Online appointment scheduling: The last mile of patient access and acquisition

In our on-demand, digital-first world, consumers expect healthcare to be as seamless as any other industry. And that means appointment scheduling has to be convenient and on their terms.

This is just how the world works now. We can book life-changing trips to far-off places without leaving the couch. We can get groceries, or full meals—and practically anything else—delivered to our doorsteps in hours, with just a few clicks of a mouse, or taps on a screen. So much of our lives are built around speed, simplicity, control, and convenience. So, why should healthcare be any different? 

Building upon 2024 patient experience research, we recently published “Consumer experience in healthcare” to explore new attitudes around finding and accessing healthcare. It draws on insights from 6.5M patient encounters, as well as a nationwide survey of healthcare consumers, to better understand the behaviors, preferences, and expectations shaping the healthcare journey today.

We found that friction, at any stage of the healthcare journey, can cause consumers to seek alternatives, delay care, or disengage entirely. And when it comes to appointment scheduling, this level of convenience isn’t just a perk: It’s a make-or-break factor in their decision-making process. 

Friction-free access isn’t a luxury. It’s an expectation.

A staggering 80% of healthcare consumers say online scheduling influences their choice of provider. And nearly a quarter will walk away if booking an appointment isn’t as easy as making a dinner reservation. 

Still, many healthcare organizations are falling short. Despite the rapid proliferation of digital tools, nearly half (48.4%) of consumers report pre-appointment roadblocks—like a cumbersome scheduling process, long wait times, and poor communication.

These frustrations are more than inconveniences. They erode consumer confidence in the provider before a visit even happens. On average, people who experience friction before their appointment rate their provider’s office 13.1 points lower on “Likelihood to Recommend” (LTR) than those who don’t.

Make appointment scheduling simple, no matter where patients find you

Consumers don’t go straight to a provider’s website to schedule an appointment. Instead, they search, compare, and make real-time decisions across multiple platforms like Google, Healthgrades, and insurance directories—or they turn to new AI tools to aggregate options and streamline their choice. A seamless, hassle-free experience can be the difference between a scheduled appointment and a missed opportunity.

Research shows that friction in the booking process drives patients away. 46% of consumers would reconsider booking an appointment if they struggle to reach the main office, and 29% would be deterred by incomplete listing details. To keep patients from looking elsewhere, healthcare organizations must ensure accurate, up-to-date information and enable direct scheduling wherever patients find them—from Google profiles to provider directories and third-party review sites. The easier it is to book, the more likely patients are to follow through—improving access, reducing hassle, and driving new patient acquisition.

Healthcare listings often serve as the gateway to care, guiding consumer decisions. And accurate listings aren’t just helpful—they’re essential. In fact, 89% of consumers say up-to-date online information influences their choice of a healthcare provider. If details like address, contact information, policies, or insurance coverage are outdated or inconsistent, patients may choose a provider that appears more reliable—potentially costing organizations both trust and new patients.

From click to care: Why now's the time to get online scheduling right

Digital scheduling is nearly universal—only 9% of consumers have never used it for a healthcare appointment. But, while many organizations have adopted online scheduling, there’s still a significant gap between availability and satisfaction.

• 61% of consumers rate their online scheduling experience positively, but only 27% call it excellent.
• Working-age adults increasingly handle administrative tasks online—24% would think twice about booking if they couldn’t do it digitally.
• The demand for digital access spans all age groups: 81% of 45–60-year-olds and 85% of 30–44-year-olds say online scheduling influences their provider choice.

This is a key opportunity to improve patient acquisition, consumer experience, and retention. It’s also a chance to build trust, strengthen relationships, and ensure patients follow through with the care they need.

Booking an appointment should be easy. If it’s not, consumers may take their business elsewhere. Investing in intuitive, friction-free online scheduling doesn’t just improve the patient experience—it drives loyalty, strengthens provider relationships, and ensures a smoother, more connected healthcare journey.

Is your organization making scheduling as simple and seamless as it should be? To learn more about the latest consumer experience data, download our report: “Consumer experience in healthcare.” Or reach out to a member of our CX team to discuss your organization’s current consumer experience challenges—and opportunities.