Case study

CEE’s Largest Diagnostic Lab Network Makes Result Interpretation Accessible to Millions

Since May 2025, all self-paying patients at Diagnostyka receive free result interpretation, transforming a premium service into standard care. This approach achieved 87.6% return intent, generating business value while improving healthcare outcomes.

Executive Summary

Diagnostyka S.A., Central and Eastern Europe’s largest laboratory network, is the industry leader in Poland. With an impressive nationwide infrastructure of 150+ laboratories and 1,100 collection points, Diagnostyka performs 140 million tests annually for 20 million patients.

Initially, our partnership involved a commercial model where DTC (Direct-to-Customer) patients paid to have their lab results explained via LabTest Checker by Labplus®. During this phase, we achieved 99.6% patient satisfaction while expanding from a single test to 75% of the most frequently performed laboratory tests.

Since May 2025, our partner has transitioned to the “gold standard” model, making the results interpretation service freely available to all DTC patients. With this decision, Diagnostyka reinforces its commitment to prioritizing better healthcare outcomes for its patients. By the end of the quarter, the change received outstanding patient feedback.

Approximately 80% of the most popular tests are now interpreted, and we are actively working to extend coverage across Diagnostyka’s vast and impressive portfolio.

Excellent Patient Feedback

  • 87.6%

    will return to Diagnostyka when they need to have tests done

  • 89.1%

    now perceive Diagnostyka’s offering as more attractive

  • 71.8%

    say they will pursue the follow-up tests suggested in the interpretation

  • 89.9%

    would recommend the result interpretation to a friend

“We have always been an organization open to innovation, and our experiences demonstrate that boldly embracing modern technologies expands health awareness and facilitates patients’ access to effective prevention. Previous analyses confirm customer satisfaction, so we are excited to collaborate with Labplus.”

Przemysław Kulas

Head of Sales at Diagnostyka

The Challenge of Healthcare Digitization

Over the past decade, customer expectations have radically shifted toward digital-first, user-friendly experiences. As healthcare digitization accelerates globally, patients require both efficiency and convenience. Thus, laboratory networks face pressure to evolve far beyond traditional test-and-deliver models. 

In every market, the strongest players are those who compete most effectively for consumers, continuously seeking new ways to elevate service quality. Success isn’t just about having more locations, a greater scope of tests, or better pricing — it’s about delivering genuine added value that transforms the patient experience. 

Market leaders understand that patients expect more than raw test results. They want clear, immediate answers on what these numbers mean for their health. Not as an option, not as a premium service – as the new standard of care. And today, that’s exactly what Diagnostyka delivers.

Strategic Implementation: Three-Phase Approach

Phase 1. Pilot

In October 2022, Diagnostyka decided to define the next steps in the laboratory patient experience and became our first enterprise partner. As an industry leader and innovator, they were the ideal match for pioneering result interpretation services at an unprecedented scale.

The beginnings were humble – we started with a pilot focused exclusively on thyroid panel interpretations. The service was offered completely free to patients, removing any barriers to trial and enabling pure measurement of patient demand for result interpretation services.

As the first major laboratory network to validate this demand, Diagnostyka established a first-mover advantage among CEE leaders.

Phase 2. Commercial phase

The patient needs research has validated the core hypothesis that results interpretation addresses a genuine patient pain point. This provided the evidence for expanding our partnership. 

Building on pilot success, Diagnostyka expanded to cover the 15 most frequently ordered tests while transitioning to a patient-paid model. This dual transformation tested genuine market willingness to buy interpretation services. By September 2024, the service expanded to cover 75% of the most commonly performed laboratory tests.

The service was available at Diagnostyka’s patient portal (wyniki.diag.pl) at a flat fee. During the first 2 years, 200,000+ interpretations were delivered, achieving a 99.6% satisfaction rate. Those who weren’t pleased with the service were offered a full refund within 30 days.

Please note: Due to our commitment to equal access to health information, the patient-paid model described above is no longer supported.

Phase 3: Free Model (May 2025-ongoing) 

Based on proven commercial success, Diagnostyka made the strategic decision to offer free interpretation to all commercial (DTC – Direct-to-Consumer) patients. This approach ensures that all can benefit from clear, understandable explanations of their laboratory results.

In the free model, business value is generated through increased test volume. 78% of patients receive follow-up test suggestions alongside their interpretation, creating upsell opportunities and increasing LTV (Lifetime Customer Value). This approach helps laboratories build strong, lasting relationships with their patients, ensuring they return for repeat visits to improve their health outcomes.  

The recommendation system enables convenient purchasing options.

  • Digital-first users receive instant access to pre-filled shopping carts with recommended tests, enabling immediate purchase decisions. 
  • For patients preferring in-person purchases, the system generates downloadable PDF referrals that can be easily presented at any of Diagnostyka’s 1,100+ collection points.

At the end of the commercial phase, approximately 75% of the typical laboratory test volume was being interpreted through this service. Today, it amounts to 80% of the most popular tests, and we never stop expanding this list. 

Free Model Benefits:

  • Free interpretation for all self-paying patients.
  • Personalized follow-up suggestions are delivered to 78% of patients who receive the interpretation.
  • Cross-channel purchasing capability. 
  • Free medical team consultation for patients who have additional questions – response typically within hours. 

Industry Impact

As the first major laboratory network to successfully adopt and scale result interpretation services, Diagnostyka’s partnership established itself – once again – as an industry leader. 

Their willingness to experiment with new patient engagement models demonstrates the forward-thinking leadership that has maintained their market position for over 25 years.

About Diagnostyka S.A.

Founded in 1998, Diagnostyka S.A. is Poland’s largest laboratory network with over 25 years of market leadership. Offering 2,500+ types of laboratory tests through partnerships with thousands of healthcare facilities nationwide, Diagnostyka is the leader in CEE laboratory diagnostics. 

Their commitment to digital innovation continues to set industry standards, as recognized by the 2025 Mobile Trends Awards for exceptional user experience design and result interpretation capabilities.

Ready to pioneer the next evolution in laboratory patient engagement? Contact us to discuss how your network can lead digital transformation in your market.