How ZO Skin Health Built a Secure, Scalable Provider Marketing Hub

The Challenge

ZO Skin Health supports a large and growing global network of physician partners, medical spas, and professional providers. Before Exfluential, sales teams and providers accessed brand assets through an open portal that lacked organization, segmentation, and visibility.

The team faced several key challenges:

• Marketing materials were publicly accessible, limiting control and security
• Providers and sales reps struggled to quickly find relevant assets
• Global markets lacked segmented experiences
• Reporting was limited and difficult to analyze
• Internal teams had little visibility into what content was most utilized

As the business scaled, the team searched for a new solution. They required a secure and structured platform to support providers while maintaining brand consistency across diverse markets.

The Solution

ZO Skin Health implemented Exfluential as its centralized marketing and engagement hub. White-labeled as the “ProPortal,” Exfluential provides a branded, secure, provider-first platform designed to simplify access to marketing and educational resources for the thousands of global ZO Skin Health providers.

The platform hosts: 

• Monthly campaign toolkits
• Social-ready assets with direct sharing capabilities
• Evergreen asset libraries
• Brand guidelines and downloadable logos
• Educational support resources
• Segmented provider hubs by market and loyalty status

By creating a centralized destination for providers and sales teams, ZO Skin Health streamlined how content is distributed, accessed, and activated across its network.

“It’s a one-stop shop for us. We call it our ProPortal,” — Catherine Bersinger, Manager, Professional Marketing, ZO Skin Health. 

The Results

Strong Provider Adoption: The platform now supports thousands of users globally, with providers, office staff, and sales teams regularly accessing content and marketing resources. 

Greater Brand Consistency: Monthly marketing toolkits help align provider marketing activations with ZO Skin Health’s corporate campaigns and messaging priorities.

Improved Visibility into Engagement: The marketing team now uses real-time reporting to understand which assets providers are viewing and downloading most frequently.

This insight helps prioritize future content investments and identify what truly resonates with providers.

Simplified Provider Experience: One of the most impactful improvements came from the platform’s permission-based global search functionality. The enhancement made it dramatically easier for providers and field teams to search and find content shared with them. 

“It takes the guesswork out of marketing for our providers. Without engagement insight, you just might not be focused in the right area. Exfluential continues to innovate. The global search function added last year was the biggest celebration across our field teams and accounts.” — Catherine Bersinger, Manager, Professional Marketing, ZO Skin Health. 

Set Up for Success

As ZO Skin Health scaled its provider enablement strategy, the team applied several operational and strategic best practices that helped improve adoption, usability, and long-term scalability across its provider network.

• Think Through User Access Early: One of the biggest implementation learnings was establishing a clear strategy for managing user permissions and login workflows before launch. ZO Skin Health integrated user management into Salesforce to maintain security, streamline onboarding, and control provider access at scale.
• Organize Content Around Real User Needs: Moving away from a large, unstructured content repository to segmented hubs dramatically improved usability. Organizing assets by market, user type, and loyalty tier made it significantly easier for providers to find relevant content quickly.

What’s Next

After nearly two years with Exfluential, and increasing engagement by 51% year over year, ZO Skin Health is now focused on expanding automation and personalization across the provider experience.

Upcoming initiatives include:

• Expanded integrations with Salesforce
  
  • Automated onboarding for new users
  • CRM-driven permission management
  • Loyalty-tier hub automation
• More direct social-sharing content
• Additional provider business-building resources and best practices

The long-term goal is to create a more intelligent, personalized provider enablement experience that scales with ZO Skin Health and each of their providers’ unique needs.  

“We see Exfluential as a huge lever that we pull to remain an excellent partner to all of our providers,” — Catherine Bersinger, Manager, Professional Marketing, ZO Skin Health. 

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