Zocdoc appears to change creative agencies just as its first chief marketing officer takes the reins.
The healthcare booking platform tapped SpecialGuest for "Ready to Be Seen?"
This makes the campaign Brian Irving's first since joining Zocdoc as CMO.
The move also marks a change after five years with 72andSunny, the brand's creative AOR since 2021.
72andSunny was still described as Zocdoc's longtime AOR in the company's January 2026 campaign.
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Irving already knew SpecialGuest from previous work at Lyft and Meta Reality Labs.
The agency now has the brief for a campaign that asks patients what it means to both get seen and feel seen.
"Patients shouldn't have to work this hard or compromise this much to get great care," Irving said in a press release.
"That's what 'Ready to Be Seen?' is about."
The agency change gives Irving an early chance to put his own creative relationship around Zocdoc's next chapter.
Zocdoc Prioritizes Patients' Personal Fit
"Ready to Be Seen?" takes the familiar phrase associated with a doctor's office and gives it a second meaning.
Patients want an appointment, but they also want a doctor who understands their needs.
SpecialGuest developed the campaign around specific patient truths.
The hero spot follows a runner seeking a podiatrist who understands his marathon plans.
An OOH placement features a patient seeking an allergist who accepts both her girlfriend and her cat as part of the package.
"A patient's need for care is one of the most personal things in their lives," said Aaron Duffy, co-founder and CCO of SpecialGuest.
"Patients want to feel seen."
The campaign runs across TV, audio, social, and digital for several months.
Out-of-home placements will also appear in New York City and Houston.
The work gives the creative agency room to make provider selection feel personal while keeping Zocdoc's booking product messaging.
71% of Patients Will Be Honest if They Feel Understood
Zocdoc's campaign survey shows why the company is selling both speed and provider fit.
Forty-two percent of patients say finding and booking a doctor feels like finding a needle in a haystack, while 48% dread the process.
Another 71% say finding the right doctor matters as much as getting an appointment quickly.
Zocdoc also found that 71% of patients are more likely to be honest with a doctor when they feel understood.
Zocdoc's 2025 "What Patients Want" report adds behavioral data to the picture.
Patients viewed an average of 21 providers before selecting a doctor.
Meanwhile, 84% returned to the same provider when rebooking within the same specialty.
The numbers suggest healthcare search has a consumer-choice problem.
This gives Zocdoc a reason to market the quality of the match alongside appointment access.
The data shows where healthcare marketers can make provider selection easier for patients.
- Choice needs context. Healthcare brands should surface relevant provider details to help patients make confident decisions.
- Speed can influence selection. Healthcare marketers should highlight near-term availability to reduce hesitation during the booking process.
- Good matches can encourage brand loyalty. Providers should create stronger patient-provider fit to increase the likelihood of repeat bookings.
When healthcare brands make selection easier, they can compete on the patient experience before the appointment begins.
Our Take: Can a New CMO Reset an Agency Relationship?
Irving's previous work with SpecialGuest gives the change a clear personal link.
The timing also gives Zocdoc a chance to establish a new creative voice without abandoning its core product promise.
"Ready to Be Seen?" keeps appointment access central while giving the brand a more human reason to care about provider selection.
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Zocdoc confirmed SpecialGuest worked on this campaign, but there is no confirmation that the company replaced its AOR.
The account structure could look different on future campaigns.
But one campaign can signal a new creative relationship without confirming a permanent agency change.
We will be watching whether SpecialGuest’s involvement continues after this campaign.
Healthcare brands need creative that can make complex services easier to understand.
Explore these top healthcare marketing agencies on DesignRush to find teams built for the category.
