I wonder if the business model could be a free or nearly free blood / genetic test for people. Each time you donate, you select either one genetic test panel or one blood test panel. The organization uses the money saved / earned from the blood donation to pay for the test. Possibly it also requires signing off on providing information to a research study as an additional revenue stream to pay for the testing / subsidize the creation of new panels.

I'm guessing this may not be economically feasible though. Additionally, you have the issue that people who can't afford health insurance would be literally selling their body for healthcare. Strictly speaking, it might be better than the alternative, but it's still not good that it's even necessary to consider something like this.