Priority Health
Experience with one of Michigan's largest health plans, doing member-facing marketing where clarity, accessibility and trust aren't nice-to-haves, they're the entire job.
Industries · Public health 04
Communications that change behavior, not just raise awareness.
Public health is the hardest kind of marketing. You're not selling a product, you're asking real people to change what they do, in the languages they speak, against real hesitancy. We build behavior-change systems that reach the communities that matter and prove the outcomes in the numbers.
Why us 01
Behavior change is a system problem, so we run the whole system.
A single PSA doesn't move a vaccination rate. Sustained, coordinated communication does: research to understand the hesitancy, creative that respects the audience, paid media that reaches them where they actually are, landing experiences built to convert, and analytics that tell you what's working in real time.
Our team has built exactly that for state public-health agencies and health systems: not just bold creative, but the engineering and measurement underneath it: multilingual, culturally-competent, and accountable to the KPI. That's the difference between a campaign that ends and a system that compounds.
See our PR & communications work →
Research · creative · media · measurement
Every public-health program we run moves through the same connected system: never a one-off ad, always a loop. We listen for the real hesitancy, build creative the community actually trusts, place media where at-risk audiences really are, and wire the whole thing to live dashboards so the outcome is never a guess.
It's the same disciplined sequence behind the statewide MO Vax effort below: respect the audience, run the whole system, and prove the result in the numbers.
What we do here 02
From hesitancy research to measured outcomes: the full behavior-change stack.
Public-sector and health work demands more than ads. It demands rigor, accessibility, transparency, and respect for the people you're trying to reach. Here's how that shows up.
Behavior-Change Comms
Campaigns engineered to move an action (vaccination, screening, enrollment), not just impressions.
Multilingual & Culturally Competent
Messaging built for the communities it serves, in the languages they speak, with the nuance they deserve.
Research & Listening
Surveys, focus groups and stakeholder sessions to understand real hesitancy before a dollar is spent.
In-House Paid Media
Search, social, programmatic, CTV/OTT, audio and OOH, placed to reach at-risk and underserved audiences.
Creative & Content
Video, design and brand journalism that earns trust instead of talking down to the audience.
Accessible Digital Experience
Landing pages and microsites built to WCAG 2.1 AA: accessible by default, fast, and built to convert.
Data & Analytics
GA4, dashboards and attribution so agencies and stakeholders can see outcomes in real time.
Grant & Compliance Fluency
Work built to survive procurement, reporting requirements and public scrutiny, with full transparency on every KPI.
Rapid Response
Crisis and time-sensitive communications for fast-moving public-health moments, ready when they matter.
Flagship work 03
Missouri MO Vax — a statewide system that reached 147M+ impressions.
A note on attribution: this is work our senior team led, executed during a prior agency tenure. We present it as the credential you'd be hiring (the experience, not a Zoned-the-company client logo).
Statewide vaccine confidence, measured end to end
Missouri needed to move vaccine confidence across an entire state: urban and rural, multiple languages, deep and varied hesitancy. Our team built the system: audience research, culturally-competent creative, in-house paid media across digital, video and audio, and accessible landing experiences, all wired to real-time reporting so the state could see exactly what was working.
The result was reach at genuine statewide scale, with the kind of recognized creative quality that's rare in public-health work. It remains the clearest example of how we think about behavior change: respect the audience, run the whole system, and prove the outcome.
Statewide · multilingual · measured
The work behind the work 03b
You can't change a behavior you haven't listened to first.
Vaccine confidence isn't one problem. It's socioeconomic access barriers, misinformation, distrust of public-health agencies, and skepticism, all at once, and all different community to community. So before a single ad was made for MO Vax, our team went and listened.
Research first · message second
For Missouri, that meant a statewide online survey of 900 residents, 11–12 statewide focus groups, dedicated sessions with local health departments, and in-depth interviews with healthcare providers, because the research showed providers themselves weren't confident having the vaccine conversation.
