Quest Diagnostics historically focused on LC/MS/MS testing as the gold standard, most accurate, methodology in vitamin D testing. Their previous campaign and messaging had been very aggressive against immunoassay (IA) methodologies.
However, feedback from customers and field representatives indicated that turnaround time was a critical factor in selecting a lab for vitamin D testing. Many of Quest's competitors offered testing via an IA platform with next day turnaround time of results. Current LC/MS/MS turnaround time is 3+days.
Our goal was to announce a new IA test that was as reliable as their LC/MS/MS test without cannibalizing this recognized gold standard.