It’s a lot easier for a patient to go back to a provider they already know and like than to find someone new every time they need an eye exam or get a sinus infection. So, when patients are looking for new providers, they’re usually looking for someone they can keep seeing.
Our data backs up this preference, as around 70% of Zocdoc patients rebook with the same practice when rebooking in the same specialty. People continue to want to rebook with Zocdoc providers, even when switching between virtual and in-person visits.
For instance, per Zocdoc data from March 2021 to March 2022, 50-60% of people who booked a virtual visit with a new provider, specifically in OB-GYN, eye doctor and dentist specialties, booked a second, in-person appointment with that same practice.
This is great news for providers. It’s also a reminder that you should always think of new patients as future existing patients. Not only do existing patients generate considerable value over time, they can also drive further growth via patient-to-patient referrals.
When you think about acquiring new patients, think long term. Many providers struggle to decide if marketing is a worthwhile expense, or how much they should be willing to pay to acquire a new patient.
Calculating the value of a first visit is a good start, but it’s just a start. Next, think about the lifetime value of your average patient. How many times does a typical patient come back? Do you get word-of-mouth referrals from satisfied patients?