Shifting to Data-Driven, Digital Brand Experiences
Quest is the largest diagnostics company in the U.S. One in three Americans has bloodwork processed in a Quest lab each year, and Quest works with over half the physicians and hospitals in the country. As consumers take greater control of their health care decisions, Quest saw a growth opportunity to become the helpful health partner of choice. They partnered with JPL to begin a direct relationship with consumers.
Challenge
Patient marketing was new ground for Quest Diagnostics, who traditionally focused on health care professionals, health systems and insurance companies. Quest needed to start with the fundamentals: understanding who the consumer is and where to engage them. Because consumer experiences come through many doors, Quest needed to understand how they fit in and ways to drive preference.
Solution
We helped Quest Diagnostics mine their data for insights to understand which consumer segments held the highest growth potential. Our work helped drive the planning and launch of a new program, empowering consumers to take control of their health and order their own lab tests. Insights yielded a more forward tone and progressive digital-first programming that broke through to educate and motivate consumers. Our relationship with Quest has accelerated to include multi-year programs and in-depth planning and execution support across multiple channels and sales divisions, all with the single goal of leveraging intel to build performance marketing campaigns that urge consumers to act.
