Based in Auckland, New Zealand, The Clinician is a global team of medical doctors, health informaticians, data scientists, engineers, and project managers driven by the vision of a better future for healthcare. Its cloud-based platform, ZEDOC, supports remote patient monitoring and care coordination across the healthcare ecosystem.
The Clinician needed to grow qualified demand for a complex software offering, and to do it across a mixed audience of tech enthusiasts and tech skeptics while supporting international expansion. Bracken was engaged to position the platform, scale its content and search presence, and turn traffic into sales-qualified leads.
What Made This Difficult
Selling cloud software into healthcare means winning credibility with clinical buyers who range from early adopters to outright skeptics. Five challenges shaped the work.
A complex cloud platform had to be positioned clearly for both tech enthusiasts and tech skeptics across the healthcare ecosystem.
Two identities had to coexist: ZEDOC the product and The Clinician the company each needed distinct, non-competing messaging.
Digital health buying is credibility-driven, so the site had to convert genuine interest into qualified leads, not just accumulate visits.
International growth ambitions meant reaching and converting new audiences beyond the existing base.
Results had to show up fast and be measurable, on a compressed timeline running September through December 2021.
How Bracken Solved It
Bracken built a full-funnel program: a messaging foundation that separated product from brand, cornerstone content to anchor the category, and an organic-plus-paid search engine to grow qualified traffic. The channel mix was designed to repeat.
Messaging Guide
Bracken developed a messaging guide that cleanly separated ZEDOC's product story from The Clinician's company brand, so each could be marketed without diluting the other.
Cornerstone Content
The team created the eBook "An Introduction to Digital Care Pathways" and a supporting pillar page, establishing category authority and a clear entry point for prospects.
Content & PR Engine
A steady stream of blog posts and press releases built search authority and earned visibility across the healthcare ecosystem.
Organic & Paid Search
Bracken paired SEO with PPC advertising to expand reach to new and international users, growing qualified traffic rather than raw impressions.
Conversion Focus
Content and campaigns were aligned to drive sales-qualified leads and lower cost per lead, keeping the program tied to commercial outcomes.
Measurable Outcomes
Marketing a multi-product cloud platform to a mixed clinical audience takes messaging discipline first, then a content and search engine to carry it. Bracken did both for ZEDOC, separating product from brand and turning a complex digital health offering into measurable, sales-qualified growth.
Common Questions
Marketing a cloud-based digital health platform starts with positioning that a mixed audience of tech enthusiasts and skeptics can trust, then builds a full-funnel content and search engine to convert interest into qualified leads. For ZEDOC, Bracken paired a messaging guide with cornerstone content, PR, and organic-plus-paid search, growing overall users 85% and halving cost per lead. Credibility and clarity matter more than volume in this market.
When a company and its product both need visibility, the answer is a messaging guide that gives each a distinct role, so the product story and the corporate brand reinforce rather than compete with each other. Bracken did this for ZEDOC and The Clinician, separating the platform's value proposition from the company narrative. This is especially important for companies with multiple products under one parent brand.
Sustained, qualified traffic growth in digital health comes from cornerstone assets such as pillar pages and eBooks, a consistent content and PR cadence, and combined organic and paid search aimed at the right audiences. In this engagement that mix drove an 85% increase in users, a 92% increase in new users, and a 94% increase in sessions between September and December 2021. The goal is qualified reach, not vanity metrics.
Educational, category-defining content tends to drive the strongest sales-qualified leads in digital health, because clinical buyers reward authority and clarity. Bracken anchored ZEDOC's program with the eBook "An Introduction to Digital Care Pathways" and a pillar page, supported by blogs and press. The result was the best sales-qualified leads Bracken has seen in the space, plus new commercial opportunities.
