Agency News


July 13, 2022

Flynn Named MM+M Awards Finalist for Quest Diagnostics



Tailored campaign for DTC product innovation stood apart from other entries

ROCHESTER, New York, July 13, 2022 – Integrated marketing agency Flynn was named an MM+M Awards 2022 finalist in the product launch category for its “What’s Your Health Quotient Score?” campaign created in partnership with Quest Diagnostics, the world’s leading provider of health diagnostic services.

Flynn’s deep dive into consumer data revealed a winning strategy

In 2019, Quest Diagnostics tapped Flynn to launch and scale its new consumer-initiated testing (CIT) business, QuestDirect. With the rapid expansion and success of this DTC channel, in 2021, Flynn was tasked with launching the Comprehensive Health Profile, an innovative new consumer wellness product.

With insights gleaned from research and partner data, Flynn recommended a focus on the product’s most unique feature: the Health Quotient Score, an easy-to-understand rating of a consumer’s overall health on a 0-100 scale. The resulting creative and media campaign leveraged a finely tuned mix of OTT/addressable TV, paid social, digital advertising, and promoted influencer content, with media spend optimized in near real-time.

The campaign drove over 288 million impressions, spiked landing page visits, and sold thousands of Comprehensive Health Profiles. The product ranked #1 in revenue among all purchased tests in Quest’s DTC portfolio in less than three months.

The MM+M Awards are the gold standard in medical marketing

The annual MM+M Awards recognize, champion, and celebrate creativity and effectiveness in healthcare marketing and communications, with awardees across numerous categories chosen by industry peers. This year, more than 90 judges boasting a variety of expertise narrowed down hundreds of entries to select a top few, applying a rigorous analysis that reflects the healthcare marketing industry gold standard.

As an MM+M Awards finalist, Flynn’s product launch campaign for Quest Diagnostics is recognized among the year’s top medical marketing campaigns, many created by large healthcare-specialist agencies including FCB Health New York, Wunderman Thompson Health, Deloitte Health, McCann Health, Havas Health, and others.

MM+M Award finalists were revealed online ahead of the MM+M Awards gala in October.

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