With Yext, ANY LAB TEST NOW® Improved Its Digital Presence and Search Visibility
- 170 stores across the United States
ANY LAB TEST NOW® is the first direct access lab testing services company with over 170 stores and growing across the United States. What this means is that since 1992, ANY LAB TEST NOW® has been making it easy for consumers and businesses alike to manage their health by providing direct access to clinical lab tests, DNA tests, and drug, alcohol, and other toxicology testing services. The company’s affordable, upfront prices provide a solution that continues to support overall health and wellness.
“Our competitive advantage is that the doctor’s order is included in the service we provide to the consumer, making it easy to come in and get any of our 8,000 tests,” explains Tina Hapner, Vice President of Marketing. “We don’t get into treatment, but we are an option for people who want to take control of their health, or who decide, ‘hey I really want to know my blood type,’ or ‘I want to check and see how my cholesterol is doing.’ On top of that, our prices are competitive and transparent. Otherwise, a consumer goes to a doctor, pays a co-pay, has blood drawn, and then still ends up getting a bill from a lab. With us it’s different. The complete price is the complete price; you pay for it upfront, and you’re done.”
Mobile is crucial to Hapner’s marketing strategy. “60% of people use mobile search to find us,” she says. “And usually, it is because they are taking an action — whether it’s getting directions or utilizing click-to-call — more so than when they are on a desktop. As such, mobile is very important to our brand.”
When Hapner joined ANY LAB TEST NOW®, she could see that the company needed a faster and more reliable way to update its brand information across the Yext Knowledge Network. “I had used Yext at a former company. When I came here, I went to our CEO regarding an initiative for pushing everything out to the digital space. I got her approval, I reached out to Yext, and got the ball rolling.”
ANY LAB TEST NOW® uses Yext to manage the public facts about its brand. Yext enables brands like ANY LAB TEST NOW® to power their brand information across their websites, mobile apps, internal systems, and the entire Knowledge Network — over 150 maps, apps, search engines, GPS systems, and social networks including Google, Apple, Facebook, Bing, and Yahoo.
Thanks to Hapner’s leadership, Yext is part of the infrastructure for each ANY LAB TEST NOW® franchisee. “When I implemented Yext, I articulated that it is necessary,” she explains.
“Our franchisees need to be online in order to be found,” states Hapner. “The Yext Search Experience Cloud is core to our digital presence strategy in ensuring that we are centralizing from one source of truth across the web.”
Since launching Yext, ANY LAB TEST NOW® has experienced 43% YoY growth in clicks on their listings. This includes 49% YoY growth in direction clicks, 49% YoY growth in clicks to their website, and 31% YoY growth in phone call clicks.
Looking ahead, Hapner believes consumers will continue to expect more of businesses. “The power of location, to me, means the difference between having business and not having business in your store. It means having correct information everywhere – because a consumer won’t give you a second chance if your information is incorrect. The digital landscape is extremely complicated, and everything is always changing. The one thing that is constant? Yext.”