Every month, millions of people search for healthcare providers on Zocdoc. The good news is that patients who are looking for new providers on Zocdoc want to find providers they can keep seeing in the long run. In fact, 80+% of Zocdoc patients rebook with the same provider when rebooking in the same specialty.
While January, March and May tend to be the busiest times for new bookings, it’s a great reminder to take steps to ensure new patients become long-term, loyal patients. Looking at the average patient value of the course of a year, the most valuable patients are those who return again and again.
We analyzed Zocdoc’s rebooking data from 2022 and 2023, with rebookings defined as initial new patient visits who later booked again with the same provider. Here are the important insights you can leverage regarding which patients are most loyal.
Gender and Age
Patients want to find providers that are a good fit so they can keep coming back. Loyalty on Zocdoc is high and fairly consistent across gender.
Across all age groups, loyalty remains similarly high (75+%) and increased slightly with age. Patients ages 43 to 58 were 3% more likely to rebook compared to the average patient; those 59 to 68 and 69+ were 8% and 9% more likely to rebook, respectively.
Insurance
More than 4 out of 5 appointments on Zocdoc are booked using commercial insurance. That said, whether it’s commercial, state (Medicaid), or federal (Medicare), patients are similarly likely to rebook regardless of the type of insurance used for their initial visit.
The most loyal patients, however, are those who self-pay. Patients who self-pay are 4% more likely to rebook with the same provider when booking in the same specialty.
While bookings for cosmetic or one-off procedures could drive initial self-pay visits, patients may choose to follow up with the same provider for more routine care covered by insurance. For example, a patient who visits a dentist for teeth whitening initially may rebook for annual dental cleanings, which are more commonly covered by insurance. A patient who books a Botox appointment with a dermatologist may rebook for annual skin checks or hair loss.
Mobile experience
Patients want flexibility when it comes to booking appointments via both mobile and desktop. Patients were loyal to providers who offered a seamless mobile experience –– 79% of patients who booked via mobile web rebooked with the same provider. The easier it is to book with just a few clicks, the more likely patients are to continue to rebook.
In-person vs. virtual
While the pandemic greatly expanded virtual care, in-person patients prove to be more loyal. Patients whose first visit was in-person were 6% more likely to rebook with that same provider compared to those who saw the doctor virtually. Seeing a doctor in-person can help create a strong, personal connection, which can contribute significantly to patient loyalty.
When it comes to mental health, psychiatrists are the exception: virtual-only provider rebooking rates are the highest. However, psychologists see in-person provider rebooking rates 11% higher than virtual-only.
Still, providing flexibility with both in-person and virtual options can boost patient loyalty, depending on the specialty. For instance, primary care providers with a hybrid model (both in-person and virtual) see rebooking rates 20% higher compared to virtual-only.
New patients want to become loyal, long-term patients regardless of age or gender. Even when patients book for a specific visit reason that may not be covered by their insurance, they’re looking to establish further routine care with providers they like and trust. Offering a seamless mobile experience and the flexibility to see providers both in-person and virtually can help you attract loyal patients and grow your practice.
For more advice on reaching and retaining loyal patients download our white paper.