“We Prioritize the Consumer Journey Above All Else” – Q&A with Zoom+Care Content Strategist Danielle Mrkvička
Zoom+Care has created one of the most consumer-centric healthcare models in the world. Find out how content marketing helps fuel the organization’s growth strategy and foster affinity with the brand.
The mission of Zoom+Care is “making healthcare as easy to get as food, music and movies.” This retail-esque approach to delivering urgent care has earned the Portland-based organization (and its 37 facilities throughout Oregon and Washington) media coverage in Forbes, Fast Company and other national outlets.
Not surprisingly, this consumer-centric business model manifests in all aspects of their strategy and culture—including their Zoom+Care Nation blog, social media channels and other elements of their content marketing strategy.
We spoke with Content and Brand Strategist Danielle Mrkvička about how she plans, develops and deploys content that engages healthcare consumers and advances the organization’s mission.
Q: How is your mission reflected in the organization's marketing strategy?
In a world where food, music, movies and ride-share services are available on-demand, at the push of a button, consumers have little patience for inconvenience—even in the traditionally inconvenient world of healthcare. They want simplicity, transparency and personalization. In other words, an experience that's on par with other industries.
ZOOM+Care is all about creating a friction-free, no-hassle and convenient healthcare experience—and our marketing is similarly frictionless. We take a page out of retail's playbook and prioritize the consumer journey above all else.
We don't make our customers jump through unnecessary hoops to gain information or read our blog. We don't hound them with annoying pop-up ads for a service that's inapplicable or useless to them. When we send a message, we strive to send the right one—a relevant one. One that says we are listening, and that we're interested in connecting.
Q: What role does content marketing play as part of this mission?
Again, it comes back to eliminating friction and offering convenience. What's more convenient than having reliable answers to the questions you’re asking? Plus, modern consumers are savvy. They know when they're being marketed to, and that creates tension. We reduce friction in our customer journey by offering high-quality, useful, valuable content without expecting to get something in return.
Q: What are the primary goals of your blog and other content marketing initiatives?
Our number one goal is to provide our consumers with useful content that informs, educates and inspires. When we focus on that first and foremost, the rest—conversions, brand building, etc.—tends to follow.
Another goal of our content, specifically our blog and social media, is to foster endearment. We want to spark connections with our consumers through empathy, dialogue and shared experience.
Q: How are you measuring success of these initiatives (traffic, leads, patient revenue)?
We look at everything from website traffic, search rankings, click-throughs and time spent on-page as KPIs that ultimately help us drive revenue.
However, we place a great deal of importance on some of our "softer" objectives, which include brand building, creating exposure and establishing ourselves as thought-leaders in our field. Of course, these metrics are harder to measure, since they happen both online and offline. We judge success primarily by tracking and monitoring engagements, and by measuring sentiment among our key audience groups.
Q: Your content addresses such timely/relevant topics as mental health and intermittent fasting. Where do you get content ideas?
We do our best to listen to our patients. We keep an open dialogue with our doctors and clinic associates and ask them to report their learnings to us. What health concerns are trending at our clinics? What are our patients asking about? Any recurring issues or themes popping up? We want to create content about those things.
Of course, we also do a fair bit of newsjacking and addressing seasonal concerns. However, we stay in our lane—we won't write about something unless it's a problem we can solve or a topic that's relevant to our consumers or our business.
Q: What types of marketing technology are you leveraging to support content targeting and distribution?
We have email drips in place for both retention and new product launches. We also leverage text-based tools like Podium to communicate with our consumers. When our patients leave an appointment, they are immediately prompted via text message to leave a review on Google or Facebook, which is amazing.
One tool that I love talking about is Hootsuite Amplify, which is a brand advocacy and social selling app. It dramatically extends our content reach by making it easy for our employees to share curated company content to their personal social networks.
Q :What are your favorite resources to stay current on marketing issues/trends?
I love Copyblogger, the Content Marketing Institute, and the Contently blog. But for me, the best way to stay on top of trends is to be a ravenous consumer of content. Who follows brands on social media? Who reads company blogs? This gal. I monitor brands across all industries, from retail to finance to hospitality. I read as much content as I can stand. I also like to keep tabs on the brand content that my friends, family and community members are sharing on their personal feeds, to see what resonates with them.
Q: Anything else you'd like to share with the healthcare marketing community?
To bring this conversation full circle, I'd encourage them to take cues from different industries, especially retail and hospitality. I think the future of healthcare looks a lot like retail, and healthcare companies can increase their patients' satisfaction and engagement by adopting some of those practices.
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