The rapid development of Information Technology (IT) in Indonesia influences the trend towards the establishment of IT-based startups. Pesanlab is an example of such start-up that offers a healthcare diagnostic platform connecting laboratories to consumers. As a vast growing organization, Pesanlab requires a set of strategies to assist in attaining organizational goals and predetermined targets. The purpose of this research is to formulate a digital marketing strategy, more specifically one that is suited for digital start-up organizations. The SOSTAC framework, complemented with additional relevant theories, such as SWOT analysis, SMART Objectives, RACE planning objectives was employed as a robust framework in terms of formulating a digital marketing strategy. This research formulated 3 targets, 9 strategies and 32 tactics.