Survey: 53% of Patients Choose the Hospital First, and 80% Would Switch Systems Before Providers
Most patients choose a hospital system before, or at the same time as, choosing a physician, so health-system brand carries real weight in access decisions. In a U.S. News & World Report survey of 500 U.S. adults who sought care in the prior 24 months, 53% picked the hospital first or simultaneously, and 80% would switch hospital systems rather than providers if their usual source of care changed. Clinical expertise (22%) led decision factors, while clinician referrals scored about 4 of 5 for trust versus 2.7 to 2.8 for social media, podcasts, and AI chatbots. Sixty-two percent called location very important for routine care.
Marketing and growth leaders at multi-site groups should treat system-level brand, directory accuracy, and referral pathways as primary acquisition levers, and set location messaging by service line, since convenience dominates routine care but specialty patients will travel.
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Do patients choose the hospital or the physician first?
More than half choose the hospital first or at the same time as the provider. In the U.S. News survey of 500 patients, 53% picked a hospital before a provider or chose both together, which makes system brand a front-door acquisition asset.
How many patients would switch hospital systems if their usual source of care changed?
80% would switch hospital systems rather than providers, per the U.S. News survey, while the remaining 20% prioritize the hospital itself. Provider relationships travel with patients, so practices should protect clinician continuity.
Which discovery channels do patients trust most when choosing care?
Clinician referrals rate highest at roughly 4 out of 5, online directories and hospital websites score 3.5 to 3.7, and social media, podcasts, and AI chatbots score 2.7 to 2.8. Nearly half of patients still use AI in provider search, so accurate listings matter across channels.