Understanding the path to purchase is critical in establishing an integrated media plan for any health care advertiser. Michigan.com and the USA Today Network have taken a deep dive into the Patient’s Journey in the Detroit market.
Included in this study are things like: Why do patients look for health care information? Where do they go to do their research? Why do they change health care providers? What kinds of advertising makes them take action?
Some highlights from the study include:
58% of patients have looked for a primary care doctor or specialist online
The #1 source for patients to research a doctor/specialist is websites (including search engines, health insurance websites and medical practice websites)
By far, the #1 method to book an appointment is through a phone call
Only 5% of patients say they are not satisfied with their primary doctor
1 in 3 patients take action after seeing a health care ad