Improving perceptions, reinvigorating brands

When Zocdoc wanted to further establish itself as the leading consumer healthcare marketplace, it turned to Highwire to help garner the necessary media validation.

Challenge

After emerging from a strategic quiet phase during a multi-year business model transition, the company wanted to address outdated market perception among key audiences.

Solution

Highwire aimed to reinvigorate the brand and position it for long term success by reinstilling industry confidence and credibility in Zocdoc as a leader, and moving the needle on brand perception.

Strategy

Highwire executed a three-fold outreach strategy, including proactive trend-jacking; storytelling around the company’s successful business model transition; and strategically leveraging company news & insights.

Program results

97%

Increase in total
media mentions

73%

Marketplace
message pull-through

18%

Increase in positive
coverage sentiment

Moving the needle

By continually trend-jacking industry developments, artfully storytelling around Zocdoc’s successful business model transition, and strategically leveraging company news and proprietary data, Highwire positively inserted CEO Oliver Kharraz, M.D., into the ever evolving health tech narrative, positioned him as a business leader to watch, and drove a consistent cadence of media engagement and positive coverage on Zocdoc.

As a result, Highwire successfully raised awareness among key business and customer (provider) audiences via earned coverage in top-tier publications and critical trade outlets such as CNBC, Fortune, Politico, Fierce Healthcare, MedCity News, HIT News and more. This notably includes op-ed features by the CEO in Fast Company and STAT.

The team also increased credibility via infiltration of key industry podcasts, securing coverage in Bloomberg’s Tech Disruptors/Vanguards of Healthcare ; EY: Decoding Innovation Podcast; MedCity Pivot Podcast and more.

And most importantly, we built and strengthened reporter relationships across business, trade, and technology media, connecting the CEO for conversations with reporters and editors across multiple influential outlets including those mentioned above and many others.

Reaching the target audience

Zocdoc raised awareness among key business and customer (provider) audiences via earned coverage in top-tier publications and critical trade outlets, increased credibility via infiltration of key industry podcasts and built and strengthened reporter relationships across business, trade, and technology media.