Prioritizing the Consumer Journey with Zoom+Care Content Strategist Danielle Mrkvička

by | May 5, 2020 | Healthcare Industry Insights

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.

Get More Expert Perspective

Sign up for our newslet­ter and have insights like these deliv­ered to your inbox!

Subscribe to our blog

Sign up for updates!

Sign up for updates!

Get marketing tips delivered straight to your inbox.

You have Successfully Subscribed!