Strategies to integrate DNA testing in your practice
Strategies To Integrate DNA Testing In Your Practice
You’re excited to introduce DNA testing into your practice, but you’re not sure where to start. No worries - we got you covered!
In this article, you'll find strategies on how you can start integrating genetic testing into your practice with practical examples. We tried our best to make the examples generic so that they could apply across most disciplines, although in some cases it was hard to do so. So please try to apply the below examples to the niche you service and envision how they could be applicable to your practice.
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1. Pair DNA tests with one-on-one consultation services
By combining a DNA test with consultation services, you can create tiered pricing plans that allow your potential clients to work with you with less upfront investment - this can also make it easier to convert leads into new clients!
For instance, an entry-level package allows clients to subscribe to your services at a lower price point, giving you the time to establish trust while laying the foundation for future upselling opportunities.
EXAMPLE A
DNA Wellness Kickstarter Program
Package breakdown:
- A SelfDecode DNA test
- A one-hour consultation to review their results
What your clients pay: ~482 to $644.50
Time & costs to consider for pricing:
- Prep time for the consultation (approx. 15 mins)
- A 60 minute consultation
- The cost of a DNA test for $357 + shipping (Your client will pay for the DNA kit and shipping on their own. Shipping varies depending on their location. See shipping costs here.)
Your profit breakdown (This will vary based on what your hourly rate is and where your client is located. This was calculated with hourly rates ranging from $100/hr to $230/hr, not including shipping costs):
- Prep time for the consultation (approx. 15 mins) = $25.00 to $57.50
- A 60 minute consultation = $100 to $230
- You will receive a 25% commission on the sale of the kit, which is $89.
Your Potential Profit: ~ $214 to $376.50
Why this works: This is a low-commitment plan for the client with minimal hands-on time for you to manage their account.
Does this plan suit your practice needs? This example is suited for health practitioners who are just starting their practice and are looking for a quick way to start offering their services. It also works well for seasoned practitioners who are seeking ways to funnel new clients into an existing higher-priced program.
Upsell opportunities:
- Suggest more lab testing as a follow-up
- Offer 1:1 follow-up sessions with a higher frequency that instill accountability + habit changes + motivation
- Enroll them in a longer-term group coaching program
EXAMPLE B
DNA Wellness Total Reset Program
Package breakdown:
- A SelfDecode DNA test
- A personalized action plan created and delivered on SelfDecode (complete with diet, supplement, and lifestyle recommendations)
- A one-hour consultation to review the results
- Three 45-minute follow-up sessions
What your clients pay: ~ $832 to $1,449.50
Time & costs to consider for pricing:
- Creating the personalized care plan (approx. 30 mins *expected treatment planning time is often shorter for practitioners because personalized recommendations are pre-determined and readily accessible on SelfDecode Pro.)
- Prep time for the initial consult (approx. 15 mins)
- A 60 minute consultation
- Prep time for each follow-up session x 3 (approx. 15 mins)
- A 45 minute follow-up session x 3
- The cost of a DNA test for $357 + shipping (Your client will pay for the DNA kit and shipping on their own. Shipping varies depending on their location. See shipping costs here.)
Your profit breakdown (This will vary based on what your hourly rate is and where your client is located. This was calculated with hourly rates ranging from $100/hr to $230/hr, not including shipping costs):
- Creating the personalized care plan (approx. 30 mins *expected treatment planning time is often shorter for practitioners because personalized recommendations are pre-determined and readily accessible on SelfDecode Pro.) = $50 to $115
- Prep time for the initial consult (approx. 15 mins) = $25.00 to $57.50
- A 60 minute consultation = $100 to $230
- Prep time for each follow-up session x 3 (approx. 15 mins) = $75 to $172.50
- A 45 minute follow-up session x 3 = $225 to $517.50
- You will receive a 25% commission on the sale of the kit, which is $89.
Your Potential Profit: $564 to $1,181.50
Why this works: This is a higher price-point plan that allows you to offer a more comprehensive protocol with ongoing support. In this program, you will monitor progress and refine interventions based on your client’s evolving needs over the succeeding weeks in the follow-up sessions.
Does this plan suit your practice needs? This example is suited for health practitioners who are just starting their practice and are looking for a quick way to start offering their services with tiered pricing options. This may also work for seasoned practitioners who have an established clientele if they can take on clients that require higher touch points along the way.
2. Include DNA testing as part of an existing wellness package
Consider incorporating DNA testing as an additional layer of personalized care within your existing wellness packages. Market it as an unparalleled opportunity to delve deeper into your clients’ genetic makeup, enabling you to tailor your treatments even further.
No matter the designation or niche you are in, this strategy can be applied across all types of functional practitioners. If you already have an existing wellness package that your clients love, simply add DNA testing to your current package(s).
EXAMPLE
Sandra currently offers a Hormone Wellness Program that includes foundational lab testing such as Metabolic testing and Hormone Testing in addition to dietary and lifestyle assessments that helps her create personalized treatment plans to restore hormonal balance over a 3 month period.
To elevate her practice with an additional element of personalization to her practice, she decides to include genetic testing in the repertoire of foundational lab tests her clients must complete before enrolling in the Hormone Wellness Program.
Pricing: The program price would vary depending on the price of her existing program.
*Consider the added cost of the kit $357 and shipping costs for the client + the time to interpret the genetic results + the overall added value genetic testing will bring to the treatment plan.
Why this works: Not only will this differentiate you from other practitioners who do not currently offer genetic testing, but it also gives you an opportunity to increase the value and price of your existing package which would bring in higher revenue per package sold.
What type of practitioner is this for? This example is suited for practitioners that have an established clientele and are already offering a tried and tested wellness plan to clients.
3. Offer DNA testing as an add-on to all of your existing services
Expand the reach of your existing services by offering DNA testing as an add-on. This strategy allows your patients to take advantage of genetic insights without disrupting the care they already receive from you.
You can propose DNA testing as an adjunct to your current wellness assessments or diagnostic procedures. This approach offers a unique opportunity to deepen your understanding of your patient's health and provides a solid foundation for targeted interventions.
EXAMPLE
Michael is a functional medicine doctor who offers a myriad of modalities in his practice such as functional lab testing, acupuncture, IV nutrition infusions, and nutritional counseling. His approach with clients is individualized starting with an intake form. From then on, he decides what type of testing and treatment tools would best suit his clients.
Genetic testing is now added to his existing roster of tools used.
Pricing: Consider the added cost of the kit ($357) and shipping costs for the client + the time to interpret the genetic results + the overall added value genetic testing will bring to the treatment plan.
Why this works: It’s an easy and simple way to increase the value of your services, bringing your treatment plan to another level of personalization without much work.
What type of practitioner is this for? This example is great for practitioners who might not have the time to make big changes to their existing offerings yet, but would like to swiftly add genetic testing as a personalization tool to their practice.
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