A multi-location pain management group asked Fillungo to investigate how patients experienced the practice and what influenced their decisions. The findings showed why a group-wide average was not enough.
Look at the steps before the visit
In the published research, online channels accounted for 9% of initial discoveries. Yet 56% of reported actions before a first visit happened online. Digital research played a role even when the original introduction came from somewhere else.
The distinction matters when reviewing marketing. Giving all credit to the first source can miss the website visits and review reading that help someone decide to book.
Understand what the percentages describe
The research reported that 39% of pre-visit actions involved reading reviews of the practice or providers, and 20% involved visiting the practice website. These figures describe reported actions in this project. They are not general benchmarks for every practice or proof that a particular channel caused a booking.
The useful question for the group was whether its online information supported the decisions patients were already making.
Review each location
One finding concerned the Indiana clinic: 34% of patients there had joined the practice in the previous 12 months. That gave the team a reason to examine how the office welcomed and informed new patients.
Other locations had different patient histories and needs. A single action plan for the whole network could have overlooked those differences.
Turn research into a work plan
Fillungo recommended regular surveys and scorecards by location or provider. The aim was to give teams a repeatable way to identify issues, assign follow-up, and review changes over time.
Research can also raise questions that need more investigation. Survey associations should not be treated as evidence that a treatment or marketing intervention caused an outcome.
Keep the business question in view
A survey is useful when someone can act on what it finds. Decide who will use the results and what decisions they need to make before choosing the questionnaire or reporting format.
Read the patient research case study or talk to us about analytics and research.