LabCorp wanted to raise awareness of the importance of preventative laboratory testing, focusing their efforts on members of Congress in hopes of ensuring such tests would be protected under any future healthcare legislation.
LabCorp needed a way to creatively communicate the effectiveness and value of preventative laboratory testing to Congress. They also wanted online analytics support both to track whether the targeted Congress members received the information and to then engage them in future communications.
ALPHA developed a campaign in which lobbyists would deliver personalized education kits to individual members of Congress. The kits included a statistical fact sheet housed within an informative pocket folder. Each kit also came with a card containing a pURL (personalized URL) which would enable LabCorp to document individual recipients of the information. At the pURL, each Congressperson received a personalized message, a video presentation highlighting the importance of preventative laboratory testing, and an invitation to tour a local LabCorp facility.