Babson Diagnostics and the Disruption of Traditional Blood Testing

by Tom McKeown

In the rapidly evolving world of health diagnostics, a quiet but meaningful disruption is underway—led by Babson Diagnostics and its founder and COO, Eric Olson. In an exclusive interview, Olson shares how his Austin-based company is flipping the script on a century-old healthcare ritual: blood testing.

A Better Way to Draw Blood

Babson’s signature innovation is its BetterWay blood testing service, which replaces traditional venipuncture with a fingertip collection process. This small shift—seemingly cosmetic—has radical implications for accessibility, convenience, and patient comfort.

“Instead of collecting blood using a needle in your vein… we collect blood from your fingertip,” Olson explained. “People don’t see the needle, and they don’t see the blood coming out.”

The simplified method allows non-phlebotomist staff at local pharmacies and grocery stores (notably, many H-E-B locations across Austin) to collect samples. Customers can order tests online, walk into a local pharmacy, and walk out in minutes—no lab requisition, no long wait, no fear.

Why This Matters

Routine blood work is a cornerstone of preventive medicine. Yet, Olson noted that 1 in 3 patients skip their blood tests—often due to fear of needles, inconvenience, or access issues. Babson’s model addresses all three.

“It’s a more pleasant experience and still gives you the high quality and low cost of results that you need,” Olson said.

Customers can also use insurance when their physician orders BetterWay for them. To date, over 200 clinicians have ordered BetterWay for their patients, which they see as a way to improve patient compliance. Clinics, wellness centers, and pharmacies are natural collaborators. But Olson’s ambitions go further.

From Siemens Incubator to Texas Expansion

With a background in biology, computer science, and over a decade in high-level diagnostic manufacturing at companies like Siemens, Olson grew frustrated with how little attention was paid to the patient experience.

“We could make testing more accurate and less expensive,” he said, “but we never got to impact the patient side of it.”

This desire became the seed for Babson Diagnostics. Initially incubated at Siemens, the company spun out on a mission to combine accurate lab results with a patient-centric model—offering a broad menu of tests using a pea-sized blood sample.

What’s Next for Babson

While the Austin rollout is well underway, the roadmap includes expansion across Texas and eventually nationwide. Babson is exploring partnerships with health systems, ambulatory clinics, and even nursing homes—anywhere patients would benefit from easier access to blood testing.

“There are lots of different places that have patient populations that can benefit from an improved experience,” Olson said.

About Babson Diagnostics

Babson Diagnostics is more than a clever workaround for blood draws—it’s a paradigm shift. By democratizing access to lab testing, they’re not only solving a technical problem but addressing a core issue in healthcare: patient follow-through.

For Austin locals, the message is simple: “Go to betterway.com and try it,” Olson urges. “And tell your doctor. We’ll help get them onboard.”

As Babson continues its expansion, it may not be long before fingertip blood testing becomes the new standard—offering a better way, indeed.

For updates on Babson Diagnostics and other healthcare innovations, follow this column or visit betterway.com.

The ATX Wellness Passport  

Our Spring 2025 edition brought together Austin’s most innovative wellness brands, experts, and experiences—offering a curated journey through self-care, science-backed rejuvenation, and conscious community.

From spa escapes to longevity labs, our passport holders explored exclusive offers and elevated encounters—all designed to support a more vibrant, energized life.

Coming This Fall – The Next Evolution

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Stay tuned—your next season of well-being is just ahead.

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About Tom McKeown

Tom McKeown is Co-founder of the ATX Wellness Passport publication and a fitness enthusiast who spends his free time training for ultra marathons, triathlons and dekafit competitions. He and his business partner/wife, Jessica Campos, help longevity clinics and studios create fire spreading growth in order to spread the gospel of wellness.