With acquisition costs in triple digits and a material share of subscribers cancelling before their second test, direct-to-consumer diagnostics providers are being forced to rethink where lifetime value actually comes from.
This whitepaper explores:
Why the stall is a discontinuity problem, not a marketing one
Six market moves in the last twenty months: labs adding wearables, wearables adding labs
What a laboratory value and a wearable signal actually measure, and why the clinical value sits in reading them together
A cohort model you can run against your own churn and acquisition numbers
Built on the public market record of the past twenty months, three worked clinical cases and fifty referenced sources, Between Two Tests is written for founders, product leads and clinical leads at D2C diagnostics providers.
Discover their unique perspectives, expert insights, and real-world experience, driving solutions that make healthcare smarter, more efficient, and truly sustainable.
Friedrich is Co-founder and CEO of Thryve, Europe's health data infrastructure layer. He leads the work of turning data from more than 500 wearables into one production-grade signal, now running behind Techniker Krankenkasse's Mental Health Score and the obesity DiGA zanadio.
Isam is Advisor, Product Strategist and Fractional CTO at xhill Consulting and mentors founders at the German Accelerator. A biotechnologist with a PhD in computational biology, he founded Baze Labs and has over twelve years in D2C diagnostics.
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