QUEST wondered
can we show the value of knowing about hereditary cancer risk?
Deliverables
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Market & Competitor Research
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Product Position & Messaging
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Content Planning & Strategy
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Content Development
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Video & Animations
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Printed & Promotional Materials
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Sales Enablement
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Marketing Automation & Email Marketing
Cancer is a frightening disease, and with up to 10% of all cancers caused by inherited genetic changes,1 more people are turning to screening to help identify their risk sooner so they can make proactive lifestyle choices.
Quest Diagnostics® offers advanced hereditary cancer risk testing in their broad portfolio, but in a saturated market projected to reach over $10B by 2031,2 they are not alone.
Confident that their extensive test portfolio and genetics expertise gave them an advantage, Quest saw an opportunity to educate the healthcare community about the value of these screening solutions in helping patients better manage health.
first step? simplify everything
We worked with Quest to repackage their genetic testing offering into easy-to-understand bundles based on types of cancers and conditions—speaking in the language of healthcare providers.
With the new product structure in hand, we created powerful messaging that offered a simple but profound statement about why screening is important: Moving forward starts with KNOWING.
increasing adoption through education
In addition to facing heavy competition from boutique genetics labs, Quest knew that many in the healthcare community were wary of the clinical efficacy and validity of the diagnostics. To address providers’ clinical concerns, we developed a comprehensive multi-channel outreach campaign enriched with detailed information about the guidelines underlying the development of Quest’s tests.
Leveraging the credibility from trusted organizations in the healthcare industry, we helped Quest successfully relaunch their portfolio and increase adoption.
quest saw a significant rise in engagement with existing customers, with multiple quarter-over-quarter increase in total volume of tests ordered.
quest saw a significant rise in engagement with existing customers, with multiple quarter-over-quarter increase in total volume of tests ordered.
A leader emerges
About a year after the portfolio was introduced, there was a market consolidation, and Quest emerged as one of the nation’s largest providers of hereditary cancer screening services.