Key health care trends from 2024: What patients want

Zocdoc, the online health care marketplace enabling patients to find and book care online, has released the second annual “What Patients Want” report. This comprehensive analysis of U.S. patient preferences and behaviors sheds light on trends shaping the health care industry in 2024, covering everything from demographics to booking behaviors and care delivery preferences.

“Given the breadth and depth of services patients book through Zocdoc nationwide, we have unmatched insights into Americans’ health care choices and priorities,” Oliver Kharraz, MD, founder and CEO of Zocdoc, said in an organizational release. “With this report, we’re proud to amplify patients’ voices and choices to help shed light on what matters most when it comes to their care.”

Who is accessing care?

The report found that women accounted for 66% of Zocdoc users, and Millennials (aged 27-42) comprised nearly half (47%) of bookers. Gen Z patients represented 22% of users, while Gen X made up 17% and Baby Boomers and older generations accounted for 10%.

Patients increasingly rely on mobile devices to book appointments, with 68% of all bookings made on the go. Mobile bookings were most prevalent for urgent care, mental health and primary care, while desktop bookings were highest for optometrists and ophthalmologists.

What do patients value?

Patients overwhelmingly prioritize insurance compatibility, with 87% booking in-network providers. Wait times also remain a top concern: one in three appointments occurred within two days of booking, and half took place within four days. Zocdoc’s data stands in sharp contrast to AMN/Merritt Hawkins’ 2022 report, which found the average wait time to see a physician in the U.S. is 26 days.

Across all demographics, patients expressed a strong preference for near-term appointments, with 33% of both men and women securing bookings within 48 hours. Baby Boomers were the only group showing slightly less urgency compared to younger generations.

Urgent care appointments had the shortest wait times, with 96% taking place within eight days of booking. In contrast, only 52% of OB-GYN appointments and 71% of primary care visits occurred within the same time frame.

Key characteristics that patients look for

Provider gender and age are influential factors in patient decision-making. Female health care providers (HCPs) accounted for 59% of bookings overall, with younger women particularly preferring female HCPs—73% of Gen Z women chose female providers. Men showed a similar trend, with 53% of Gen Z males booking male providers. However, preferences shifted with age, as older patients increasingly booked male providers.

Patients also used provider profiles to make informed decisions. Providers with four or more office photos received 5.8 times more bookings, while those listing two spoken languages saw nearly double the bookings. Additionally, online reviews were critical—providers with 50 reviews received 10 times as many bookings as those with fewer than 10 reviews, and those with over 100 reviews saw a staggering 27-fold increase.

Why are patients booking care?

The top reasons for bookings in 2024 included annual physicals, gynecological exams, dermatology consultations, mental health visits and dental cleanings, among others. Primary care physicians remained the most-booked specialists, reflecting patients’ emphasis on foundational and preventive care.

Social media trends significantly influenced patient behavior. With increased interest in weight-loss drugs over the past year, semaglutide consultation bookings surged, with a 71% increase in bookings among men and a 50% increase among women. Cosmetic trends resulted in a 15% increase in veneer appointment bookings for both men and women, while viral online trends like “sleepy girl mocktails” and “mewing” contributed to increases in sleep medicine and jaw pain-related appointments, respectively. Blue light therapy bookings for acne and sunspots also grew by 200% among women.

When do patients seek care?

The timing of appointments shifted in 2024, with the back-to-school season (August and September) overtaking the new year as the busiest time. Primary care appointments spiked in July and August, mental health visits rose 19% in August and dermatology bookings increased by 14% in the summer.

Patients demonstrated a preference for convenience, with 42% of appointments booked outside standard business hours. Mental health, urgent care, chiropractic, dermatology and primary care were the most-booked specialties after-hours.

The most popular appointment times were 11 a.m., followed by 2 p.m. and 3 p.m. Women preferred morning slots, while men gravitated toward afternoon visits. Appointments earlier in the week were favored over Fridays or weekends.

Where are patients seeking care?

In-person care continued to dominate, accounting for 88% of appointments in 2024, a decrease from 18% virtual bookings in 2023 to just 12% in 2024. When mental health appointments were excluded, virtual visits dropped to just 5%.

Younger patients were more open to virtual care, with 16% of those aged 18-42 opting for it. By contrast, only 7-8% of patients aged 59 and older chose virtual visits. Proximity also played a significant role, with 79% of in-person appointments located within 20 miles of the patient’s home. Even for virtual visits, nearly half (49%) of patients booked with providers within 20 miles.

Zocdoc’s “What Patients Want” report highlights a growing emphasis on convenience, transparency and accessibility in health care.