A prospective patient is an individual actively looking for healthcare services who has not yet booked an appointment. The process by which a person goes from needing care to becoming a scheduled patient involves several distinct stages. Navigating these stages successfully is directly linked to a practice’s ability to attract and retain new patients.
The Modern Patient Search Process
The search for a new healthcare provider has transformed into a predominantly digital process. Today’s patients customize their searches online with detailed criteria, and search engines like Google are often the first stop. About 57 percent of healthcare consumers use the internet to find new providers. For those seeking primary care, the internet is the leading source, followed by insurance company directories and personal referrals.
This online search extends beyond general web queries to specialized platforms. Healthcare consumers use sites like Healthgrades, Vitals, and WebMD to find doctors based on specialty or specific conditions. These platforms and social media sites like Facebook are important for establishing a provider’s online presence. Additionally, about 45 percent of consumers use hospital websites to find affiliated physicians, with 20 percent starting their search there directly.
Key Decision-Making Factors for Patients
Once a prospective patient identifies potential providers, a distinct set of factors influences their final decision. A provider’s online reputation is a significant consideration, with 72 percent of consumers reading online reviews when choosing a new doctor. Patients prefer providers with a rating of four out of five stars or higher, and 80 percent of people find providers with at least five reviews to be more trustworthy.
Beyond third-party review sites, a provider’s own digital assets play a large part in the decision. A professional and easy-to-navigate website is expected, as it provides information on services and physician bios. Over 60 percent of organic searches result in a conversion, such as scheduling an appointment, directly from a provider’s Google Business Profile.
Practical considerations remain a foundation of the patient’s choice. The acceptance of their specific insurance plan is one of the most important factors, alongside the physical location of the office. These logistical elements, combined with convenient office hours, form a baseline of accessibility that a patient considers before they evaluate the provider’s reputation.
Converting Prospects into Scheduled Patients
The final step in the patient journey is turning interest into a confirmed appointment, a process that hinges on a positive initial contact. Whether a prospective patient calls the office or submits an online form, the first interaction is formative. A friendly and efficient response from front desk staff can build confidence.
Making the scheduling process as simple as possible is an effective conversion strategy. Offering an online booking portal allows individuals to schedule appointments at their convenience, removing the barrier of having to call during office hours. This convenience is a growing expectation among healthcare consumers.
Responding to patient engagement online is also a powerful tool for conversion. About 65 percent of patients believe it is important for providers to respond publicly to reviews. This engagement shows that the practice is listening and helps build brand affinity. Prompt and professional communication fosters trust and can be the final element that convinces a prospective patient to schedule their first visit.