Zocdoc CEO and founder, Oliver Kharraz, MD, recently joined The Beat podcast with Gautam Gulati, MD to discuss the evolving landscape of healthcare, what patients want, and the pivotal role Zocdoc plays. Here are nine key takeaways:
1. The healthcare system must prioritize a patient-centric approach
“Too often we think about healthcare from the perspective of the care provider, of the financial sponsors, and the technology giants that have developed in healthcare, and too little from the perspective of the patient,” says Kharraz. There needs to be a shift toward prioritizing patient needs and experiences, as the entire system ultimately exists to serve them, he notes.
2. Patients are overwhelmed by choice and need guidance
When searching for a provider, patients face an overwhelming array of choices and they don’t know where to start. That’s where Zocdoc comes in. “We act as a private sector interoperability layer for healthcare logistics,” says Kharraz. “We help patients answer critical questions like ‘Where should I go?’, ‘Who’s available in my neighborhood?’, and ‘Who takes my insurance?’” This patient-centric approach simplifies the complex healthcare system, making it easier for patients to confidently navigate their options.
3. Near-term availability is more important to patients than brand reputation
Currently the national average wait to see a primary care provider is 26 days. It’s even longer to see a specialist. “Increasingly, consumers want care on their schedule. Are you accessible in the next 24 to 72 hours? That gives you a much bigger leg up than the strongest brand you could imagine,” says Kharraz.
4. Patients want to be loyal
Despite the abundance of choices, new patients want to become long-term patients. “Patients want to be loyal,” says Kharraz. “When an initial decision is made, then the patient wants to sustain that relationship.” This means it’s more important than ever for providers to be where the patients are searching and capture them at their first decision point. “You need to do more to break through and be that initial choice that the patient is then loyal to,” explains Kharraz.
The data shows 80% percent of Zocdoc users return to the same provider, and 70% choose a provider within driving distance even for virtual visits. This is good news, since patients that return again and again generate the most revenue.
5. Patients value “pre-meeting” providers with reviews and photos
“Consumers like to pre-meet their providers, so how you present yourself matters,” says Kharraz. “Your reviews matter. Your photos matter.” Since patients want to be loyal, they care about finding the best fit right away and having as much information as possible before booking. Having trustworthy reviews and more photos on your website or Zocdoc profile directly translates to more bookings.
6. Telehealth complements in-person care, but is not a replacement
Telehealth saw an 80% increase in adoption during the pandemic, but when in-person visits are possible, over 90% of patients choose them, notes Kharraz. It’s still important to offer telehealth whenever possible, since the majority of patients prefer a hybrid model (providers that offer both in-person and telehealth visits) within driving distance.
“Telehealth isn’t the car replacing a horse-drawn buggy, it’s an e-scooter,” says Kharraz. “Maybe you take it down to the convenience store occasionally, but you’ll never go to the airport with it.” In other words, telehealth is a useful, complementary option, but not a total replacement for in-person care.
7. Data and AI can enhance the patient experience
Zocdoc leverages 17 years of proprietary data and also takes advantage of machine learning to enhance its search algorithm and better serve patients. “Our search algorithm is educated by tens of millions of overall interactions that consumers have had with that search algorithm,” says Kharraz. “That puts us in a position to be a really fantastic tool for them to use to find their doctor. As we scale, it becomes an even more powerful tool.”
8. Zocdoc’s free Practice Solutions saves time for both providers and patients
“There’s a lot of administrative tasks that make a practice less efficient and that contribute to burnout,” says Kharraz. “As part of that, Zocdoc launched Practice Solutions, a suite of tools that are completely free for any provider to use,” he adds. These tools streamline the intake process, retain patient information on forms so they can be reused with the click of a button, and adapt forms to provider preferences. This ensures a smoother experience for both patients and front office staff.
9. Pricing transparency will play a significant role in the healthcare industry
As healthcare costs and out-of-pocket expenses rise, patients are increasingly evaluating self-pay options and weighing the trade-offs between more and less expensive services. “We’re learning a lot about how consumers trade off,” says Kharraz. “When do they trade up to a more expensive service? When do they trade down to a less expensive service? This is going to be an interesting field of study as this price transparency becomes broadly available as to where you position yourself in the value chain. It’s quite possible that, like in many other industries, you don’t want to be in the middle. You’re either all the way on one end or the other.”
Ultimately, prioritizing patient preferences including speed to care, trust, and transparency is paramount. Zocdoc’s innovative approach as the largest healthcare marketplace of its kind aims to simplify healthcare logistics, enhance the patient experience, and ensure providers can save time and deliver high-quality care while growing their patient base. In the future, pricing transparency will significantly influence patient decisions.
Check out the podcast for the full conversation and Zocdoc’s What Patients Want webinar for more industry insights.