Understanding Patient Expectations: How People Pick Their Doctors and Hospitals

Choosing the right doctor or hospital is one of the most critical decisions a patient can make. Similarly, understanding patient expectations—the factors that drive their choices—is crucial for healthcare organizations looking to effectively connect with and serve their patients. This understanding not only informs patient care but also shapes hospital marketing strategies, ensuring that the messaging aligns with what matters most to patients.

From sifting through online reviews to considering location to understanding insurance coverage, the decision-making process is rarely straightforward, often involving a mix of practical considerations and personal experiences.

So, what are the key factors that influence patient decisions, and which ones matter most? Let’s take a look at the numbers.

1. Insurance coverage and cost

In the United States, where the healthcare system is often characterized by high costs, insurance coverage and affordability are critical factors in a patient’s decision-making process.

For many, choosing a provider or hospital that aligns with their insurance plan is essential to avoid crippling out-of-pocket expenses. This constraint heavily impacts patient expectations and choice, with numerous surveys finding insurance acceptance as the most important factor in selecting a healthcare provider.

For example, Kyruus’ 2022 Patient Access Journey Report revealed that 93% of respondents deemed whether a provider accepts their insurance as extremely or very important, echoing findings from 2019, where 91% prioritized insurance acceptance as a key decision-making criterion.

While cost remains a significant driver of choice, it’s interesting to note that relatively few patients actively research prices before booking care.

While cost remains a significant driver of choice, it’s interesting to note that relatively few patients actively research prices before booking care. One survey found that only 36% of Americans take the time to investigate healthcare costs ahead of time, with younger adults (aged 18 to 34) being more inclined to do so.

Gen Z, in particular, places a premium on cost transparency, ranking it as the top factor in the provider selection process in the 2022 Kyruus report. This could suggest a growing awareness and demand for clear pricing information among younger consumers, pointing to a potential shift in how future patients may approach their healthcare choices.

2. Specialization and expertise

The specialization of a doctor or hospital’s expertise in specific medical fields is another decisive factor. For complex or rare conditions, patients often seek out specialists or institutions known for their expertise in that area. For instance, a hospital marketing its expertise in cardiology will attract more patients needing heart-related treatments.

This emphasis is reflected in the Kyruus reports, where “clinical expertise on my condition” ranked just behind insurance acceptance as a top consideration, with 87% of consumers rating it as extremely or very important.

U.S. News & World Report found similar results in their 2024 survey on Americans’ primary care experiences and preferences. Beyond the general type of doctor, the provider’s experience and expertise in a particular area of care emerged as the most popular factor, considered by 28% of respondents.

3. Quality of care and reputation

The reputation of a doctor or hospital is consistently one of the most important factors for patients when choosing a provider. However, this reputation is often shaped by various metrics beyond the patient’s own experience.

Studies suggest that patients rarely engage in “rational or ‘consumerist’ behavior.” In other words, they don’t “shop” for health care the way they do for other goods. Instead, since most consumers lack the medical knowledge to assess quality of care, they rely heavily on recommendations and third-party evaluations.

People commonly turn to friends, family, and trusted physicians for referrals. Rankings and reviews from organizations like U.S. News & World Report or Healthgrades also play a role, with research from Chicago Booth finding that fluctuations in U.S. News hospital rankings can lead to a 5% change in patient volume, resulting in over $750 million changing hands.

Surveys consistently highlight three key sources in patient decision-making: recommendations from doctors, advice from friends and family, and online reviews or rankings.

While no single resource dominates patient decision-making, surveys consistently highlight these three key sources: recommendations from doctors, advice from friends and family, and online reviews or rankings. For example, according to one survey by Everyday Health, the top resources for finding a new doctor are recommendations from current doctors (42%), friends and family (29%), and physician rating websites (20%).

As patients become more comfortable with online research, the influence of digital resources will likely grow. Kyruus’ research indicates that more than 60% of people conduct a general internet search when searching for a healthcare provider or service, along with consulting healthcare organization websites and insurance provider sites. Meanwhile, a Tebra survey revealed that the top five places patients go to for provider reviews are Google (58%), the practice’s website (34%), WebMD (31%), Facebook (16%), and Yelp (14%).

This underscores the importance of doctor marketing, especially in the digital space. A strong online presence and positive digital reputation has a clear influence on patient choices, making it crucial for healthcare providers to actively manage their digital footprint and engage in effective marketing strategies.

