Case Study - Healthcare
A diagnostics chain that became the second opinion people trust
+67% appointment bookings
- Appointment bookings
- +67%
- No-show rate
- -38%
- Average patient rating
- 4.8
The case at a glance
Meridian Health had modern machines and an old-fashioned brand: patients assumed expensive meant unnecessary, and GPs hesitated to refer. Zoolyum positioned the chain around clarity - 'Answers, not anxiety' - rebuilding reports, signage, and referrals, lifting bookings 67% in four months.
Client
Meridian Health
Industry
Healthcare
Timeline
4 months
Disciplines
Brand Strategy + Digital Design
The problem
A growing diagnostics chain with modern machines and an old-fashioned brand. Patients assumed expensive meant unnecessary, and GPs hesitated to refer.
Every engagement opens here - the ground, read honestly.
Price read as a warning sign
We reframed cost as clarity: report layouts and signage that make patients feel informed rather than processed.
GPs would not refer by name
A dedicated referral portal plus consistent verbal identity across 11 branches gave physicians something reliable to recommend.
Missed appointments leaked revenue
An appointment system with a reminder lifecycle cut the no-show rate by 38%.
The solution
What we did about it.
We positioned Meridian around clarity, not fear: 'Answers, not anxiety.' Every touchpoint — from the report layout to the waiting-room signage — was rebuilt to make patients feel informed rather than processed.
- Positioning and verbal identity across 11 branches
- Report and results experience redesign
- Physician referral portal
- Appointment system with reminder lifecycle
How we overcame
How the position was taken.
- 1
Positioning & verbal identity across 11 branches
- 2
Report and results experience redesign
- 3
Referral portal for practicing physicians
- 4
Appointment system with reminder lifecycle
Toolbox
What it was built with.
Design
- Figma
- Adobe Illustrator
Build
- Next.js
- Tailwind CSS
Growth
- Google Ads
- Google Analytics 4
AI
- Claude (message testing)
The frames
The work, in frames.
Hover to lean in. Click any frame to view it full-size.
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Position held
The numbers after the engagement.
+67%
Appointment bookings
-38%
No-show rate
4.8
Average patient rating
“Doctors refer to us by name now. That didn't happen before the rebrand.”
Questions, answered
What prospects ask us.
How did Meridian lift bookings 67%?
By positioning around clarity instead of fear and rebuilding every patient touchpoint - reports, signage, referrals, reminders - as one system.
How did you win GP referrals?
A referral portal for practicing physicians plus identical verbal identity across all 11 branches made Meridian easy to recommend by name.
How long did the engagement take?
Four months, covering positioning, identity rollout, and the digital systems.
Facing a similar problem?
Meridian Health started with one conversation about where their market was heading. If your category has the same pattern, the same method applies - the terrain is read before we move.