Quest Diagnostics wanted to launch their pricey new general wellness test panel to consumers as a DTC offering, but there were some significant purchase barriers. The complex product was difficult to explain, its $300 cost wasn’t covered by insurance, and there was no clear reason why consumers should spring for it. Thanks to our experience as an integrated growth engine for other Quest projects, we were able to say, “No problem!”
Category
Health & Wellness
Services
- Audience research
- Competitive audit
- Persona development
- Go-to-market strategy
- Campaign planning
- Campaign concepting
- Creative development
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- Video production
- Post-production editing
- Media mix & tactical planning
- Programmatic & direct buying
- Measurement strategy
- Custom dashboards
- Reporting & optimization
The results
288+
million impressions
4,300+
health profiles sold
+102%
revenue YoY
Nailing down our audience and media approach
We built a detailed audience persona using in-house research tools, helping us select our lead and supplementary media channels. These included upper-funnel tactics with high relevance and cost-efficiency. We also worked with Captiv8 to source the right influencers and build a complementary program of promoted posts and videos.
Finding a compelling creative hook
A wellness test is nothing new. But a personal health score? Now that’s interesting. Further analysis of our audience revealed they would be motivated to purchase by the product’s most unique feature: the Health Quotient Score (HQS), a rating of one’s overall health on an easy-to-understand 0-100 scale.
Our campaign creative connected the HQS to “scores” our audience was already familiar with, such as their credit score. This insight guided full campaign execution across paid social, online display, responsive paid search, OTT, influencer content, and a custom landing page.
Smashing Quest’s DTC sales records
In just five months, this test became the #1 revenue-driver in Quest Diagnostics’ DTC portfolio. The campaign was also recognized as an MM+M Award Finalist in the product launch category alongside other top-performing healthcare campaigns.
“Flynn has been instrumental in providing strategy and performance marketing for our business, and we wouldn’t have been as successful without them. 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.”
—Sr. Director, Performance Marketing—Global Customer Experience Lead, Quest
