B2B to DTC Brand Strategy Odyssey

The Challenge

Fore Genomics was pivoting from enterprise lab services to a direct-to-parent DNA kit, asking families to share their child’s genome with a brand they’d never heard of. The legacy site looked clinical, the value proposition was hazy, and the funnel leaked badly (97k sessions yet only 87 carts, 0.09% add-to-cart). High-income parents needed rock-solid reassurance on privacy and usefulness before they would even begin the checkout process.

The Solution

• Empathy-first brand system: 17-page “Caregiver” guidelines—tone, palette (Shadow Green + Dodger Blue), and modular periodic-table design blocks—built to signal warmth and scientific authority.

• Premium DTC experience: Live concierge chat and hand-processed orders.

• Transparent, tiered pricing: Revamped pricing strategy to tailor to parents' specific needs.

• Creative-test factory: 100+ ad variations across four emotional angles; budget auto-shifted every 48h to winning creatives.

• Growth capital: Secured a six-figure co-marketing investment from a global reference lab to fund paid media.

The Result

• Acquisition efficiency: Creative sprint cut cost-per-lead by 46%; top ad hit 5.3 % CTR.

• Funnel lift: Site relaunch raised checkout-start rate from 1.2 % → 3.9 % and reduced mobile bounce by ~42%

• Faster decisions: Inquiry-to-purchase shrank from 8 days to 36 h

• Trust confirmed: 93 % of surveyed buyers rated data-security messaging “very clear,” and 74 % cited the compassionate tone as the reason they felt comfortable ordering.

• Runway funded: Six-figure lab partnership fully covered year-one paid acquisition, giving Fore Genomics a default-alive growth engine.