Zocdoc: Understanding and Exploring the Market Penetration in Texas

Zocdoc: Understanding and Exploring the Market Penetration in Texas

  • Case
  • Teaching Notes
Abstract

Zocdoc is an online medical scheduling service that allows patients to search for physicians in their neighborhood and schedule instant appointments online. Zocdoc also allows patients to filter physicians by their specialization, which insurance they accept, languages spoken, physician gender, and patient satisfaction ratings. However, this service becomes effective only if physicians can be persuaded to use Zocdoc for scheduling purposes. This is an important factor because the business model of Zocdoc is patient-centric; it allows patients to schedule appointments free-of-charge but requires the physicians to pay an annual subscription fee. For that fee, Zocdoc handles patients’ appointment bookings and connects physicians with new patients. Because of this asymmetric subscription model several physicians do not purchase Zocdoc’s online portal service to schedule appointments, although their practices are listed in its system. Interestingly, it has been found that physicians with practices in major population hubs are significantly more inclined to use the Zocdoc scheduling services compared with the practices located in relatively isolated cities. Given the situation, this case requires students to brainstorm ideas by which more physicians (buyers) in these isolated areas can start registering for such online services so that health care facilities are made more easily available to the public. That apart, students will also need to identify the target market (patients), and its characteristics (both demographic and psychographic) for such an online service.

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