How it works
How patients search for doctors
Understanding how patients search for healthcare providers helps you meet them where they are. Patient search behavior has evolved significantly – with nearly 60% of US adults searching for health information online[1] – driven by the rise of AI tools, mobile search, and changing expectations.
The modern patient search journey
The search often starts with symptoms, not providers. Patients search "back pain won't go away" before "spine surgeon near me."
Multiple touchpoints: Patients typically visit several sources before making a decision. This includes search engines, review sites, practice websites, and increasingly, AI tools.
Mobile dominates: Most healthcare searches happen on mobile devices, often during moments of need.
AI is entering the journey: Patients increasingly use AI tools like ChatGPT for healthcare research, including symptom checking and provider recommendations.
What patients look for
Proximity: Patients strongly prefer providers close to home or work. Google prioritizes proximity as a key local search ranking factor.[2]
Specialization: Patients want someone who specifically handles their condition, not a generalist.
Reviews and ratings: Research shows negative reviews significantly decrease physician selection intention, making online reputation management essential.[3]
Insurance and cost: Practical considerations often filter the initial list.
Availability: Online scheduling and near-term availability are increasingly expected.
Credentials: Board certification, hospital affiliations, and years of experience.
Search patterns by specialty
Emergency: Immediate searches, often voice-based, focused on proximity and wait times.
Elective procedures: Research-heavy searches over days or weeks, comparing multiple providers.
Chronic conditions: Ongoing searches for specialists, treatments, and management strategies.
Mental health: Often private browsing, high sensitivity to confidentiality and approach.
Specialty-specific: Orthopedic patients may search by specific condition (ACL tear) while cosmetic patients search by procedure (rhinoplasty).
Key takeaways
- Patients often start with symptoms, not provider searches
- Multiple sources are consulted before choosing a provider
- Reviews, specialization, and proximity are key decision factors
- AI tools are becoming part of the patient search journey
Related concepts
Foundational definitions
Local SEO for doctors
Local SEO focuses on improving visibility for location-based searches. For medical practices, this means appearing when patients search for "orthopedic surgeon near me" or "best dermatologist in ."
Healthcare-specific
Patient reviews and reputation management
Patient reviews significantly influence both search rankings and patient decisions. Google explicitly states that "review count and review score factor into local search ranking," making online reputation management essential for attracting new patients while maintaining trust.
How it works
Zero-click search in healthcare
Zero-click searches occur when users get the information they need directly from the search results page without clicking through to any website. With 58.5% of US Google searches now ending without a click, healthcare practices face significant implications for visibility and patient acquisition.
For healthcare practices
See how this applies to specific specialties.
For Pain Management Practices
Pain Management
Chronic pain patients are desperate for relief and actively searching for solutions. With over 51.6 million US adults living with chronic pain, the need is substantial. They compare treatment options, research providers, and look for specialists who understand their condition. Your online visibility determines whether they find your practice or turn to someone else.
For Physical Therapy Practices
Physical Therapy
With over 600,000 practicing physical therapists in the US and a $47.6 billion market, physical therapy is a highly competitive space. Patients increasingly have direct access to PT services without physician referral, making your online visibility critical. Nearly 60% of US adults search for health information online – your search presence determines whether they find your practice.
For Cosmetic Dermatology Practices
Cosmetic Dermatology
Cosmetic dermatology patients are highly research-driven – nearly 60% of US adults search for health information online. They compare treatment options, look for board-certified specialists, and read extensively before choosing a provider. Your search visibility determines whether you're part of their consideration set.
Related problems
Common challenges this concept helps address
Sources
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