Let's face it, booking an appointment at a hospital system is almost always a hassle. While healthcare providers are making efforts to improve accessibility, the reality is that seeking care—especially preventive care—often comes with friction. Many patients delay booking appointments until they are sick or in pain, which further complicates their relationship with healthcare.
Since the start of the pandemic in 2020, we saw an increase toward more proactive healthcare engagement, but there is still much work to do. The key to increasing patient engagement is reducing friction in the process of selecting a primary care provider (PCP) and scheduling that first appointment. By making it as simple, quick, and seamless as possible, healthcare organizations can improve patient acquisition and retention.
Understanding Patient Pain Points
Life is frantic. Between work, family, and everything in between, making time for a doctor’s appointment often feels impossible. You keep telling yourself you’ll book it, but then the day slips away—again. It’s not just about procrastination; there are real barriers that make you think twice before scheduling that visit. Several challenges contribute to this, including:
- Cost and Insurance Barriers: Many patients are restricted by their insurance network, and even when they find a preferred provider, the cost of care can be prohibitive. With 45% of people already reporting medical debt, this remains a major concern.
- Time and Scheduling Challenges: Patients delay making appointments simply because of the hassle of fitting them into their schedules. According to a 2024 survey by US.News, that’s 32% of those who haven’t had a physical in the last year. If the booking process involves too many steps, they may abandon it altogether.
- Lack of Trust or Awareness: Some patients haven’t found a doctor they trust, while others simply dislike going to the doctor altogether, leading to procrastination.
- Complicated Search Process: If patients struggle to find information about providers, they are less likely to follow through with booking an appointment.
Optimizing the Provider Search Experience
Where do most patients start their healthcare journey? More often than not, it's with an online search.
They may type “primary care provider near me” or search for a specific healthcare facility. To ensure a seamless experience:
- Optimize Your Google Business Profile: Patients often see this before visiting your website. Make sure it’s accurate and up to date.
- Ensure Strong SEO and Answer Engine Optimization: Your website should appear in relevant search queries with clear, concise answers to common patient questions. With more and more AI answered search, your content needs to be optimized for answer engines.
- Create an Intuitive Website Experience: The most prominent calls to action (CTAs) should be Find a Doctor and Book an Appointment—both should be easy to find and accessible in one click.
Simplifying the Booking Process
Once patients reach your website, the appointment scheduling process should be as frictionless as possible—especially since making space in their calendar is already a major hurdle.
- One-Click Booking: Patients should not have to navigate multiple pages to schedule an appointment. Forms should be simple and accessible. The faster you get something on your calendar the better.
- Real-Time Scheduling: Display available appointment slots dynamically so patients can book immediately.
- Multiple Booking Options: Offer online self-booking, chat-based booking, and phone support to accommodate different preferences.
- Suggest alternatives: If a patient is not able to book their preferred doctor, include suggestions to other practicians with the same expertise in the booking process.
Building Trust and Transparency
Trust is everything when it comes to healthcare. If patients don’t feel confident in their choice, they’ll hesitate to book. So how do you make it easy for them to trust you?
- Detailed Provider Bios: Because 92% of patients read bios before booking an appointment, you need to put in effort into it! Include physician credentials, specialties, patient reviews, and personal details to help patients make informed decisions.
- Location and Logistics Information: Make it easy for patients to plan around their visit—how long it will take, where to park, and what follow-ups they may need.
- Clear Expectations for the Visit: Patients should know estimated wait times, appointment duration, and what to bring. This should be provided as the user books the appointment. It’s hard enough for them to make space in their schedule, so let's avoid surprises post-booking.
Leveraging Digital Engagement and Follow-Ups
Finally, digital communication will help reduce friction before and after the appointment. 80% of Patients prefer digital communication for specific touchpoints.
- Automated Confirmations and Reminders: Use SMS and email notifications to keep patients informed. This should happen immediately after booking and the day before the appointment.
- Online Pre-Visit Forms: Allow patients to complete necessary paperwork ahead of time.
- Post-Appointment Follow-Ups: Provide relevant aftercare instructions, medication reminders, and optional patient feedback surveys.
Patients prefer digital touchpoints for administrative and clerical interactions, such as booking, receiving test results, and billing. However, they still value in-person interactions for care-related discussions requiring empathy and trust. Striking the right balance is key.
Conclusion
Healthcare should be easy, but for some reason, it rarely is... If patients struggle to find a doctor or book an appointment, they’re less likely to follow through. Digital marketers play a key role in making these processes seamless.
The goal? Reduce friction, simplify search, streamline booking, and improve transparency. A smooth digital experience not only helps patients but also builds trust and long-term engagement.
