Developing outreach programs designed to help consumers preserve and improve their health is at the core of what we do. As a mission-focused benefit corporation, we refer consumers to low-cost access points for healthcare screening and diagnostic testing as a public service and derive no financial benefit from doing so.
Understanding the relationship between diagnostics and therapeutics in our healthcare delivery system is fundamental to understanding why healthcare screening and diagnostic testing are so important. Every administrator of every healthcare organization in the world is keenly aware of the fact that health and wellness screening is not only an extremely effective case-finding effort, it is the foundation upon which some of the most impressive success stories have been built.
Case in point: How an also-ran became the best-selling drug of all time
Product and service providers on the treatment side of healthcare stand to gain much more from a GET TESTED outreach campaign than providers of diagnostic products and services. Why? Because the therapeutics market is much larger than the diagnostics market, and the giant derives its strength from the services of the elf. Large segments of the pharmaceutical industry would fall apart at the seams without testing to fuel demand.
Clinical laboratory testing is clearly indicated for a very high percentage of management and monitoring cases. For some patients, however, the out-of-pocket cost for lab testing is a substantive barrier to care. Since testing often serves as yet another deductible, copayment or self-pay friction point for patients who are attempting to access appropriate care, our mission is to ease that burden by educating consumers about low-cost options for healthcare screening and diagnostic testing.
Toward that end, since 2001 we have been using and licensing our 1-800-GET-TESTED service mark as a direct response mechanism to provide information about how to access the highest quality screening and diagnostic testing services at the lowest possible prices.
Soon after launching this service over 21 years ago, we changed our 1-800-GET-TESTED service delivery model from live referrals to a recorded greeting with an IVR locator, subsequently edited the greeting to include a referral to a web-based locator, and when virtually all of the product and service providers in our referral network had built and launched their own websites, we began referring callers directly to the providers' digital engagement points.
We believe our referral service is an important element of empowering consumers to take charge of their own health, and we support that effort by allowing our ORDERaTEST.com, WeightLossTesting.com and promotional MyFreeLabTest.com brands to be used as one-click transporters to bring healthcare consumers to an online destination for further information about low-cost healthcare screening and diagnostic testing.
When the core component of your brand is a command (1-800-GET-TESTED and ORDERaTEST.com), the call-to-action power of the brand itself is far more compelling than any tagline that a copywriter might come up with to raise the direct response voltage of a brand that is merely connotative or moderately suggestive.
Building an outreach campaign around a compelling and easy-to-remember direct response mechanism significantly lowers the 'AS' component of the ROAS calculation because much smaller units of paid media time and space are required in order to generate calls and clicks and deliver your conversion messaging to an attentive and fully engaged audience, i.e., callers and site visitors who are listening to your downstream messages, reading and viewing your content, and completing qualifying actions to progress along the prospect-to-purchaser conversion pathway.
Radio is a particularly challenging media channel for direct response messaging because so many of the listeners are driving. Recognizing that radio listeners are far more likely to make a quick phone call at a stopping point than they would be to access the internet and read, listen to and/or view digital content at the "motivated moment" of exposure to a broadcast message, we allow our 1-800-GET-TESTED brand to be used as a delivery vehicle for a listen-while-driving educational message that refers callers to an online resource for additional information and follow-up support.
1-800-GET-TESTED also serves a valuable purpose as a credibility booster in a digital ad.
Many people who might otherwise be reluctant to click will do so if 1-800-GET-TESTED appears as an optional direct response mechanism along with the link to the primary engagement point.
Using an easy-to-remember and easily accessible telecom voice streaming portal also solves the problem of forgetfulness. Any caller who can't recall a URL or any other key point of information in the voice message can simply re-call 1-800-GET-TESTED at any time.
The recorded message that is currently uploaded to our 1-800-GET-TESTED *responder refers callers to ORDERaTEST.com for further information and access to the low-cost testing and follow-up support referenced above. If you'd rather read the message than listen to it, click here:
1-800-GET-TESTED Voice Message Script
And if you'd like to see samples of our
Radio and Print/Digital ad scripts, click here:
THANK YOU for your interest in Consumer Health Education Programs.Rick Shalvoy
1-800-GET-TESTED is a registered service mark of Consumer Health Education Programs.
Feel free to contact us if you have any questions or if you would like to discuss public benefit partnership opportunities.
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We look forward to hearing from you!