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Zocdoc, the healthcare marketplace, recently rolled out its first national television spot. Doing so is a shift in the company’s advertising strategy as Zocdoc previously allocated roughly 90% of its media budget toward digital channels (the other 10% was spent on direct mail and other lower funnel offline channels).
The advertising strategy shift follows the company’s transition of its business model: In 2018, Zocdoc began moving from a flat $3,000 fee-based subscription for healthcare providers to be listed to a more traditional marketplace pricing model where providers pay a fee for each new patient booked.
Doing so has “dramatically grown our provider network” and “transformed how much we are able to invest in consumer marketing,” according to Richard Fine, Zocdoc’s vp of strategy, adding that “it allows us to significantly — and sustainably — scale our marketing spend alongside our growing provider coverage.”
The company declined to specify how much its marketing budget has grown, breakout how it has allocated its 2020 media budget or how much it is currently spending on its first national TV campaign, which began to air in mid-August. In 2019, Zocdoc spent $1.9 million on media, per Kantar, which doesn’t measure advertisers’ spending on social media channels.
“Like many digital …
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