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The $200K One-Day Colon Test
How a single-person company is disrupting a $10B diagnostic market with toilet water
In a market dominated by pharmaceutical giants and hospital systems, InSure ONE is betting everything on a single, elegant idea: the most effective cancer screening tool is the one you actually use. They're not building another lab—they're building a habit.
"In a $10B diagnostic market, InSure ONE proves that distribution beats technology—by making the test so simple, you can't ignore it."
The Silent Majority Problem
Colorectal cancer screening faces a brutal participation problem. Despite guidelines recommending tests for adults 45+, compliance hovers around 60-70%. InSure ONE's genius isn't in the immunochemical technology—it's in the elimination of barriers. No doctor's visit. No sample collection kits. No embarrassment. Just toilet water from a single bowel movement. This isn't just convenience; it's a fundamental rethinking of patient psychology.
The Traffic Paradox
Here's where the story gets interesting. With 7,435 monthly visits and 47% direct traffic, InSure ONE is either a cult favorite or a brand struggling to scale. The 28% organic search suggests they're not winning the SEO war against established players like Cologuard. But the direct traffic? That's powerful. It means people are typing 'insureone' directly into their browser. That's brand recall. That's trust. That's a product that creates its own demand.
The keyword data reveals a fascinating disconnect. Their top search terms aren't even medical—they're 'matcha powder' and 'matcha tea' with 30K+ monthly searches. This isn't a mistake; it's a data artifact showing how hard it is to rank for medical terms. But buried in the noise is 'what does green poop mean' with 3K monthly searches. Real people, real concerns, real opportunity. InSure ONE is playing in the shadows of search, where intent is high but competition is lower.
- Single-employee operation suggests a founder-led company or holding structure—scrappy execution over corporate overhead
- Bootstrap model (no funding listed) means every dollar of that $200K revenue is either profit or survival fuel
- WordPress stack with jQuery and Bootstrap screams 'move fast'—not 'enterprise-grade infrastructure'
- Social presence on YouTube, Facebook, and Instagram shows they're building a community, not just a product
The $200K Question
InSure ONE isn't selling a test—they're selling a moment of clarity. In a market where 'later' kills, 'today' saves. That's not just a product; it's a movement waiting to scale.
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InSure One • One Day Fecal Immunochemical Test
The only Fecal Immunochemical Test that is performed using toilet bowl water collected from a single bowel movement in the privacy of your own home.
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About insuretest.com
The only Fecal Immunochemical Test that is performed using toilet bowl water collected from a single bowel movement in the privacy of your own home.
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insuretest.com uses 13 technologies across their website including YouTube Embed, Font Awesome, Google Fonts, PHP, and more.
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insuretest.com receives approximately 7.4K monthly visitors and ranks #3,016,553 globally. The website has a bounce rate of 66% with visitors viewing an average of 1.6 pages per visit. Users spend an average of 1:12 on the site.
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