Quest Diagnostics is the world leader in diagnostic testing, information and services. Traditionally focused on physicians and insurance companies, Quest wanted to build a direct relationship with consumers as they increasingly take control of their own healthcare decisions. Quest needed to create positive brand impressions and increase engagement with consumers. A key measurement of success was increased usage of the MyQuest™ Patient Portal, where customers can access test results, schedule appointments, track their health history and more.
Leveraging consumer research, JPL helped Quest segment and understand their target audiences. This included the development of tools such as profiles and journey maps that identify the optimal touch points and relevant messaging. JPL used these insights to define an integrated marketing plan for the national campaign and regional activations.
A robust digital program connected the Quest brand to the consumer through email outreach, social, digital display and paid search. We also had to make sure that once consumers found Quest, they weren’t disappointed. Content architecture and UX updates to the website made it easier to rely on Quest and drove increased conversions.
The campaign was activated through multiple channels, including TV, promotional events, co-marketing partnerships, campaigns, wayfinding signage and patient communications in Quest service centers.
Advanced tracking, data aggregation and custom dashboards provide an on-demand view into campaign performance. This enables us to stay agile and optimize efforts in real-time using data to drive growth.
Digital & Social