The trend: More consumers are pursuing lab tests on their own rather than waiting for a doctor’s referral, according to a recent YouGov and Siemens Healthineers survey of 1,000 US adults.

• Nearly half (49%) of respondents self-administered a test (e.g., to test for COVID-19, urinary tract infections, STDs).
• 27% have specifically sought out blood testing offered by a lab provider independent of a doctor’s recommendation.
• 22% have taken a lab test out of curiosity, such as a genetic/DNA test or a fertility test.

Why it matters: Traditionally, doctors have ordered lab tests based on their assessment of what’s needed—consumers are increasingly bypassing this step.

Rising consumer interest in proactive health management has fueled labs and other healthcare companies to sell diagnostics directly to consumers.

• Hims & Hers recently launched lab testing through a partnership with Quest Diagnostics, allowing consumers to book Quest appointments, starting with a test measuring more than 75 biomarkers.
• Buzzy lab testing company Function Health offers about 160 lab tests detecting numerous health conditions, also through a tie-up with Quest.
• Quest and LabCorp also sell a range of diagnostic tests on their websites—including men’s and women’s health and sexual health—that consumers can take in person or collect samples at home.

In fact, many sources other than doctors are influencing consumers to request a lab test, per YouGov/Siemens:

• 37% of consumers requested a lab test after doing their own research (including online sources and word-of-mouth).
• 17% did so specifically due to information found on social media.

Key stat: 19% of consumers say they’ve purchased a lab test online in the past year, up from 13% the year prior, per EMARKETER’s January 2026 Digital Health survey.

Implications for healthcare brands and marketers: The D2C lab testing market is growing, but sellers still face key barriers, namely:

• Lack of insurance coverage. Some offerings cost hundreds of dollars and are typically not covered by insurance without a physician’s referral, putting lab tests out of reach for most people.
• Doctors’ hesitation. Doctors are often reluctant to interpret lab results ordered outside their purview due to missing clinical context, including the patient’s history, symptoms, and the rationale for the test.

In addition to having their own providers review patient tests, D2C lab testing companies should make it easy for consumers to share results with any doctor they choose, along with contextual data to aid interpretation. This can help build trust among physicians and support marketing efforts by enabling clinician testimonials that can be shared across digital channels, including social media. Marketers should clearly list prices online for all tests, including add-ons and telehealth consultations.