Case Study: Quest Clifton Lab

Reaching a highly specialized audience with extremely targeted media.

Quest Diagnostics

Reaching a highly specialized audience with extremely targeted media.


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.



“Flynn not only helped us gain a high number of contacts in a relatively short time, the work they put into targeting meant those contacts were just the type of people we were looking to reach.”
Robert N. Johnson
Senior Manager of Marketing // Quest Diagnostics

175 Sully’s Trail

Pittsford, NY 14534

Suite 100