QUEST wondered
can we help prevent heart disease in women?
Deliverables
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Persona Development & Journey Mapping
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Content Planning & Strategy
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Creative Concepting
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Sales Enablement
Quest Diagnostics® was concerned by a recent statistic: 71% of women never discuss heart health with their doctor,1 despite heart disease being the leading cause of death for women in US.2
They knew they could offer something special—a testing solution for the early assessment of cardiovascular disease (CVD) in women—and wanted to create awareness about their prevention-focused approach.
defining the fundamentals for decisive action
With the “what” and “why” clearly defined, we worked with Quest to identify the “who,” “when,” and “where”—primary care physicians with patients at well-woman visits—and develop a campaign strategy around this imperative: Early identification of CVD risk in women can help save lives.
striking the right balance: merging education with respect
Prioritizing education while maintaining a deferential approach was essential. We built a framework around the shared understanding that women exhibit unique manifestations of cardiovascular risk, and these risk factors evolve at every stage of life. This approach acknowledged the physicians’ crucial role throughout their patient’s healthcare journey.
engaging a diverse audience at the right time
We created tools to empower the sales teams to engage in solution-focused conversations and launched a campaign spanning social media and email, perfectly timed with Heart Health Month to maximize awareness with healthcare providers focused on cardiovascular disease and women’s health.