Who MediTests Is
MediTests is an Australian company built on a straightforward idea. Blood work should be one of the most ordinary things you can do for yourself, and getting it should be simple. The platform lets anyone in Australia choose the blood tests they want, pay online, and have a pathology request form emailed to them straight away. From there it is a walk into a collection centre and a result in a day or two.
The catalogue runs to more than 300 individual biomarkers and over 150 ready-made panels, covering full body health checks, hormones, thyroid, men's health, women's health, heart and cardiovascular markers, TRT monitoring, sports and body building panels, STI checks and at-home test kits. Collection is handled through NATA-accredited pathology partners with more than 3,300 collection centres across Australia, so the service is genuinely national rather than capital-city only. Every result comes back as an original lab report from a NATA-accredited laboratory.
Alongside the consumer platform, MediTests works with businesses and practitioners, supplying workplace health checks and practitioner-ordered pathology. More than 10,000 Australians have now used the service, and it holds a 5.0 rating from over 50 verified reviews. The positioning underneath all of it is one line: making blood work normal. Something you do for yourself, on your own terms, and nobody else's business.
How Self-Request Blood Testing Works
Under a self-request model the patient initiates the test and pays for it directly. One price covers the request form, the testing and the results, with no hidden fees and no gaps to settle afterwards. The request form lands in your inbox on payment, partner centres take walk-ins without an appointment, and results are returned privately by email to the person who paid for them. They are not added to My Health Record.
For a lot of people that privacy is the entire reason they finally test, and it is the part of the proposition we found consistently did the heaviest lifting in market. The second is control. You are choosing the markers yourself, from hundreds of options, rather than working from a list someone else has drawn up.
How It Works, in Three Steps
- Choose your blood test. Pick from 150+ ready-made panels or build your own from 300+ individual biomarkers, starting at $20. Your pathology form is emailed to you instantly.
- Visit a collection centre. Take your form to any of the 3,300+ partner collection centres across Australia. No appointment, just walk in.
- Receive your results in 24 to 48 hours. Sent privately to your email, with an optional doctor phone consult if you want one.
What Australians Test For
The demand is broader than most people expect. Full body health checks and popular panels do the volume, but the categories that grew fastest were the ones where people already had a specific question they wanted answered and no easy way to answer it. Hormones and thyroid. Iron and nutrient levels ahead of a training block. ApoB and Lp(a) for people who had read enough about cardiovascular risk to want the numbers. TRT monitoring. Discreet STI testing. At-home kits for people who would rather collect their own sample.
That range is why the build-your-own tool matters so much commercially. A fixed catalogue of panels serves the average customer. A builder serves the specific one, and the specific ones are the customers who come back.
The Marketing Challenge
MediTests came to market as a brand-new company in a category most Australians did not know existed. That is a harder problem than it sounds. There was no meaningful search volume to capture, because people do not search for a service they have never heard of. Nobody wakes up looking for self-request pathology. They wake up wondering why they are tired, and the idea that they could simply go and measure it is not yet in their heads.
On top of that, healthcare is a regulated category. Every claim has to hold up, the tone cannot drift into fear or hype, and there is no shortcut through exaggeration. So the work had two jobs at once: teach a country that a new option exists, and do it in language a clinician would sign off on.
What We Did
We built the growth engine end to end rather than bolting channels on one at a time.
- Meta Ads to create demand. Relatable creative in plain language, real people in real situations rather than lab coats, doing the work of explaining a service people had not encountered before and giving them a reason to care about it now.
- Google Ads to capture it. Once awareness existed, search picked up the intent the moment it appeared, across brand, category and specific test terms.
- Cleaner landing pages. A catalogue of 300+ biomarkers is a strength on the shelf and a problem at the point of decision. We rebuilt the pages so the offer is obvious inside a few seconds and the path from category to checkout is short.
- A strategy that made commercial sense. Channels chosen to work together, spend matched to where the return actually was, and a clear view of what each part of the funnel was responsible for.
The Result
Thousands of Australians now use MediTests to take their own bloods, from hormone and thyroid testing all the way through to general health checks and comprehensive blood testing. MediTests is now one of Australia's most recognised names in self-request pathology, with national collection coverage across every state and territory, and a brand that people recognise as the answer to a question they did not previously know they were allowed to ask.
"I wasn't aware that a service like this existed. It's amazing!"
Laura B., MediTests customer
Why This Matters for Healthcare Brands
The MediTests build is the clearest example we have of a pattern we see across healthcare. The hardest growth problems are rarely a media buying problem. They are a comprehension problem. When a business genuinely offers something new, the marketing has to teach before it can sell, and the teaching has to survive regulatory scrutiny. Get that right and the paid channels stop feeling expensive, because you are no longer paying to interrupt people. You are paying to reach the ones who have just worked out that the thing exists.