Customer Story

With Yext, ANY LAB TEST NOW® Improved Its Digital Presence and Search Visibility

49% year-over-year growth in direction clicks
49% year-over-year growth in website clicks
31% year-over-year growth in phone call clicks
Industry
Healthcare
Size
170 stores across the United States
The Challenge
ANY LAB TEST NOW® needed a solution to provide a faster, more reliable way to keep their brand verified answers across the web.

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.”

The Challenge

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 it’s brand information across the 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.”

The Solution

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 a 100 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. 

“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.”
Tina Hapner Vice President of Marketing

“Our franchisees need to be online in order to be found,” states Hapner. “As a search experience cloud, Yext is core to our digital presence strategy in ensuring that we are centralizing from one source of truth across the web.” 

The Result

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 a 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.” 

“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.”
Tina Hapner Vice President of Marketing
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