In an increasingly consumer-driven marketplace, imaging leaders must understand what drives patients to choose one provider over another. We asked more than 2,000 patients what matters most to understand:

Top imaging center attributes
What are the most significant factors for consumers when choosing an imaging provider?

Relative preference
How much do consumers prefer one attribute over another?

Cohort differences
How do preferences differ across demographic cohorts?

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Ten insights we learned from consumers

1. The imaging provider of choice delivers on all fronts
Quality, access, service, and cost considerations are among the most preferred factors, showing that patients are shopping based on value and while balancing various priorities.

2. There are many ways to attract patients, but there is one main way to lose them
Five of the 10 lowest-ranked factors are access-related, and wait time is the most significant deterrent.

3. Patients are keeping tabs on out-of-pocket costs and in‑network status
Price plays a huge role in imaging patients’ decision-making process.

4. Talk about money early in the process
Knowing the exact price before the imaging service is almost three times more preferable than getting a price estimate, according to patients.

5. Cost and access trump a physician recommendation
Physician recommendation is rated the most important source of information when selecting an imaging facility, but survey respondents prioritized cost and access over a physician recommendation.

6. Your patients are consulting Yelp for more than just restaurant reviews
One in four patients looks for patient reviews about the imaging facility or radiologists online.

7. Patients want same-day results
Because waiting for imaging results can be an anxiety-ridden process, prompt turnaround is a significant program differentiator.

8. Don’t make your patients wait
Whether it is waiting for an appointment, or waiting at your facility to get their scan, patients do not want to wait.

9. When it comes to extended hours, evenings and weekends are equally preferred
Extending business hours is an effective way to appeal to patients’ access preferences, expand market share, and increase volumes.

10. Know the age of your target audience—and plan accordingly
Among all the various demographic cuts we analyzed, age had the greatest influence on patient preferences.