Patients aren’t waiting for referrals—they’re searching online, reading reviews, and making decisions fast. As a provider yourself, you may be wondering: how are patients finding healthcare providers?
In this article, we’ll break down the latest data on how patients are finding healthcare providers, what influences their decisions, and how they prefer to book appointments. By understanding these trends, you can strengthen your online presence and increase patient bookings.
As a leading healthcare SEO and digital marketing agency, Sagapixel helps providers like you improve their online presence to show up wherever patients are searching. Schedule a call with us today– we’ll help you reach more potential patients and grow your practice.
How many people use Google to find a new doctor?
46% of patients use Google to find a new healthcare provider. Another 46% check their insurance provider’s online directory—often found through the same search. If your practice doesn’t appear in both places, you’re missing half of your potential patient base before they even consider you.
How often do patients research doctors online?
More than 75% of patients research doctors online before making a decision. From Google and Healthgrades to WebMD and Yelp, they’re scanning reviews, credentials, and booking appointments online. If you’re not showing up with the right information, you’re likely being overlooked in favor of a provider who is.
What do patients care most about when searching for healthcare providers?
When finding healthcare providers, patients prioritize convenience, accessibility, and transparency. They want to know if you take their insurance, how soon they can be seen, and what other patients are saying. Providers who are easy to find online—and make this info easy to access—have a clear advantage.
How important is it for healthcare providers to accept a patient’s insurance?
A staggering 91% of patients say they won’t even consider a provider if their insurance isn’t accepted. If your accepted plans aren’t clearly listed on your website and directories, patients will likely move on to someone who is more transparent.
Is the healthcare sector investing in technology?
Roughly 70% of healthcare executives are investing in tools that improve digital services for patients. From online booking to virtual care, tech is no longer optional—it’s expected. If you want to stay competitive, your digital experience needs to match what today’s patients are looking for.
Do patients trust online reviews before booking a doctor?
42% of patients read online reviews before choosing a provider– what others say about your practice can directly impact whether someone books with you or keeps scrolling. Managing your reputation online is just as important as managing care in person.
Are online reviews and provider type major factors for patients choosing a doctor?
Online reviews and provider type are not always deciding factors. Patients care more about whether you accept their insurance and how close you are to home. Even with great reviews, you could still lose out on business if your insurance info or location details aren’t visible in search results.
How do patients prefer to schedule appointments?
Patients want convenience—43% say they prefer to book appointments online. If your practice doesn’t offer online scheduling, you’re making it harder for patients to choose you.
Do patients research individual healthcare providers online?
Patients are focusing on people, not just places—76% research individual providers online, while only 29% look into specific facilities. They want to know who they’ll be seeing, what others say about them, and whether they’re a good fit. Your provider profiles need to be detailed, up-to-date, and easy to find.
How has enrollment in government programs changed?
Enrollment in Medicare and Medicaid continues to rise, increasing from 43% in 2019 to 45% in 2023. With more patients relying on government programs, it’s essential to clearly list which plans you accept. If that information isn’t easily found on your site or profiles, patients may assume you’re out of network and look elsewhere.
Are healthcare providers using the cloud to streamline the patient experience?
About 81% of healthcare providers now use cloud-based systems to streamline patient care. With faster scheduling and easier access to medical records, the cloud can boost patient satisfaction and retention.
Is finding staff a big issue for healthcare systems?
Staffing remains a major challenge—85% of healthcare leaders say it’s one of their top concerns. It’s more important than ever to have a digital presence that works for you– a strong online strategy can reduce phone traffic, streamline bookings, and free up your team’s time.
Are healthcare providers using new tech like generative AI?
More than 70% of healthcare organizations are already using generative AI tools to support patient communication, automate tasks, and improve efficiency. If you’re not exploring AI yet, you’re falling behind providers who are already using it to boost performance and connect with patients faster.
Reach More Patients With Smarter Strategies–Start With Sagapixel
If you’re looking to improve your online visibility and attract more patients, Sagapixel’s healthcare marketing team is here to help. From SEO to website design and reputation management, we’ll build an effective online strategy that brings in more bookings for your practice.
Schedule a call with us today– let’s get your practice in front of the patients who are already searching.
Sources
Sara Heath. “Most patients find new doc online, via provider directories.” TechTarget. June 26, 2024.
Lauren Wheeler. “4 ways patients find doctors online.” The Intake. July 26, 2023.
Andrzej Kozikowski. “Choosing a Provider: What Factors Matter Most to Consumers and Patients?” National Library of Medicine. January 19, 2022.
Alex Membrillo. “How Patients Choose Healthcare Providers: What You Need to Know and Do.” Cardinal. January 5, 2021.
Deloitte Center for Health Solutions. “2025 global health care outlook.” January 29, 2025.
MD Connect. “Here’s How Patients Actually Search for Physicians Online.”
Shubham Singhal. “What to expect in US healthcare in 2025 and beyond.” McKinsey & Company. January 10, 2025.
PWC. “Next in health services 2025: Secure your future with resilience and reinvention.”
