Quest turns to humor, innuendo and emoji to get consumers to order their own tests

Quest Diagnostics has been in business for more than 60 years as one of the go-to places doctors send people to for blood work. But in 2022 Quest shifted to put individuals in control of their health by offering direct-to-consumer testing, ordering their own tests without a doctor’s visit or physical first. That meant informing consumers about the range of health tests available as more were taking an active role in their own health care. See all of the Healthcare Marketing Impact Awards winners here So Quest launched a “Put your ____ to the test” campaign from Interpublic’s R/GA in late 2022 highlighting the more than 50 lab tests people can order directly at any time. The effort earned gold for Integrated Campaign of the Year among suppliers, vendors and pharmaceutical companies in the Healthcare Marketing Impact Awards 2023. The campaign, rooted in a new brand platform dubbed “Knowing Feels Better,” positioned Quest as giving consumers the tools to understand their own health by ordering their own tests for general wellness, allergies, sexual health and more. It aimed for fresh imagery, including emoji, innuendo, babies and kittens to help people fill in the blanks. And it played across social, display, over-the-top video, search and out-of-home across New York, Los Angeles, Miami and Houston. The campaign also included influencers, a brand partnership with the New York Giants and a branded segment on “Jimmy Kimmel Live.” In all, Quest reported that the effort reached an estimated 67.8 million people (62% of the target audience) and produced its highest-ever daily sales on Cyber Monday. The company said it increased brand awareness fourfold, doubled purchase intent and increased sales 50% monthly in the months following the launch.

Quest turns to humor, innuendo and emoji to get consumers to order their own tests

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