Demand organization
Training, Bio-IT, and service enquiries were separated into clear business lanes, giving the team context before the first follow-up instead of making them sort every enquiry manually.
Case Study
Mr Biologist: enquiries, lab workflows and lead qualification.
Kohuwa connected enquiry routing, sample submission, centre assignment, payment approval and report release in one operating workflow, with qualified-lead signals sent to Meta through CAPI.
- Client
- Mr Biologist LLP
- Category
- Biotech & Bioinformatics CRO
- Locations
- Guwahati, Pune, Bangalore-ready operations
- Scope
- Lead capture, sample workflows, CAPI, admin ops
Recognition
Recognised by the team we worked with.
Mr Biologist presented Kohuwa with a Certificate of Felicitation. The photograph shows that recognition alongside the collaboration described here.
The Challenge
A CRO cannot afford messy demand.
Mr Biologist had multiple kinds of demand hitting the business at once: students looking for training programs, researchers asking for Bio-IT support, institutions submitting samples for services, and internal teams needing to know what deserved follow-up.
A single generic contact form would have created noise. The real problem was routing: make each enquiry enter the right workflow, preserve the context, and help the team distinguish curiosity from qualified opportunity.
The highest-stakes workflow was sample submission at sample.askmrbiologist.com. That system needed to capture provider details, sample rows, requested services, centre assignment, verification, payment status, report release, and team accountability without making the scientific team chase context across calls, sheets, and messages.
What We Built
One operating layer, built for scale.
Single-point operations
The Sample Submission system became the crown workflow: provider intake, sample details, admin verification, centre assignment, process stages, payment approval, report release, and archive were brought into one operational view for a team working across Guwahati, Pune, and Bangalore-ready workflows.
Optimization loop
Meta CAPI was connected to lead quality, so campaigns could optimize around meaningful business opportunities instead of raw submissions.
Growth System
Optimization was connected to business quality.
Kohuwa connected Meta CAPI around a simple rule: not every enquiry deserves to train the ad algorithm. Attribution is captured early, but the conversion signal fires only when the team marks an enquiry as a good lead.
The qualification step separates raw enquiries from the opportunities the team chooses to send as advertising feedback. It is a measurement workflow, not a guarantee of campaign performance.
Built-in guardrail
Good Lead sends conversion. Bad Lead is excluded. Pending stays neutral.
Operational Flow
From first click to team action.
VisitorChooses the right intent
ProviderSubmits sample and service details
AdminVerifies, prices, and assigns the work
LabTracks stages, owners, and progress
TeamApproves payment and releases reports
Operational Result
Enquiries and delivery in one workflow.
The implementation brings enquiry routing, qualification, sample submissions, service stages and marketing signals into a connected operating layer.
The team can follow a request from intake through assignment, payment approval and report release, rather than treating the website form as the end of the process.
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