Sequenom Laboratories is a CAP-accredited and CLIA-certified molecular diagnostics laboratory, dedicated to the development and commercialization of laboratory-developed tests (LDTs) for prenatal diseases and conditions.


The Challenge:

The challenge was for Sequenom to reach the estimated 700,000 pregnant women who needed a non-invasive prenatal test (NIPT). Competition was growing aggressively and their existing online presence consisted of a neglected paid media campaign and minimal external organic search (SEO) effort.

The Solution:

A paid search strategy that implemented match-type configuration and bid optimization. We were able to expand the “net” of active keywords by 300% while eliminating underperforming keywords and also activated paid ads on Social Media channels. During that progression of Paid Media, we turned to the heavy lifting of Organic Search (SEO), primarily through an external content marketing approach focused on strategic publishers.

The Results:

Within the first 6 months, we reduced AdWords spend by 62.3% while concurrently increasing traffic from that channel. Our Paid Media efforts over 12 months resulted in total impressions increasing 1,000%, clicks up 1,500%, and cost per download down 74%. In 10 months, we ushered in a 229% increase in Unbranded Organic Keywords.


Increase in Number of Keyword Rankings


Increase in Organic Traffic


Increase in Non-Branded Organic Traffic