Why do patients choose one practice over another? If you think it’s purely based on who shows up first in a Google search, think again. In this episode, Jennifer and Corey dive into a massive study from WPP Media and Oxford Saïd Business School that analyzed 1.2 million consumer purchase journeys.

The findings are a wake-up call for independent practices: 84% of all purchases are driven by pre-existing brand bias. This means the battle for a patient’s trust is won long before they have an urgent medical need.

Key Takeaways:

  • The 84% Statistic: Only 16% of consumers are truly undecided at the point of purchase. If you aren’t building a brand early, you are fighting for the smallest (and most expensive) piece of the pie.
  • The “Priming” vs. “Active” Stages: Understanding the two phases of the patient journey and why marketing solely to people “in crisis” is a losing game.
  • Reach vs. Receptivity: Why 23% of people are naturally unreceptive to traditional ads, and why trust-based content (reviews, stories, and videos) is the only way to penetrate that barrier.
  • Owned, Shared, and Earned Media: The report shows these organic touchpoints are 3x more influential at the point of conversion than paid media alone.
  • The “Curb Appeal” Factor: Why a dated website or a lack of social presence is the digital equivalent of a “rodent running across the yard” of a house for sale.

Resources Mentioned:

  • WPP Media & Oxford Saïd Business School: The Future of Media Report

Free Healthcare Awareness 2026 Calendar

Nearly every month of the year has a health holiday or observance, and there are also a number of awareness months that your patients and staff would love to know about. You also don’t want to miss chances to celebrate with your practice’s followers.

Free Healthcare Awareness 2026 Calendar

Nearly every month of the year has a health holiday or observance, and there are also a number of awareness months that your patients and staff would love to know about. You also don’t want to miss chances to celebrate with your practice’s followers.

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