Case Study: Quest Diagnostics

Helping a B2B industry leader launch and scale a DTC channel.

Quest Diagnostics

Helping a B2B industry leader launch and scale a DTC channel.


In early 2019, Quest Diagnostics, a leading provider of B2B diagnostic information services, asked Flynn to help them build and grow their newly launched consumer-initiated testing (CIT) business, QuestDirect. That included helping close the gap between their digital program’s frontend activity and backend sales data—essential for the optimization that drives business growth.


Flynn began by exhaustively mapping Quest’s customer and data journeys to help build the necessary data systems for measurement. Then we launched a more-trackable marketing program that dramatically increased media effectiveness. Key turning points included:
  • Geographically analyzing Quest’s 2,250 patient service centers to prioritize media spending on markets with the highest ROI potential
  • Collecting, segmenting, and activating first-party data while maintaining HIPAA compliance
  • Building and launching a hyper-local branded and non-branded paid search campaign targeted to capture demand from people actively researching and shopping for tests offered by QuestDirect



to 70MM in just three years*
“Flynn has been instrumental in providing strategy and performance marketing for our business, and we wouldn’t have been as successful without them. That was especially true last year for a long-running campaign. They identified an opportunity for growth and then developed a solid plan to help address it. The campaign delivered very strong ROI and ended up driving millions of customers to our website.”
Alex Bennett
Senior Director, Performance Marketing  //  Quest Diagnostics


With the right infrastructure in place, Flynn leveraged years of DTC-marketing experience to build a digital-first performance marketing machine that’s continued to scale with QuestDirect’s growth. Utilizing a continuous test-and-learn approach, we’ve been able to quickly attribute results back to each initiative and business goal, using that data to continually secure incremental funds that have driven exponential growth.
“Flynn goes well beyond how traditional agencies support clients. Our business is their business. Data-driven insights coupled with a deeply experienced team lead them to create programs and assets that can be iterated on, tested, and improved.”
Jamie DePeppo
Executive Director of Consumer Marketing   //   Quest Diagnostics
*QuestDirect revenue reported in Quest Diagnostics 2021 Q4 earnings report

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