Understanding how patients search for care is key, and research from trusted sources like Google and McKinsey helps guide smart marketing decisions.
If you run a healthcare practice, you’ve probably spent a lot of time wondering how to attract a consistent flow of patients. The internet is full of advice. Social media platforms encourage you to post constantly, website developers push for new sites, and advertisers want your budget for paid ads. But when your focus is on delivering excellent care, all these tips can feel confusing and overwhelming. You might ask yourself: how do patients actually look for healthcare providers nowadays? What does research reveal about their preferences, search habits, and what motivates them to book appointments, show up, and stick with treatment plans over time?
The Patientli team has done the legwork as part of our commitment to create data-driven strategies that work. And now we're here to share what we learned so you can help more patients enjoy better health! We put together this overview of what today’s patients expect and how practices can attract them effectively. Instead of chasing every marketing trend, we rely on a research-driven strategy based on what we call the “patient journey.” This concept sheds light on how patients find providers and how you can leverage that knowledge to expand your practice.
What Does the Patient Journey Look Like?
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77% of patients turn to Google when searching for healthcare providers
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61% review two or more provider websites before making an appointment
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48% spend over two weeks researching options before booking
(Source: Google)
Simply put, patients’ search journeys are longer and more personalized than ever. They often span multiple platforms and channels over several weeks. If your practice doesn’t stand out at every step, it’s easy to get overlooked.
“In today’s digital landscape, patients have become active participants in managing their healthcare.”
— The Digital Journey to Wellness, Google
Today’s patients may begin their search in many ways: a Google query, an insurance network portal, online reviews, or even a social media post or ad. Thanks to technology, they gather detailed information to shape their decisions, tailoring their path based on how much they already know about their health needs.
During this research phase, patients typically shortlist a few providers by checking treatment options, appointment availability, reviews, and insurance coverage. For more specialized or costly treatments, they dig deeper to overcome concerns like affordability or anxiety. Their choices gradually narrow based on what they learn.
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94% of patients rely on reviews to evaluate providers
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90% look for health information via social media
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83% of millennials cross-check provider advice with their own research
(Sources: SoftwareAdvice, Google, Harmony Healthcare)
How Do Patients Narrow Their Choices?
If your practice appears in their search, patients will compare you with competitors. Many of whom are growing larger, investing more, and becoming more sophisticated in their marketing.
Those who eventually schedule appointments choose providers that look most credible, accessible, and easy to work with.
Only after this careful selection does the provider get the chance to impress in person with quality care and bedside manner. Meanwhile, factors beyond the clinic, such as online reputation and convenience, continue to shape patient trust and willingness to follow through on treatments.
Every patient’s journey varies based on their unique needs and your practice’s specialties and business model. Building a marketing approach that delivers the right presence across the many channels patients use is complex but you don’t have to handle it alone. Understanding these fundamentals empowers you to make informed decisions about growing your practice.
How Patientli Can Help
Patientli offers plans designed for practices of all sizes, focusing on meeting patients where they are in their search journey. Our approach is grounded in data and patient behavior insights to help you attract more patients and keep your schedule full.
Discover how Patientli can support your practice growth today with affordable turnkey healthcare practice marketing packages and completely transparent pricing.
