This week, we dive into the ear-aching story of Cyrus Massoumi, the founder of ZocDoc, who turned a 4-days of painful frustration into a platform that reshaped healthcare access for millions. Discover how Cyrus pitched his idea to skeptical doctors, overcame relentless obstacles, and signed up his first providers—one doctor’s office at a time.

I’ll also cover:

• 3 lessons you can take from Cyrus’s story (problem/solution, relatability & connection

• What 23% of people are more likely to do if you share a story

• A video featuring Cyrus talking about his early pitch days

Thanks for lending me your ear this week…LG

Founder Story: Cyrus Massoumi

In 2007, Cyrus Massoumi was working as a consultant for McKinsey & Company and traveling for a client engagement. During a flight from Seattle to New York, his eardrum ruptured as the plane descended due to a bad sinus infection and the change in air pressure.

Desperately in need of a doctor, Cyrus turned to his insurance company’s website to find a specialist. Randomly selecting a doctor from the list, he called the office only to be placed on hold and eventually told the doctor was booked for the next few weeks.

This frustrating process repeated itself with other blindly chosen doctors in an unfamiliar city until Cyrus finally secured an appointment—a wait of 4-agonizing days. For a city as bustling as New York, this delay seemed unacceptable.

Growing up in a family of doctors, Cyrus knew there had to be a better way to find and book a doctor. He also recognized that doctors frequently had last-minute cancellations, leaving valuable time slots unfilled. 

Believing that booking a doctor should be as simple as reserving a flight or making a dinner reservation, Cyrus decided to quit his job and create ZocDoc, an online platform to solve this problem.

Launching ZocDoc in 2007 was anything but smooth. Doctors were skeptical, and signing up providers proved to be a significant challenge. Cyrus personally went door-to-door, pitching the platform to doctors. Some turned him away, and a few even called security to have him removed.

Despite the obstacles, ZocDoc launched with 10 New York-based dentists (Cyrus believes he pitched 1,000 docs to get those first 10). In its first month, the platform facilitated only 20 appointments, half of which were fake. 

There was a great deal of skepticism at the outset. Doctors doubted patients would book online, and many questioned whether physicians would pay for such a service. However, ZocDoc tapped into what Cyrus called the "hidden supply of healthcare"—open appointment slots due to cancellations and scheduling inefficiencies—proving its value to both patients and providers.

The platform addressed 3-major pain points:

1. Inaccurate Information: Many doctor’s offices listed incorrect contact details or outdated insurance information.

2. Lack of Reviews: Patients had no way to evaluate a doctor’s quality or read reviews.

3. Inefficient Scheduling: Booking an appointment often involves lengthy phone calls and long wait times.

But Cyrus remained undeterred, continually refining the platform and focusing on exceptional customer service. Through word-of-mouth promotion, ZocDoc began to grow steadily over the next two years.

By offering verified details, patient reviews, and instant online booking, ZocDoc addressed a critical gap in the healthcare system. Patients could quickly find care, while doctors filled last-minute openings—a win-win for both sides. Over time, ZocDoc earned the trust of both patients and providers, leading to exponential growth. Appointments increased by 20–40% monthly, eventually attracting substantial venture capital funding.

Today, ZocDoc connects over 6 million users monthly with 100,000 providers across 200 specialties and is a $100M business. What started as one man’s quest to find a doctor for a busted eardrum has grown into a platform that has reshaped healthcare access for millions.*

Storytelling Lessons:

Cyrus Massoumi’s story of founding ZocDoc from a personal experience of pain and frustration shows how a well-crafted narrative can build a great brand. Here are 3 key takeaways you can leverage for your storytelling: 

1. Start with the Problem-Solution Framework
   Cyrus’s story begins with a relatable problem: the agony of a ruptured eardrum and the frustration of navigating a broken healthcare system. He didn’t stop at identifying the issue; he created a solution—an online platform to simplify booking doctor’s appointments and address inefficiencies.
   
   When telling your story, it helps to start with a specific, personal problem your audience can relate to. Then, present your solution as a natural response. Highlight how it addresses both immediate pain points and broader challenges, just as Cyrus emphasized doctors’ time and hidden healthcare inefficiencies.         ...

2. Connect with Your Audience’s Emotions
   Cyrus shared the urgency and frustration of finding a doctor while in pain—a struggle many can relate to. By making his story personal, he connected deeply with his audience and showed he understood their pain points.
   
   To connect with your audience, share experiences they’ve likely faced and demonstrate how your solution alleviates those frustrations. Emotional connections make your story memorable and inspire trust.
   

3. Use Metaphors and Analogies to Paint a Vision
   Cyrus used powerful metaphors, comparing booking a doctor’s appointment to making a dinner reservation or buying a plane ticket. These analogies made ZocDoc’s concept easy to understand and highlighted the inefficiency of the status quo.
   
   In your storytelling, leverage relatable comparisons to help your audience grasp your idea quickly. A well-chosen metaphor can simplify complex ideas and inspire your audience to envision the possibilities.

PUT IT ALL TOGETHER - By starting with a problem, connecting emotionally, and using effective metaphors, anyone can turn personal frustration into a platform that impacts millions. Use these lessons to craft your narrative and inspire action.

Fun Fact: Stories Change the Brain

Research from Melanie C. Green and Timothy C. Brock at Ohio State University shows that stories work like magic to change people’s minds. 

In fact: 23% more likely to take action after hearing a story compared to just hearing facts. 

Why? Because a good story pulls you in, making you feel like you’re part of it! It’s like letting your imagination ride the rollercoaster of the story.

That’s why Cyrus’ story resonates so well with patients, doctors, and even investors. 

Video to Watch:

In this week’s must-watch video, ZocDoc Founder Cyrus Massoumi: Persistence Is Your Only Ally” takes you inside the early hustle of building a startup.

Hear firsthand what it was like making those first pitches to skeptical doctors, the strategies he used to win them over, and the sheer persistence it took to get ZocDoc off the ground—pitching to 1,000 doctors to secure just 10 yeses.

Cyrus personally signed up every initial doctor, proving that determination is the ultimate startup tool.

Skip to the 30-second mark to dive straight into the action. 

SOFE Issue #017 - The Busted Eardrum That Built a $100M Business

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