Ten months after launching a music-filled “Get Your Docs in a Row” campaign, Zocdoc and its creative agency, 72andSunny, are back with an equally whimsical effort, titled “Get a Doctor Who Gets You.”
While the earlier spots relied on jingles and dancing to demonstrate how quickly people using the medical booking app could find healthcare providers for such problems as “it hurts when you pee,” the new campaign plants its tongue squarely in cheek with three 30-second looks at specific patient predicaments:
In “Jinx,” a “post-pandemic hypochondriac who…now gets all sweaty and weird around doctors” finds herself and her doc saying the exact same words to each other. “Dr. Stafford just kind of speaks your language,” she comments on the app.
In “Butt,” a man feels awkward discussing an intimate issue in the doctor’s office, but the doctor’s demeanor allows him to talk freely about it.
In “Dentist,” a woman scrolls through Zocdoc, rejecting providers for such reasons as “his first name’s Derek, “ “too young,” “too old,” “ “too good looking to be good” -- until she finds one who has “great reviews, available tomorrow.” She immediately books an appointment. “
All the spots end with a voiceover saying “Search, read reviews, book a doctor on Zocdoc.”
“'Get Your Docs in a Row' performed well and established a fun, accessible, and energetic tone for the company, while showcasing our app,” Heather Berko, Zocdoc’s head of brand, tells Marketing Daily. "‘Get A Doctor Who Gets You’ builds on that success, with a focus on the positive results of using Zocdoc. Through relatable humor, we're communicating how Zocdoc features help patients connect with a well-qualified, engaged, caring, and understanding provider."
The new campaign will run throughout 2023 on broadcast TV, including NBC’s “The Tonight Show Starring Jimmy Fallon”; cable networks, including TBS, TNT, Comedy Central and Hallmark; and streaming services, including Hulu, Paramount+, and Peacock.
Zocdoc says the campaign’s success will be evaluated through tracking of both direct bookings and brand health metrics.