Ready To Be Seen?

It’s no secret Americans struggle to find proper healthcare. On average, patients wait 31 days to get seen by a primary care physician. But when they find a doctor who truly understands them, 84% of patients return again and again. Fixing the problem is as much a matter of getting seen as feeling seen. And on Zocdoc, patients can get seen in as little as a day, with millions of honest reviews to help them find the right fit for their needs. 

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SpecialGuest worked hand-in-hand with Zocdoc to develop Ready to Be Seen, a brand platform and creative campaign that spanned video, out-of-home, audio, and paid social. Tim Brown at production partner 1stAveMachine directed the hero films, while 1stAveDesign created the visual system connecting all things motion, including the OOH that blanketed launch cities New York and Houston.   

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Ready to Be Seen is anchored in the insight that everything from administrative hurdles to societal norms gets between us and great care. Zocdoc’s new plain language search feature enables patients to say exactly what they need, whether it’s a derm who’s available ASAP, or a gyno who won’t minimize pain.

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That search UI became our campaign’s central character, a functional representation of patients’ inner monologues. It also allowed us to get contextual with our messaging, calling for a dentist with an opening after the close near Wall St, and an ENT for ringing ears across from Madison Square Garden. Seeing patients as their whole selves positioned Zocdoc not just as the place to find and book doctors, but as something truly unheard of: a beloved brand in healthcare.

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