Healthcare But Easy
Zocdoc’s TV & OOH Campaign
TENSION
Most healthcare advertising is a lie wrapped in a sad piano
score. Smiling grandparents. Soft lighting that suggests the system actually gives a damn about you. The reality of being a patient is the opposite. It's cold, confusing, and buried in administrative nonsense. Zocdoc built tech that could actually fix the experience. But to sell it, we had to admit healthcare is hard and broken.
INSIGHT/
STRATEGY
In America, the word "healthcare" basically means "impossibly difficult." It means waiting rooms, insurance confusion, and Katy Perry blasting on hold. Patients didn't need another ad about wellness. They needed what every other app on their phone gives them: speed. The ability to book in under a minute. We had to sell them on something that felt impossible: healthcare that's not a pain.
IDEA
HEALTHCARE, BUT EASY
A platform built on the radical notion that booking a doctor shouldn’t give you PTSD. We used humor to expose the stupidly painful current system while showing the simplicity of the solution. The Zocdoc app interface became the storytelling device. Search bars and drop-down menus showed exactly how the product works while roasting every relatable nightmare of trying to find a doctor just when you need one.
— PROJECT
Healthcare But Easy
— CLIENT
Zocdoc
— ROLE
Creative Lead
& Writer
TV SPOTS
We wrote several spots that cut the fluff. No canned piano. No soft lighting. Just the frantic, high-stakes moment of the search. Quick cuts and dry humor that mirrored the speed of the app. The booking became the hero moment.
OUT OF HOME
We created over 50 unique billboards that turned the focus on our interface, blowing up the Zocdoc search fields and dropdowns to billboard size, filling them with brutally honest queries. The form fields proved that no matter your medical need, the app could find help instantly and easily.
IMPACT
We convinced the client to make their first-ever national TV buy in August 2020. Middle of the pandemic. The bet paid off.
- BIGGEST CAMPAIGN
- “Healthcare But Easy” became the highest-reaching campaign in Zocdoc’s history.
- PROFITABILITY
- Helped fuel Zocdoc’s rapid return to profitability (July 2020 onwards) despite launching during a pandemic.
- REVENUE GROWTH
- Drove year-over-year revenue growth in an industry downturn
- Surge in patient demand especially for telehealth appointments.
THANKS TO THE TEAM
Creative Partner & Co-Writer: David Roth
Creative Director: Greg Hathaway
Art Director: Ryan Dutch
Film Director: Micah Perta