Patients today rely on online search, reviews, social media, and word-of-mouth recommendations to find and choose a healthcare provider. However, many face frustrations during this process, from unclear insurance information to difficulty booking an appointment.
Medical practices that understand these challenges, and work to remove them, will attract more patients, build trust, and create a seamless experience for those searching for care.
This article explores how patients search for providers, the obstacles they face, and how medical practices can position themselves for success.
How Patients Search for Medical Practices
Online Search and Provider Directories
Most patients start their search online. According to a 2024 survey, 46% of patients use search engines and insurance provider directories to find new doctors (TechTarget, 2024).
Patients typically look for:
- Doctors within their insurance network
- Providers near their home or workplace
- Specialists for specific conditions or treatments
Medical practices that optimize their Google Business Profile, keep their website updated, and ensure their information is accurate in insurance directories are more likely to be found by prospective patients.
The Role of Online Reviews
94% of healthcare consumers read online reviews before choosing a provider, and nearly 50% would go out-of-network for a doctor with excellent reviews (Invoca, 2024).
Patients rely on reviews to evaluate:
- Provider reputation and bedside manner
- Ease of scheduling and office efficiency
- Cleanliness and professionalism of the practice
Practices that actively collect and respond to reviews, especially on Google, Healthgrades, Vitals, WebMD, and other platforms, can build trust with prospective patients and influence their decision-making.
Social Media and Word-of-Mouth Recommendations
Social media plays an increasing role in patient decision-making. 75% of patients say social media content from healthcare providers has influenced their choice of treatment or hospital (Market.us, 2024).
Practices that maintain an active social media presence can:
- Share educational content to demonstrate expertise.
- Post behind-the-scenes videos to humanize providers.
- Highlight patient testimonials (with consent) to build credibility.
Additionally, personal recommendations still matter. Patients frequently ask family and friends for provider referrals and then look them up online to confirm their reputation.
Challenges Patients Face When Searching for a Provider
1. Difficulty Determining Insurance Coverage
Many patients struggle to confirm whether a provider accepts their insurance, leading to delays in scheduling or out-of-network surprises.
2. Lack of Available Appointments
Highly rated providers often have long wait times, making it difficult for new patients to access care.
3. Overwhelming Number of Choices
Patients may struggle with too many provider options, making it difficult to decide.
4. Outdated or Inconsistent Online Information
Patients often find conflicting contact details, office hours, or addresses when searching for a provider.
5. Confusing or Unclear Services Offered
Many patients don't understand what a provider treats, especially in specialties like dermatology, orthopedics, or cardiology.
How Medical Practices Can Be Easier to Find
1. Optimize for Local Search
- Claim and optimize your Google Business Profile.
- Ensure accurate contact information across all directories.
2. Invest in Paid Search and Social Media Advertising
- Use platforms like Google Ads and Meta Ad Manager to target local patients actively searching for care.
3. Build an Engaging Social Media Presence
- Share educational content that answers common patient questions.
- Post team introductions and behind-the-scenes videos to differentiate your providers.
4. Get Featured in Local News and Community Publications
- Reach local audiences by contributing health columns or expert opinions to local media outlets.
5. Strengthen Partnerships With Local Businesses
- Collaborate with complementary businesses to develop referrals.
6. Use Video Marketing on YouTube and Facebook
- Create doctor introduction videos to establish a personal connection.
- Use local keywords in video descriptions to improve searchability.
Conclusion
Patients rely on search engines, online reviews, social media, and recommendations to find medical providers. Medical practices that optimize their online presence, actively manage their reputation, and engage with patients on digital platforms will be easier to find and more likely to be chosen.
By improving local SEO, online reviews, social media engagement, appointment accessibility, and paid advertising, practices can attract more patients.