case study:
zocdoc
the big picture
For over 17 years, Zocdoc has made the healthcare experience simpler and more accessible through their digital marketplace. While the search for a doctor has historically been difficult and unpleasant, Zocdoc enables patients to find in-network providers, instantly book appointments, read reviews, get reminders for checkups and more in one convenient and innovative platform.
In 2024, Zocdoc was looking for new ways to make their brand and their mission more resonant with patients and providers alike. Zocdoc recognized sonic branding as a powerful way to build emotional connections and create memory triggers across touchpoints such as audio advertising and social media.
Zocdoc partnered with global sonic branding agency Made Music Studio to create a sonic logo that could support their mission to give power to the patient. The resulting sonic identity is a musical expression of momentum, triumph and accomplishment.
Zocdoc has steadily grown our awareness and we continue to push into new channels. Adding a sonic logo to our toolkit was an important step forward juncture, especially considering how evocative and resonant sound can be in reaching new audiences and cementing a lasting brand connection.”
Jessica Aptman, Chief Communications Officer
the challenge
Zocdoc already had a strong toolkit of brand elements, such as their cheerful yellow color palette, clever voice & tone and expressive “Zee” visual logo. But with their continued expansion of marketing channels such as streaming audio and podcasts, Zocdoc needed a way to make an impact with patients and providers, even when their visual brand could not be seen.
Along with audio advertising partner Oxford Road, Zocdoc recognized sonic branding as a powerful way to build emotional connections and create memory triggers across audio-first touchpoints.
“We're living in 'The Age of Audio,'” says Oxford Road’s Stew Redwine (Head of Creative). “That's the melody of the moment that Zocdoc heard at our CAO Messaging forum back in March 2024, and not long after we intro'ed our friends at Zocdoc to our friends at Made Music Studio.”
With this in mind, our challenge was to develop a strategically crafted sonic identity to boost attribution, consistency and distinctiveness throughout Zocdoc’s growing brand ecosystem. The sound of Zocdoc needed to be bright, optimistic and musically capture their mission to give power to the patient.
the approach
In the span of two seconds, we needed to capture the emotional core of the Zocdoc brand. We focused on bringing a human element to the digital platform, designing a sonic mark that expresses the triumphant moment of finding and booking an appointment on Zocdoc. This way, the more audiences hear the sonic logo, the more they will associate it with the support, simplicity and optimism Zocdoc brings to a healthcare experience that is often stressful or confusing.
Zocdoc’s first-ever sonic logo, called “The Little Victory,” is an instantly appealing and uplifting audio cue. Its sunny and bright sound design and ascending melody capture the satisfying “I Did It!” moment that patients feel when using the platform. And for providers, this moment of triumph resonates as well when Zocdoc helps new patients book with them, to help their practice grow.
The logo is composed of “a lot of warm, human sound that naturally feels encouraging and optimistic,” says MMS’ John Taite (EVP, Global Brand Partnerships + Development). It concludes with a sonic “wink”, which evokes a “checkmark” for completion and Zocdoc’s trademark sense of humor. “In that short space of time, you’ve got this musical journey of challenge, triumph, accomplishment.”
All together, the musical expression delivers a memory trigger for the triumphant feelings that Zocdoc provides:
The celebratory feeling of relief in taking care of yourself
A sense of accomplishment in utilizing Zocdoc’s helpful and simple technology
Confidence and trust that the platform will help providers’ practices grow
the results
Zocdoc’s sonic logo launched as part of their 2025 national TV advertising campaign, “You’ve Got Options,” produced in partnership with creative agency 72andSunny. The audio asset is a powerful addition to Zocdoc’s brand identity, amplifying the impact of their visual identity and adding value to every brand message at every touchpoint.
“Here we are in the present with Team Zocdoc, having completed their work with the wizards at Made Music Studio, with a sonic identity that won't just be heard — but felt and remembered,” says Redwine. “At Oxford Road, that's exactly the impact we love making — because we just want the ads to work.”
Along with the sonic logo, Zocdoc has further expanded their sonic system with on-brand music through Made Music Studio’s revolutionary branded music platform, Continuum™. You will hear these tracks throughout podcasts, streaming audio, social media, provider videos and more. No matter where it’s heard, the sonic identity is a reminder for patients and providers that Zocdoc is on their side.
creative team
Danielle Venne – Executive Music Producer
Broox Carmona – Music Producer
Simon Thomas George, Lucas Murray – Composers + Music Co-Producers
Chandler Lane – Senior Account Executive
Joel Beckerman – Founder + Music Producer
72andSunny – Advertising Agency
Oxford Road – Audio Advertising Agency