How DMT Built a High-Performing Outbound Lead Generation Channel for Biovision Diagnostics

Biovision Diagnostics is a certified medical laboratory committed to advancing precision medicine through accurate and reliable diagnostic solutions. Their testing portfolio includes swab-based diagnostics for RPPs, gastrointestinal disorders, STIs, PGXs, and other specialized conditions. Biovision serves a diverse customer base including hospitals, correctional facilities, pharmacies, non-profits, and more.

Transitioning from Door-to-Door, Referrals, and Networking to Scalable B2B Outreach

Biovision approached DMT Business Development with a rising demand for lead generation: to evolve from labor-intensive, door-to-door marketing into a scalable, automated outbound lead generation model. Their existing approach was resource-heavy, geographically limited, and unable to support aggressive growth goals across broader markets, and to find customers beyond Illinois.

DMT team developed a scalable outreach strategy to cover all the target verticals, taking into account the nature of the medical and healthcare value proposition we were trying to convert. This included a couple of blocks we had to cover in order to get sufficient results out of the lead generation strategy:

1. Multi-Channel Outreach and A/B test approach

We implemented a strategic mix of cold email, LinkedIn outreach, and phone campaigns to increase engagement rates across various decision-maker profiles. Each channel was A/B tested and optimized based on key metrics like open rate, response rate, and conversion-to-appointment.

This allowed us to define which messaging was more appealing for the prospects and what channels perform best for each of the verticals - so we could double down on what works the best while cutting the underperforming channels and approaches.

For example, while targeting non-profits, the DMT team experimented with different messaging angles to increase engagement. One approach was a “fake-forward” campaign—an email crafted to appear as if it had been forwarded from a manager, requesting direct outreach to the prospect. This style stood out from the usual cold emails and helped capture attention more effectively.

Another approach was a “referral campaign,” where the message referenced a colleague of the prospect—both in the subject line and email body—and adopted a more conversational tone. Instead of pushing for a discovery call, we asked, “Who’s the best person to speak to about testing solutions for {company}?”

The referral-style email significantly outperformed the fake-forward in terms of response rate and conversation starters. As a result, we focused on scaling this campaign across similar segments to drive more qualified conversions.

2. Precision Targeting for the Lead Reseach Part

For hyper-local targeting, we combined multiple data sources, including Google Maps, local business directories, and AI data enrichment tools, to compile precise prospect lists. This helped us maintain accuracy and relevance—especially crucial for Biovision’s services that were only applicable in specific U.S. states.

3. Segmented Campaign Strategy

In addition to running A/B tests and experimenting with different outreach approaches across all channels, we also implemented segmented outreach tailored to each vertical and role type. This allowed us to craft more relevant messaging and align our value propositions with the specific pain points each audience was likely experiencing. A couple of key segments we focused on included:

• Campaign “ShelterSecure”: Focused on homeless shelters and nursing homes offering free testing through Medicaid.
• Campaign “ConciergeCare”: Targeted high-net-worth concierge medical providers looking to expand their testing capabilities.
• Campaign “WellnessWave”: Engaged health and wellness eCommerce brands interested in bundling diagnostic services.

Over one quarter of collaboration, DMT helped Biovision build a repeatable outbound motion that delivered consistent pipeline growth.

2,000+ Qualified Leads: Sourced through manual and automated research across five high-potential verticals.

40+ Appointments Booked: With high-fit decision-makers across nonprofit, clinical, and private healthcare sectors.

10–15% Close Rate: On all scheduled appointments, validating the effectiveness of both targeting and qualification processes.

25% Response Rate: For Campaign “ShelterSecure,” which significantly outperformed industry cold email benchmarks.

3x Increase in Outreach Velocity: Compared to Biovision’s previous door-to-door efforts.

A Repeatable, Scalable Outbound System for Healthcare B2B

Biovision Diagnostics now benefits from a predictable B2B lead generation funnel, capable of scaling into new verticals and regions without relying on manual, location-bound sales tactics. DMT not only delivered leads and appointments but also helped the client build a system they can grow with.