We’ve found most people still prefer in-person care for many things. What trends have you seen in how people engage with telehealth, and how will that impact your marketing strategy going forward? We’ve been limited in the amount we could spend, so we typically went with cheap, lower-funnel channels.
We typically do a lot of bottom-funnel search and app download campaigns. We have a pretty strong digital marketing team. What was your marketing strategy prior to launching on TV?
That’s a new part of our strategy. Our new business model, allows us to get paid more per patient sign-up. It’s a higher funnel brand campaign explaining what Zocdoc is. Our TV spot highlights the different ways you can receive care, but also the idea that we can help you manage the frustration around finding the right care. If you want a video visit, you can have it. We wanted to introduce the brand to a wider range of people as the place they can go if they’re looking for choice. Why was now the right time to launch Zocdoc’s first TV campaign? But if you talk to people about their experiences with healthcare, a lot of the pain comes from things around the doctor, like not being able to find the right provider or dealing with insurance. How do we market Zocdoc as a service that has both?Ī lot of healthcare advertising focuses on the medical part: I have a problem and this drug or hospital did a great thing for me. RICHARD FINE: We stopped all the initiatives we were working on and thought about how to market telehealth to providers and patients. “Our strategy is to get ourselves out there, speak to patients and let them choose the type of care they’re looking for,” Fine said.ĪdExchanger: How did the shift to telehealth change Zocdoc’s marketing strategy? This shift has led to the company’s first national TV campaign in August. So Zocdoc is positioning itself as a platform where patients can choose between virtual or in-person care. Video visits account for 20% of all Zocdoc bookings, and range as high as 80% of bookings in specialties such as mental health.īut as states have begun to reopen, people are starting to get comfortable with visiting certain healthcare providers in person once again. On March 2, he told everyone at Zocdoc, an app that connects patients with healthcare providers online, to drop their projects and begin building capabilities to support telehealth.įast forward six months and Zocdoc has 10,000 providers using its telehealth platform, “up from almost nothing” at the beginning of the year, said Richard Fine, VP of strategy at Zocdoc. Everyone knows what happened in March: COVID-19 broke out.īut Zocdoc CEO Oliver Kharraz, who is also a physician, was already pivoting his company to respond to the impending crisis.
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