ANY LAB TEST NOW® Powers Digital Knowledge with Yext, Helping Individuals Take Control of Their Health
“The Yext Knowledge Engine is the one constant in an extremely complicated and ever-changing digital landscape. Yext is the benchmark. If you are going to be in business, whether with one unit or with thousands of units, Yext needs to be the first thing you do in digital. Because Yext is first in class. Period.”
ANY LAB TEST NOW® is the first direct access lab testing services company with over 160 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 and maintain its digital knowledge. “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 Gives Franchisees Control of Digital Knowledge with the Yext Knowledge Engine
ANY LAB TEST NOW uses Yext Listings to manage the public facts about its brand. The Yext Knowledge Engine enables brands like ANY LAB TEST NOW to manage the digital knowledge about their people, places, and products across their websites, mobile apps, internal systems, and the entire Knowledge Network — over 100 maps, apps, search engines, GPS systems, and social networks including Google, Apple, Facebook, Bing, and Yahoo.
Thanks to Hapner’s leadership, the Yext Knowledge Engine is part of the infrastructure for each ANY LAB TEST NOW franchisee. “When I implemented Yext, I articulated that it is necessary,” she explains. “For their own benefit, all franchisees need to use Yext and embrace it. The power that Yext has to make all information accurate in “real-time” on various publishers not only helps franchisees on a local level, but also helps the brand overall with SEO, social media management and consistency in the digital world.”
“Our franchisees need to be online in order to be found,” states Hapner. “The Yext Knowledge Engine is core to our digital presence strategy.” In a six month period with with Yext, ANY LAB TEST NOW increased its overall listings presence to 10,000+ and published 150,000+ updates across the Listings ecosystem. ANY LAB TEST NOW also saw a 21% increase in Facebook ‘Likes’ and 6 million Facebook impressions in a year and a half.
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? The Yext Knowledge Engine.” She concludes, “Yext is the benchmark. If you are going to be in business, whether with one unit or with thousands of units, Yext needs to be the first thing you do in digital. Because Yext is first in class. Period.”