In this report, we share our findings on patient conversion rates across medical practice types, sourced from anonymized client data from between 2017 and 2024. We look at two types of patient conversion rates in this report:
- Visitor to Prospective Patient Conversion Rate, meaning the number of website visitors that reach out to the medical office to book an appointment or learn more about a practice
- Prospect to Patient Conversion Rate, meaning the number of prospective patients who ultimately go on to become an actual patient of the practice
The below table presents our findings on patient conversion rates across practice types.
Average Patient Conversion Rate by Medical Practice Type, 2024
Practice Type | Visitor to Prospective Patient Conversion Rate | Prospect to Patient Conversion Rate |
Allergy / Immunology | 2.2% | 62.0% |
Cardiology | 2.6% | 74.9% |
Cosmetic Surgery | 2.3% | 66.8% |
Dentistry | 3.0% | 59.8% |
Dermatology | 1.8% | 55.8% |
Family Practice | 2.1% | 67.8% |
General Practice | 2.4% | 67.9% |
Geriatrics | 2.6% | 70.6% |
Naturopathic | 2.7% | 62.6% |
Obstetrics & Gynecology | 2.3% | 75.1% |
Orthodontics | 2.0% | 63.3% |
Pediatrics | 2.4% | 61.2% |
Podiatry | 2.2% | 75.3% |
Psychiatry | 3.0% | 75.6% |
Rheumatology | 2.7% | 67.5% |
Patient Conversion Rates by Marketing Channel
We also analyzed patient conversion rates across the 7 most common marketing channels used by medical practices we worked with. As with the table above, we present both prospect to patient conversion rates, and audience to prospective patient conversion rates. Our results are presented below:
Average Patient Conversion Rates by Marketing Channel, 2024
Marketing Channel | Audience to Prospective Patient Conversion Rate | Prospect to Patient Conversion Rate |
Organic Search (SEO) | 2.4% | 76.9% |
Paid Search (PPC) | 1.4% | 64.2% |
Organic Social | 2.1% | 73.1% |
Paid Social | 1.5% | 66.1% |
Video Marketing | 1.1% | 60.4% |
Direct Mail | 0.3% | 50.9% |
Outdoor Advertising | 0.5% | 63.4% |
Further Reading and Requesting a PDF Copy of This Report
For further reading on conversion rate statistics and improving conversion rates, see:
- Conversion Rate Optimization (CRO) Best Practices
- Average SEO Conversion Rate By Page Type
- SEO Conversion Tracking 101
- The Customer Acquisition Funnel, Explained
If you would like to request a PDF copy of this report, reach out here.