Beyond Booking: Zocdoc's New Campaign Bets on Humor and Humanity

NEW YORK, NY – January 05, 2026 – In an increasingly complex and often impersonal healthcare landscape, Zocdoc is making a bold play for the human element. The healthcare booking platform has launched its 2026 national campaign, “You’ve Got Options,” a series of witty, relatable advertisements designed to infuse humor and empowerment into the daunting process of finding a doctor. Developed with acclaimed creative agency 72andSunny, the campaign challenges the long-held patient belief that when it comes to healthcare, you have to take what you can get.

The campaign, which began rolling out across TV, streaming, social media, and audio platforms on December 29, 2025, is built on a simple yet powerful premise: there is no single “best” doctor, only the best doctor for you. It’s a message that aims to shift Zocdoc’s brand perception from a convenient booking utility to a trusted ally in a patient's health journey.

A Dose of Humor for a Stressed System

Moving away from the sterile and often fear-based messaging common in healthcare advertising, Zocdoc’s campaign uses humor to connect with consumers. The ad spots are vignettes of distinct patient moments, highlighting the relief of finding a provider who truly fits.

In “Mom Down,” a sick mother navigates past providers who might rush her, ultimately using Zocdoc to find a doctor who offers not just care, but a much-needed moment of peace. Another spot, “Can I Get a Doc,” features a fast-talking livestock auctioneer, played alongside 2025 World Livestock Auctioneer Champion Dean Edge, who feels unheard and uses the platform to find a therapist who genuinely listens. Other ads showcase a fearless skydiver who is terrified of the dentist and two goth friends who are pleased to find an eye doctor who respects their desire for minimal conversation.

“Patients have been conditioned to believe that beggars can't be choosers when it comes to their care, but we reject that notion,” said Jessica Aptman, Chief Communications Officer at Zocdoc, in the company's announcement. “This campaign celebrates that agency we give patients when it comes to finding a provider who actually fits their needs—as multifaceted and personal as those needs may be.”

The collaboration with 72andSunny, an agency known for its disruptive and culturally relevant work, was intentional. “What's special about Zocdoc is how it makes healthcare feel simple and human again,” noted Ashton Rose, Creative Director at 72andSunny. “So we wanted the films to feel the same way – refreshing, enjoyable, and like a breath of fresh air for the category.”

Data-Driven Empathy

Behind the campaign's wit is a foundation of hard data. The themes explored in the ads are directly informed by Zocdoc's third annual “What Patients Want Report,” a comprehensive study released in December 2025. The report, which analyzed millions of bookings and surveyed 1,000 U.S. adults, paints a picture of a strained and often disempowered patient population.

One of the most striking findings was a decline in the company’s own Patient Empowerment Index, which dropped from 55.8 in 2024 to 50.6 in 2025. The report revealed a 35% increase in Americans who feel they have “no control at all” over their healthcare, and a 25% jump in those who find it difficult to access care. This sense of powerlessness is the central problem the “You’ve Got Options” campaign seeks to address.

The data also validates the specific scenarios in the ads. The “Mom Down” spot reflects the report’s finding that women are the primary “healthkeepers” for their families, with 76% of all appointments for others on the platform being booked by women. Similarly, the “Can I Get a Doc” ad, which focuses on mental health, taps into a significant trend: a 46% year-over-year increase in therapy bookings among men in 2025.

“This campaign shines a light on the invisible weights patients carry,” Aptman stated. “We’re showing that Zocdoc doesn't just make getting care easier, it brings much-needed agency and humanity to the process as well.”

From Utility to Ally: A Strategic Brand Evolution

This campaign marks a significant step in Zocdoc’s evolution. By doubling down on the “You’ve Got Options” message from its successful 2025 creative, the company is solidifying a strategic shift from a transactional booking tool to a patient-centric advocacy platform. The goal is to build a deeper emotional connection with users, positioning the brand as an indispensable partner in navigating the healthcare system.

However, this patient-first marketing approach exists within a complex ecosystem. While Zocdoc empowers patients with choice, some healthcare providers have voiced concerns about the platform's business model. Industry reports and online forums for medical professionals have highlighted dissatisfaction with the company's per-booking fee structure. Providers report paying a fee for each new patient appointment booked through the platform, regardless of whether the patient shows up, which can lead to high patient acquisition costs, especially with reported high no-show rates for appointments booked via the service. This provider-side friction represents a challenge for the company as it works to grow its network and deliver on its promise of broad patient choice.

Balancing the needs of patients with the business realities of providers is a critical tightrope for any healthcare marketplace. Zocdoc’s strategy appears to be betting that a superior, empowered patient experience will ultimately create a valuable and loyal user base that providers cannot afford to ignore.

Reshaping the Healthcare Narrative

Ultimately, Zocdoc’s 2026 campaign is more than an advertising effort; it’s an attempt to reshape the consumer healthcare narrative. In a system where rising costs are making in-network status a non-negotiable for many, and where average wait times are increasing nationally, the ability to quickly find a provider who is available, affordable, and a good personal fit feels like a radical proposition.

The campaign champions the idea that personal preferences—whether it’s a doctor’s communication style, their ability to create a sense of safety, or their understanding of a patient’s unique life pressures—are not frivolous demands but essential components of quality care. As Zocdoc's CEO Oliver Kharraz has predicted, even as AI becomes a go-to tool for pre-care tasks like symptom checking, the demand for human-centric care in high-stakes moments will only grow.

By placing humor, humanity, and choice at the forefront, Zocdoc is making a clear statement about the future of healthcare. It's a future where technology doesn't just create efficiency, but also fosters connection, and where patients are no longer passive recipients of care but active, empowered architects of their own well-being.