Built to service an area that’s home to roughly 40 million potential patients, the new flagship laboratory Quest Diagnostics opened in Clifton, New Jersey, created an enormous opportunity—but also a big challenge: how do you efficiently reach a relatively small group of key decision makers to tell them about the new lab in a universe of hundreds of hospitals and other medical facilities spread across multiple states and metro areas?
Given such a small, specialized target audience, we knew we’d need to go beyond typical media channels to drive the best performance. That meant using first-party data from top medical sources to message decision makers in the right place, at the right time—including a partnership with Lab Manager and their digital marketing platform.
And once our target expressed any interest, we didn’t let them go. We implemented retargeting to re-message “soft” leads and increase interest, while also focusing on tactics that drove high engagement on the campaign landing page. And anyone who shared contact info received a specialized email to move them further down the funnel—all leading to a significant uptick in vital lab tours.
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