationships
Step-by-Step Go-to-Market (GTM) Strategy for a Diagnostic Center
1. Understand the Market Landscape
Before jumping into marketing or hiring a sales team, conduct a local market scan. Identify population density, local clinics, corporate parks, and residential clusters. Assess competitors—what tests do they offer, what is their turnaround time (TAT), what are their pricing strategies, and what are their unique selling propositions (USPs)? Identify gaps: Is home collection unavailable in nearby areas? Are wellness packages overpriced?
For example, a diagnostic startup in Lucknow identified that Tier-2 colonies had poor access to diabetes screening. By offering Sunday morning home collection and a doctor callback, they instantly tapped into an underserved segment.
2. Define Your Target Segments
For a diagnostic laboratory, the key customer segments typically include:
Retail patients (walk-ins and online appointments/home collections)
Referring doctors
Hospitals or polyclinics
Small labs
Corporates
Government tenders or insurance-linked testing
Prioritise segments based on your capacity, brand position, and resources. A high-end pathology lab with molecular testing may target oncologists and fertility clinics, while a mid-level lab may focus on routine wellness panels and diabetic screening.
3. Unique Value Proposition (Or USP)
What will make patients or doctors choose you over a dozen other labs? Create your Unique Value Proposition around:
Faster report delivery (e.g., 4-hour TAT for CBC, RBS, LFT)
NABL accreditation or quality assurance
Specialist panels (e.g., Allergy, Autoimmune, Genetic Testing)
Personalised follow-ups by doctors
Transparent pricing or no hidden charges
Print your USP on every lab flyer, website page, and corporate brochure.
4. Sales and Distribution Channels
A. B2C: Direct to Patient
Google Business Profile: Ensure it's active, verified, and optimised with photos, offers, and reviews.
Online booking via your website or aggregator platforms.
Home collection services with user-friendly time slots and SMS reminders.
B. B2B: Doctor & Corporate Relations
Assign a dedicated relationship manager per area/geography.
Offer monthly reports and dashboards to doctors and corporate partners for transparency, downloading reports, and better engagement.
Run on-site camps for companies, IT parks, industries, and schools.
Create corporate wellness packages and have the flexibility to create customised options.
5. Pricing Strategy
Pricing isn’t just about being cheaper—it’s about being valuable.
Package pricing: Premium tests (like Vitamin D, Thyroid, Hormones) can be bundled into attractive packages.
Always compare with competitors but factor in your TAT, service level, and reach.
Offer seasonal health packages (e.g., Monsoon Fever Panel, Winter Immunity Check).
Use limited-period packages to create urgency—like “Heart Health at ₹999 this World Heart Day!”
6. Marketing and Brand Visibility
Digital Marketing:
Run local ads on Google for keywords like “HbA1C test near me” or “Full body checkup + location.”
Use Instagram Reels and WhatsApp marketing to showcase your services, lab, staff, and testimonials.
Partner with local influencers or doctors for reels, podcasts, and live Q&A sessions.
Offline Activities:
Health camps in apartments, jogging parks, and gyms.
Pamphlet drops with introductory offers (target newspaper inserts or pharmacy bags).
Tie up with general physicians, gynaecologists, and pediatricians.
You may add a QR code for booking, contact number, and working hours on print material.
7. Technology and Patient Experience
Invest in:
LIMS (Lab Information Management System) to streamline samples, registrations, and reports.
SMS and WhatsApp updates for every patient touchpoint.
A review collection system linked to Google.
One of our clients, a pathology lab in Gurgaon, started sending WhatsApp reports within 6 hours and included a helpline for report queries. This initiative increased their patient satisfaction scores and revenue.
GTM Is Not One-Time—It’s a Discipline
Your GTM plan should evolve over time. Re-evaluate every three months:
Which channel is bringing in the most patients?
Are home collection and doctor referrals increasing?
Which health packages are working, and which need rebranding?
A diagnostic center’s success lies in balancing service quality, accessibility, and brand recall. A well-executed Go-to-Market (GTM) Strategy for a Diagnostic Center not only fills your lab with samples but also builds a loyal base that keeps coming back.
Want Help Crafting a GTM for Your Lab?
At Gratitude Healthcare, we specialise in helping diagnostic businesses like yours to plan, launch, and scale effectively—from sales team training and corporate strategy to digital marketing and doctor engagement.
Write to us if you’d like a customised Go-to-Market blueprint or consulting support for your laboratory business.
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