Quest

Readying a healthcare leader to serve the public not just as patients, but as people.

The pandemic reframed America’s relationship with healthcare. The rise of at-home tests, telehealth, and accessible personal data created a new craving for direct, personal, and proactive solutions.

Quest, the nation’s largest diagnostics provider, had long partnered with the healthcare professionals.  But it wasn’t yet meeting rising patient demand for direct control of their care journey.

Quest needed to make a bold move — one unprecedented for a healthcare brand of its size. It needed to build a direct relationship with its consumers — more human, approachable and clear.

Together with my team and agencies, we defined a new narrative, brand systems, experiences and campaigns to ready Quest to serve the public not just as patients, but as people.