Finding the right doctor can feel like a gamble, but Zocdoc wants patients to know they don’t have to settle.
That’s the premise behind the healthcare app’s new national campaign, “You’ve Got Options,” created by 72andSunny. The work takes a humorous, character-driven approach to the everyday anxieties of seeking medical advice, aiming to normalize the idea that it’s okay to shop around for the right doctor, dentist, or therapist.
The work is based on the insight that choice in healthcare still feels out of reach for many consumers, said Jessica Aptman, Zocdoc’s chief communications officer.
“The ability to have options and to be empowered…is all too often and regrettably a foreign concept in healthcare,” Aptman said.
She pointed to data that reinforces why that sense of agency matters: 8 out of 10 users return to the doctor they initially find on the platform, often going on to build long-term relationships, according to Zocdoc.
Each of the four ads focuses on the relief and sometimes unexpected humor that comes with finding that perfect match.
In one spot, a visibly harried mom exhales after finally booking a primary care doctor. In another, a nervous skydiver calms down when her instructor leans in mid-flight to recommend a specialist via the app.
Elsewhere, two goth teens bond over choosing a taciturn doctor who doesn’t make small talk, while a pair of fast-talking cattle auctioneers discuss mental health.
Ashton Rose, group creative director at 72andSunny, said the creative challenge was striking the right balance between humor and sensitivity.
“The more specific we got, the more universal they felt, and that’s always the sweet spot,” Rose said. “Even if it’s funny, if you can tell the truth and let people see themselves in the work, that’s when things start clicking.”
