Healthcare stands at a crossroads. Digitally savvy generations are redefining the consumer experience and expectations, placing a premium on personalization and convenience. At the same time, healthcare organizations must still cater to those who prefer traditional methods. Striking the right balance between innovation and respecting diverse preferences is key. Success depends on providing the accuracy and transparency that drives trust, choice, and loyalty for all.

Drawing upon 6.5M patient encounters and a nationwide consumer survey, we've analyzed key touchpoints to learn how people find and engage with healthcare providers today. We also explored their attitudes toward AI and its potential impact on organizations, both in the short and long term.

Key healthcare consumer insights

• Over one third of consumers already use AI tools for healthcare-related purposes. These include researching conditions and treatments, finding providers, scheduling appointments, and understanding medical results.
• Nine out of 10 consumers say accurate listings information is key to establishing trust and credibility. Nearly half will walk away if the information in online listings is incorrect—or they can’t find what they’re looking for.
• 59% use online search to find a new primary care provider. This makes online search nearly tied with reliance on referrals (60%).
• Half (49%) of healthcare consumers will wait an average of one to three weeks for primary care—and up to three months for a specialist appointment. Even though they’re more patient than other industries, organizations that can see patients sooner are better able to build trust.
• 80% of consumers say online scheduling influences their choice of provider. And 24% will look for other options if booking an appointment isn’t as easy as making a dinner reservation. While many organizations have already embraced digital scheduling, there’s still room for improvement: Only a quarter of consumers call the experience “excellent.”  

Download our CX report to peel back the curtain on the latest consumer insights, and what healthcare leaders need to know to stay ahead of the competition in 2025.