Launching January 14, “Right Doctor, Right Now” aims to encourage millions of New Yorkers across all five boroughs to get care they need
This week, Zocdoc debuted its first-ever New York City subway ad campaign, running in approximately 1 in 10 cars across all MTA lines. The campaign called “Right Doctor, Right Now” is inspired by real patient insights. It’s intended to raise awareness of how Zocdoc can empower New Yorkers to find the right doctor for their needs in those critical life moments when they need care the most.
We wanted to reflect real patient experiences as part of this campaign. To develop our creative, we began speaking with patients last April. Through these conversations, we discovered there are universal life moments that prompt patients to seek care across the most commonly sought after specialties. The campaign tagline “Right doctor, Right now” further plays on this sentiment, gently reminding New Yorkers that Zocdoc’s digital marketplace is here to empower them to find the care they need, no matter what life throws their way. Once we developed this creative, we also held listening sessions with select participating providers to ensure they felt our patient-facing campaign represented them well and made them excited to be a part of Zocdoc.
As our first foray into subway advertising, the New York campaign is a pilot to test how Zocdoc’s message resonates with patients in this environment. The results will inform future campaigns and brand marketing investments focused on patient growth.
We invite you to check out the images below for a first look at our new campaign. If you’re in New York this month, be sure to keep an eye out for our ads next time you ride the subway (you can’t miss them!).
Don’t forget to tag @Zocdoc to let us know your favorites.