In October 2020, Beth Gumm joined ZoomCare to “bring consumerism, simplicity and the delight of retail into the healthcare experience.” Here’s how she’s doing it.
If anyone knows how to connect brands with consumers to drive growth, it’s Beth Gumm. She has led marketing strategy for some of the most recognized names in retail consumer goods over her career.
Among her myriad accomplishments, Beth launched the first Pottery Barn Kids website for Williams-Sonoma, led global e‑commerce and marketing initiatives for retail giants Gymboree and Levi Strauss & Co. and drove all aspects of revenue for direct-to-consumer apparel startup American Giant.
Most recently, Beth led e‑commerce, brand, creative and marketing strategy for nationally prominent cookware retailer, Sur La Table.
In this excerpt from our 3 Key Insights video series, Beth describes how ZoomCare is disrupting traditional healthcare delivery by putting patients in charge of their experience.
Key insight #1: Healthcare has to be built around the consumer.
We’re all consumers of healthcare at some point in our lives. It’s the one industry we all end up using—and it’s complicated. Insurance has made it complicated and even just getting in to see your doctor can take weeks.
Most of our lives are on demand right now: If you want to go somewhere, a car is on demand. If you want something to eat, food is on demand. Why not healthcare on demand?
That’s why our mission is to make going to the doctor easy, affordable, and enjoyable. At ZoomCare, you can schedule an appointment today and there’s no sitting around a waiting room. We’re here to deliver excellent care when you need us and how you want it, with either in person or video visits available every day.
Key insight #2: Healthcare marketers should own the consumer experience.
The ZoomCare model has always been consumer driven. When I joined the company, ZoomCare brought the product, user experience and marketing teams together because they saw an opportunity to bring together functions that really cultivate consumer experience. This also allows us to better understand how brand and product come together in a way that is more impactful than just having a great medical service. That has helped focus on things that simplify the consumer experience.
For example, right now we’re working on our whole approach to scheduling. Today you land on our site that was optimized for Portland, because that’s where we started. That’s not particularly relevant or a great experience if you live in Colorado. We’re committed to the whole notion of healthcare that’s contextually relevant and conversational for patients.
Another reflection of our mission is the saying, “No wrong door.” We can see any kind of patient and we’ll refer you out if we can’t take care of you through our daily care clinics or ZoomCare Super, an emergency care platform with ER trained doctors overseeing the care teams.
Through these efforts, we’re working to make it even more simple to find us, to schedule the right care and to get back to feeling like your amazing self again very quickly.
Ultimately, our success is measured by how good the experience is for the user.
Key insight #3: Content is critical to the patient experience.
Over the last several years in eCommerce, we’ve learned content needs to be infused with commerce. When people have made the effort to come to your website to learn more, keep content fused into the commerce type of experience. For us, that’s ultimately about getting you to a visit.
The onboarding journey is a big focus for us. Until you’re ready for a visit, how do we onboard you with content? ‘When you raise your hand and say I’m interested, how do we take you through a journey of getting to know ZoomCare that is useful to you, and has value so that you keep engaging with the brand so that when you’re ready, you go right to the scheduler.
Watch the full interview!
Get more insights to inspire your marketing strategy in our 15-minute conversation with ZoomCare Chief Product and Marketing Officer Beth Gumm.
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