Case Study: GeneSight achieves 46% increase in lead generation and 71% reduction in support cases with Salesforce Pardot

GeneSight Uses Pardot to Automate Prospective Patient Onboarding

GeneSight, a personalized health-medicine and pharmacogenomics company, needed to improve engagement across two audiences—healthcare professionals and consumers. After launching five parallel digital-experience projects and mapping ideal customer journeys, the company aimed to strengthen CTAs, implement content and influencer strategies, redesign the website to boost conversions (>30% target), and optimize digital marketing to grow lead generation.

Using Salesforce Pardot and insights from customer-journey mapping, GeneSight automated prospective patient onboarding and built a self-service communication funnel for patients and HCPs, including a custom Pardot form that routes inquiries directly to customer service or field sales. The automation cut prospect case-management time by 50% and delivered measurable results: a 46% increase in lead generation and a 71% reduction in inbound patient support cases.

GeneSight

Lonny Schwartz

Director of Marketing