Building an Online Health Care Brand (from Scratch)

By Guest Blogger

03/28/16

ZappRx is revolutionizing the way physicians and pharmacists are treating, communicating, and providing patients with medicine and medical care—all on a safe and secure digital platform.

Building an online health care company sounds challenging enough—and we’ll leave that to the experts—but how do you build an online health care brand? And how do you do it from scratch?

Emily Thompson is the marketing communications manager at ZappRx. We sat down with her to learn more about how ZappRx is marketing its innovative service and experience to a very unique audience.

Touchpoint: From a marketing perspective, what informed (and continues to inform) your decision-making re: the user experience of your site?

Emily Thompson: Our product helps physicians, pharmacists, and patients quickly navigate the specialty drug prescribing process. So naturally, our brand is built on the values: simplicity and ease of use. We work to embody these values in all of our marketing communication. It’s also why, when evaluating our work, we ask ourselves if it’s simple, straightforward, and easy to use.

We’re a digital health startup that is developing innovative, disruptive technology in an outdated industry. Therefore, it’s also critical that we stay on top of design and user experience trends—and ensure these trends come through via our brand. A few web design trends we make use of are hero images, flat design, minimalism, ghost buttons, slight animation, and simple typography.

Touchpoint:
The graphical elements of ZappRx.com have a youthful, “hip” feel to them, but are also credible in the information they capture (i.e. almost as though, in some cases, they were extracted from infographics). What inspired this creative orientation?

Thompson: Edgy and colorful can be informative, too. In fact, that’s our goal. We want to draw readers in visually and then supply them with data-driven content about our complex industry.

Our brand color palette includes blue, orange, and shades of gray. Blue represents empathy and compassion, which are two important traits in health care. Meanwhile, orange represents innovation, passion, and energy—some of the core values of our team.


Touchpoint:
Contrary to companies in other industries, your social media strategy appears to be lean and targeted with three platforms (Facebook, LinkedIn, and Twitter). Is this is a function of maintaining focus? Or is your audience simply not one that inhabits many online communities? How does social media engage your followers?

Thompson: We want to be where our customers and users are engaging in conversations online. We’ve found they’re most active on Twitter, LinkedIn, Facebook.

Touchpoint: You blog with admirable regularity. What is your aim in doing so? How do your SMEs/thought leaders manifest in your blog distributions?

Thompson: We believe if you want to truly reach and engage with an audience, you have to demonstrate that you will publish content with predictable regularity. We try to strike a balance between not enough and too much. Right now, publishing content once per week feels like just the right amount.

Touchpoint: What role, if any, does video play in your content strategy? Does it direct consumers to your site?

Thompson: Video has become one of the most powerful content marketing tools. In 2016, it’s our goal to build on our video strategy. In health care, in particular, customers like to hear as directly as possible from people like them. The best way to do that efficiently is through video. There will still be a role for the traditional, written case study, but we feel like video customer testimonials will continue to be a valuable way to share the value that customers are experiencing.