Direct-to-Customer Wellness | A Webinar on the Growing Need for Personalized Healthcare

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1 www.bisresearch.com
DTC WELLNESS : A STEPPING STONE TOWARDS HEALTHCARE
Direct-to-Consumer
Wellness- A
Steppingstone
Towards Healthcare
Webinar April 2023

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Speakers
Caroline Morgan
Senior Director at Abbott
Revti Bhaskar
Senior Research
Analyst
BIS Research Inc.
Prateeksha Singh
Lead Analyst
BIS Research Inc.

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 Overall Market Analysis of Direct-to-
Consumer Wellness Market and Future
Evaluation
 Major Factors Driving and Hindering the
Growth of the Direct-to-Consumer Wellness
Market
 Direct-to-Consumer Wellness Market Growth
 Major Players in the Direct-to-Consumer
Wellness Ecosystem
 Strategic Initiatives Driving the Direct-to-
Consumer Wellness Trend
 Policy implications in Direct-to-Consumer
Wellness Market
 Q&A Session
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Agenda

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What is Direct-
to-Consumer
Wellness?

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DTC Wellness is also defined as –
 Direct-to-consumer wellness includes testing help customers to deliver a
custom solution based on their test requirements.
 These tests generally request the consumer to collect a specimen, such as
blood, saliva, or urine and send it to the company for testing and analysis.
 In recent years, several companies have started selling wellness tests via
online channels and over-the-counter.
 Overall, these tests are supposed to guide the user towards more informed
decisions about lifestyle choices.
 Various types of testing that are carried out by companies in the U.S. are
general wellness testing, micronutrient testing such as vitamin supplements
testing, nutritional health testing, women’s health testing, etc.
Direct-to-consumer wellness is a growing industry that can address unmet patient needs by directly
engaging patients.
What is Direct-to-Consumer Wellness??

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Factors Accelerating
Direct-to-Consumer
Wellness Market?

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Factors Propelling the Demand for Direct-to-Consumer Wellness
The pandemic has been a key catalyst in the growing demand
Rising Awareness and
Advantages of DTC Wellness
Testing
Increasing Demand for
Transparency in Wellness
Testing Performance
Changing consumer buying
behavior patterns and positive
attitudes towards the reliability of
Wellness Testing
Emerging Market Players
Catering to DTC Concept in
COVID-19

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Factors Hindering
Direct-to-Consumer
Wellness Market?

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Hindering Factors of Direct-to-Consumer Wellness Market
Controlled DTC Wellness
Testing
Stringent Regulation in U.S.
for DTC Wellness Market
Data Privacy Concerns Related to
DTC Wellness

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Regional Market
Landscape of U.S.
DTC Wellness

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Regional Market Landscape
Current market adoption rates across countries indicate a high-growth market
2023
The Southern U.S.
The Midwest U.S.
The Mid-Atlantic U.S.
The West U.S.
The South West U.S.
The New England U.S.
CAGR (2021-2032): 18.86%
27.53%
21.19%
18.09%
17.36%
10.50%
5.33%
2021
The Southern U.S. The Midwest U.S. The Mid-Atlantic U.S.
The West U.S. The South West U.S. The New England U.S.
28.78%
17.87%
17.56%
20.98%
9.99%
4.82%
2032

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Leading Market
Players of Direct-to-
Consumer Wellness
Market?

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Leading Players in the Market
Several emerging market players set to intensify competition in the future
Tier III Players
Tier II Players
Tier I Players
Market Shares > 11%
Market Shares in the Range
of 4%-11%
Market Shares < 4% Emerging
Players