Only then did creative concepts get built, and even those were put back in front of Missourians in a second survey, so the campaign that ran was the one residents told us would actually land. That feedback loop is the difference between a message that's clever and a message that moves.
How we run research & communications →Speak to the real audience
Adults 18–64, parents of children 2–17, and residents in high social-vulnerability (SVI) areas. Each segment got messaging built for them, not lumped together.
Arm the trusted messenger
A Health Care Professionals' Resource Hub with one-pagers, tools, and videos filmed with three Missouri physicians, so providers could hear peers model the conversation.
Hundreds of messages, not one
Hundreds of distinct ads and messages, tailored to young adults, parents and the 50+ audience across paid social, search, display and out-of-home.
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impressions delivered across the statewide MO Vax effort
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video views from creative built to earn trust
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landing-page views on accessible, conversion-ready experiences
Gold & Silver
2025 Ragan PR Daily Content Marketing Awards
Measured, not assumed 03c
Reach is only the start. The harder test is reaching the people who are hardest to reach.
In public health, an impression that lands in an already-vaccinated, already-trusting household is a wasted dollar. The mandate is to reach the under-served and then prove you did. On MO Vax, of the top 30 counties for landing-page click engagement, 10 were medium-to-high social-vulnerability areas: the audience the campaign existed to move.
Every channel was wired to live reporting, so the state could see (not assume) where attention was coming from and where the budget should go next. That's what accountable public-health media looks like.
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clicks on digital ads across the statewide MO Vax effort
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TikTok ad engagements reaching parents where they already are
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top click-engagement counties were medium-to-high social-vulnerability areas
A note on attribution: the MO Vax figures above are work our senior team led during a prior agency tenure. We present them as the credential you'd be hiring (the experience and the discipline), not a Zoned Marketing client engagement.
Beyond the public sector 04
Health systems and payers, too, where trust and compliance are the brief.
Public-health thinking doesn't stop at the agency door. Our team's healthcare experience spans large regional health systems and payers, where the same disciplines apply just as directly: accessible experience, measured media, and communications built on trust.
Health systems · payers · accessible by default
Spectrum Health
Work alongside a major regional health system, connecting people to care with communications grounded in measured outcomes and a deep respect for the patient.
The shared playbook
Whether it's a state agency or a health system, the system is the same: research the audience, build accessible experiences, place media that reaches them, and prove it with data.
Explore the full system →How we work 05
A method built for the stakes: accountable, accessible, and honest about what moves.
No black boxes. Public-health partners get a clear sequence, clear KPIs, and a team that tells them the truth about what's working.
Listen first
Research, surveys and stakeholder sessions to map the real hesitancy and the communities behind it, before any creative is made.
Build the creative on trust
Multilingual, culturally-competent messaging that respects the audience and earns attention rather than demanding it.
Reach them where they are
In-house media across search, social, programmatic, CTV, audio and OOH, placed to find at-risk and underserved audiences.
Convert on accessible ground
WCAG 2.1 AA landing experiences engineered to turn attention into an action: an appointment, a sign-up, a step taken.
Measure in the open
GA4, dashboards and attribution that show stakeholders real outcomes in real time, transparent on every KPI.
Learn and compound
Every cycle sharpens the next. The system gets smarter, the cost-per-outcome drops, and the impact keeps building.
Related practices 06
Public health rarely travels alone.
The same regulated, public-facing rigor runs through everything adjacent. If public health is your brief, these probably are too.
Government & Public Sector
Behavior change, grant compliance and regulated complexity: home turf for our team.
Explore →
Higher Education
Enrollment and lead-gen marketing, connecting the right students to the right programs.
Explore →
Economic Development
Place and opportunity marketing at statewide scale: talent, business and investment.
Explore →Let's talk 07
Have an outcome you need to move?
Tell us what behavior you're trying to change and who you need to reach. We'll tell you honestly whether we're the right partner, and if we are, exactly how we'd build the system to do it.