4. Convenience and accessibility

Given how busy modern lives are, it’s unsurprising that convenience and accessibility are also top priorities when choosing a healthcare provider. For instance, a nearby location can mean less travel time and easier access, which is especially important for ongoing treatments or emergencies.

This emphasis on convenience can be seen in the growing popularity of retail clinics and urgent care clinics. Nearly half of Kyruus’ survey respondents reported visiting a retail clinic (46%) or an urgent care clinic (49%) in the past year—each up nine percentage points from the previous year.

Telehealth has further reshaped patient expectations around convenience. With nearly 30% of consumers seeking on-demand virtual visits over the past two years, the appeal of virtual consultations, especially for routine follow-ups or minor issues, is clear. Gen Z particularly values virtual visits (42%), even more so than the ability to schedule appointments via digital self-service (37%). Millennials, on the other hand, see both options as equally important (37%).

For healthcare brands, focusing on aspects of convenience can significantly enhance patient satisfaction and loyalty.

This shift towards online convenience extends to administrative tasks. Nearly 50% of consumers who prefer online booking say they’d switch providers for the ability to do so. Additionally, being able to handle pre- and post-visit tasks online, such as filling out questionnaires or making payments, is becoming increasingly significant.

For healthcare brands, focusing on these aspects of convenience can significantly enhance patient satisfaction and loyalty. Streamlining access to services, whether through physical location or digital solutions, can set your organization apart and attract more patients.

5. Patient-doctor compatibility

Practical factors like insurance coverage and convenience are crucial, but the patient-doctor relationship itself undoubtedly plays a significant role in patient satisfaction. So, what are patients really looking for in their doctors?

Research reveals that compatibility between patients and doctors goes beyond medical expertise. A study from Penn Medicine found that patients who shared the same racial or ethnic background as their physician were more likely to give higher satisfaction ratings. Similarly, another revealed that patients often express a preference for a primary-care provider who shares their gender.

These findings highlight the importance of building a diverse healthcare workforce. As Junko Takeshita, assistant professor of dermatology and epidemiology at Penn Medicine, explains, “In a healthcare setting, racial and ethnic biases can affect health care delivery and ultimately lead to health disparities.” Younger patients, in particular, are attuned to this issue, with 1 in 4 individuals aged 18 to 24 prioritizing doctors who demonstrate respect and sensitivity to their race, ethnicity, gender identity, and socioeconomic status.

Patient-doctor compatibility is about more than just medical expertise. Ensuring a diverse and culturally competent healthcare workforce is critical.

Considering that 84% of patients believe communication skills are extremely or very important in a healthcare provider, this preference makes sense. A doctor’s ability to communicate effectively—by understanding a patient’s cultural background, speaking their native language, or simply demonstrating empathy—can significantly enhance the quality of care and patient comfort.

Interestingly, though, while patients value these aspects of compatibility, they’re much less concerned with factors like political or religious alignment. A majority (73%) say they’d prefer not to know their PCP’s political affiliation, and most have no preference regarding their doctor’s religious beliefs, with 73.3% in rural areas and 69.6% in urban areas indicating no preference.

All this points to a key insight for healthcare brands: patient-doctor compatibility is about more than just medical expertise. Ensuring a diverse and culturally competent healthcare workforce isn’t just a nice-to-have—it’s a critical component of delivering high-quality, patient-centered care.

Aligning with patient expectations

Patient expectations are evolving, so healthcare organizations must keep pace to understand what truly matters to their patients. It’s not just about meeting basic needs—it’s about anticipating what patients value, whether it’s diversity, convenience, or clear communication.

By aligning with patient priorities, healthcare organizations can attract more patients and serve them better, ensuring they feel well cared for and valued. This, in turn, is the basis of nearly all recommendations and referrals that originate with the public, and will have the added benefit of supporting the marketing for hospitals, helping them build a strong reputation and trust within the community.

If you’re navigating these complexities, partnering with Tronvig can provide you with a strategic edge. Our expertise in healthcare marketing and organizational alignment can help you meet patient expectations for greater outcomes and patient satisfaction.

*AI statement: I, Therese Nguyen, attest that I am the author of this article, but I generated an outline of the content using ChatGPT 4. I then wrote and edited the post in order to align the article with the standards for this blog.

Photo by James Heaton of Helen Escobedo’s artwork