Zoom is a company experiencing rapid growth due to its optimization of telehealth and virtual care. Despite Zoom being originally a video conference platform, Zoom now holds 36% of the US national telehealth market, with the industry projected to grow to $150.1 billion by 2030 (23.8% CAGR). Zoom's growth has not only been driven by strategic marketing but also through partnerships and integrations, such as with AI-driven clinical documentation tools (e.g., Suki). On the marketing side, it has touted values of trust, reliability, and compliance, marketing its HIPAA-compliant platform as secure and dependable. Furthermore, they have also expanded their use case beyond just patient visits to provider-to-provider communication, medical training, and virtual health education. 

Zoom has also leveraged content-based marketing by distributing webinars and hosting virtual events to build thought leadership and demonstrate real-world use cases of its platform, enabling potential clients to visualize practical applications. 

At the core of Zoom's growth has also been the ability to scale its infrastructure rapidly in response to sudden demand. For example, during the pandemic, it swiftly responded to user needs, supporting their air of reliability. However, as they watch their success, people have raised questions about how Zoom will fare in the long term, once pandemic-driven demand has stabilized. Should Zoom begin to pivot from marketing efforts on trust and data privacy to tech features and user experience now? Regardless of how Zoom fares, its progress thus far already demonstrates how effective marketing, built on credibility, adaptability, and partnerships, can drive growth in emerging healthcare markets.