In Q4 2023, our team launched a survey asking Ohio’s healthcare patients to answer questions about their decision-making around selecting primary and specialist care, how they interact with healthcare advertising, and their experiences with appointment-setting channels (both human and electronic). In evaluating patient responses, we saw distinct patterns of behavior and preferences emerge. With the knowledge of these preferences and patterns, healthcare practices of any size can improve their marketing strategies to create real results. In understanding these results, we hope that practice leaders, practitioners, and marketers will discover the unique preferences, habits, and methods of healthcare decision-making unique to Ohioans. Patient acquisition and retention is not a one-size-fits-all endeavor.

1 in 2

respondents said they are seeking a healthcare specialist in the next 6-12 months (dermatology, plastic surgery, Ophthalmologist, OBGYN, etc.)

1 in 3

people ages 42-69+ say they notice a practice’s advertising on social media.


of people look for provider and/or procedure-specific information on a practice’s website.


of people rely on information from a practice’s website to gain information on treatments before scheduling an appointment.

Are you interested in seeing the full study? Our healthcare experts will share the results in a webinar this February. Signup to watch the webinar and get the full study for your own use!


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