To boost the media presence of Quest, the consumer-initiated testing (CIT) platform backed by national healthcare company Quest Diagnostics, the team at Sharp developed the strategic “Test with Quest” approach. Designed to secure media coverage by guiding journalists through the entire customer-driven process, this evergreen approach allowed them to experience the full range of Quest’s test offerings firsthand – from making a test purchase to receiving the results. Aimed to create authentic connections with key journalists and health and wellness media outlets, this initiative featured a simple yet effective core idea: spark the curiosity of key journalists by offering personalized testing experiences.
Sharp understands that the best way to connect with journalists is by offering the opportunity to experience a product or service firsthand. Through targeted outreach and ongoing communication, the team focused on building genuine relationships, provided personalized test appointments that allowed media to understand the value of Quest’s top-notch offerings, and made sure that each test initiated a meaningful conversation. The result? An always-on approach that has fostered personal connections between the media and the Quest brand, setting the stage for impressive media coverage that aligns perfectly with Quest’s mission of delivering high-quality health insights.
Our initial efforts have yielded strong results thus far! After taking a hormone panel through Quest, journalist Anna Gragert covered her experience in a CNET article on the science behind blood and stress tests, incorporating unique insights on the impact of cortisol on our bodies. As a result of journalist Heidi Borst testing with Quest, Yahoo! Life published a piece highlighting Quest’s menopause test kit, which provides women with a reliable resource to navigate this important life stage. These articles generated 175 million impressions, significantly enhancing Quest’s visibility and providing valuable thought leadership opportunities for Quest’s internal medical experts.