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Patient Conversion Rate by Practice Type: 2024 Report

Reports
Prospect To Patient Conversion Rate Vs. Practice Type

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 TypeVisitor to Prospective Patient Conversion RateProspect to Patient Conversion Rate
Allergy / Immunology2.2%62.0%
Cardiology2.6%74.9%
Cosmetic Surgery2.3%66.8%
Dentistry3.0%59.8%
Dermatology1.8%55.8%
Family Practice2.1%67.8%
General Practice2.4%67.9%
Geriatrics2.6%70.6%
Naturopathic2.7%62.6%
Obstetrics & Gynecology2.3%75.1%
Orthodontics2.0%63.3%
Pediatrics2.4%61.2%
Podiatry2.2%75.3%
Psychiatry3.0%75.6%
Rheumatology2.7%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

Practice TypeAudience to Prospective Patient Conversion RateProspect to Patient Conversion Rate
Organic Search (SEO)2.4%76.9%
Paid Search (PPC)1.4%64.2%
Organic Social2.1%73.1%
Paid Social1.5%66.1%
Video Marketing1.1%60.4%
Direct Mail0.3%50.9%
Outdoor Advertising0.5%63.4%

Further Reading and Requesting a PDF Copy of This Report

For further reading on conversion rate statistics and improving conversion rates, see:

If you would like to request a PDF copy of this report, reach out here

Evan Bailyn

Evan Bailyn is a best-selling author and award-winning speaker on the subjects of SEO and thought leadership. Contact Evan here.

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