Zocdoc, founded in 2007 to let people schedule medical appointments online, has picked seasoned tech marketer Brian Irving as its first chief marketing officer (CMO), ADWEEK has learned.
He joins the digital healthcare business from Lyft, where he’s been CMO since 2024.
Before that, he was CMO at Meta’s Realty Labs, overseeing product marketing for Quest, Portal, and Ray-Ban. Irving was formerly CMO at Eventbrite and led global marketing for Google Play and Airbnb.
Reporting to Zocdoc’s founder and CEO, Oliver Kharraz, Irving will lead Zocdoc’s marketing organization, blending brand and performance to build lasting relationships with patients and some 250,000-plus providers across more than 200 specialisms in the U.S.
He’ll also support the business as it moves beyond being a booking platform that connects patients with doctors to one that improves how they access healthcare more broadly.
Recent updates include a voice AI agent that streamlines phone bookings and a Yelp integration that lets patients go straight from provider reviews to scheduling.
Turning Zocdoc into a ‘generational brand’
Irving told ADWEEK that he had always been drawn to the challenge of making “complicated, high-stakes systems feel simple.”
“There’s nowhere that matters more than healthcare, where people are often left to navigate a fragmented, intimidating maze when they’re at their most vulnerable,” he said.
His goal as CMO will be to help the private business, which claims to reach millions of users each month, evolve from a “functional utility into a generational brand” seen as a go-to for patients and providers.
The brand has a history of leaning on humor in its creative work, with its most recent TV and digital campaign from 72andSunny offering a funny take on the power of choice.
Since its 2007 launch, Zocdoc has raised $426 million across 12 funding rounds, per Tracxn data. The company was valued at roughly $1.8 billion in 2015.