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Expansions in Direct-to-Consumer Wellness
Significant Expansion took place in the DTC Wellness Industry in 2022…………
Company Date Expansion
Viome Life Science, Inc. October, 2022
Viome Life Sciences, Inc. expanded its at home test and wellness product for $67 million to expand DTC
pipeline of at-home tests and wellness products. The funding was led by Bold Capital Group and raised more
than $150 million.
Kindbody February, 2022
Kindbody expanded its DTC product line with ‘Kind at Home’, a new line of consumer products starting with
fertility tests for men and women both.
Quest Diagnostics February, 2022
Quest Diagnostics and Walmart expanded its business with more than 50 laboratory tests offered online.
Walmart also offered healthcare lab testing services over its website and expanded partnership with Quest
Diagnostics
Cue. March, 2022
Cue Health expanded its flagship Cue Reader instrument, as well as for market growth in both the US and
internationally. Company offers Cue Health Monitoring System, that includes the Cue Reader and COVID-19
test kit and can be used at home and as a Point-of-Care (POC) test.
Laboratory Corporation of
America Holdings
May, 2022
Laboratory Corporation of American Holdings Inc. expanded its DTC business and received EUA authorization
for its products i.e. at-home collection kit for testing hemoglobin A1c (HbA1c) and OTC multiplex respiratory
virus test.
Source: BIS Research Analysis

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What is the Impact
of COVID-19 on the
DTC Wellness
Ecosystem?

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Future Prospects of DTC Wellness during COVID-19
COVID-19 diagnostic and serological tests are expected to be increasingly
available on an at-home and consumer-initiated basis
Impact on Market Players
• Market players involved in DTC wellness testing have been at the forefront of
providing DTC wellness testing and services.
• By August 2020, there were a dozen companies, such as Everlywell, Inc., Quest
Diagnostics, LetsGetChecked, and Laboratory Corporation of America Holdings,
which offered authorized at-home COVID-19 diagnostic tests
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Impact on Market Growth
• The majority of wellness testing took place in healthcare settings in the U.S.
during the COVID-19 pandemic.
• The DTC wellness testing market emerged quickly with companies marketing
at-home tests with the approval of U.S. FDA approval.
DTC Wellness: Beyond COVID-19 Impact

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What are the
Initiatives
Undertaken to drive
the DTC Wellness
Market?

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DTC Wellness: Strategic Initiatives Driving the Trend
Quest Diagnostics, and
Everlywell, Inc. have
dedicated their efforts
to developing reliable
consumer facing
wellness testing
services
Increase in the
number of DTC
wellness testing
companies offering
blood-based test kits,
companies involved in
at-home testing kits
United States
Healthcare industry is
growing and expanding
its outreach by moving
towards precision care
The U.S. FDA stated
its unambiguous
support for at-home
COVID-19 testing
during the pandemic

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DTC Wellness: Policy Implications
Regulatory
Scenario 1
• Regulations are at both federal
and state levels and is primarily
authorized by two federal
agencies, namely, the Food and
Drug Administration (FDA) and the
Centers for Medicare and
Medicaid Services (CMS).
• According to the data from
American Association for Clinical
Chemistry (AACC) in 2019, the
District of Columbia and 37 states
permitted consumers could order
some or all of their laboratory tests
directly without the participation of
a physician.
Role of
AACC 2
• Recommends that CMS
guarantees all direct-to-consumer
testing facilities are CLIA-certified.
• Encourages the U.S. FDA and
CMS to make sure DTC service
providers disclose enough
information about their services
and products so that customers
can be fully informed of their
health decisions
• Supports Federal Trade
Commission (FTC) enforcement
against DTC service providers
• participating in misleading or false
marketing practices
Role of U.S.
FDA 3
• The U.S. FDA regulations require
that laboratory testing be
performed by well-trained,
educated, and experienced
laboratory professionals. These
requirements help ensure that
wellness testing provided to
consumers in the U.S. is of high
quality and provides valuable
information to patients and
clinicians

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In Conclusion
The DTC wellness market is expected to grow significantly over
the forecast period owing to changes in the regulatory
framework, ongoing advancements in the field of
nutrigenomics, increased market penetration of the market
players into the untapped markets, growing focus on
microbiomes, and increasing need for personalized treatments.
The DTC wellness market is growing every year. It is
transforming public health, especially the youth and adult
population aged 65 years and above, by revolutionizing easy
treatment approaches and prevention methods against
chronic diseases and cancers in the U.S..

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Direct-to-Consumer Wellness- A Steppingstone Towards Healthcare
Speaker Contact Information
Caroline Morgan
Reach out to her at: caroline.morgan2020@gmail.com

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Related Reports from BIS Research
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Published: 2022
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