Zocdoc, a widely recognized platform that connects healthcare providers with patients, has become a popular tool for medical practices looking to expand their patient base. On the surface, Zocdoc seems to offer a convenient solution: it provides online booking, increases visibility, and simplifies patient-provider connections.
However, beneath this convenience lies a set of challenges that can negatively impact your practice's growth, financial health, and overall control of your marketing efforts. In this article, we will explore the drawbacks of relying on Zocdoc, including its high costs, reduced branding opportunities, and its unintended competition with your Google Ads campaigns.
We’ll also offer strategies to avoid these pitfalls by investing in Google Ads, optimizing your website for organic search using tools like Google Search Console, and taking control of your patient acquisition strategy.
Page Content:
Zocdoc High Costs and Questionable ROI
Zocdoc operates on a pay-per-booking model, where practices are charged for each new patient appointment booked through the platform. These fees typically range between $50 and $75 per appointment, depending on your specialty and location, and in some cases, fees can rise as high as $140 per new booking.
Financial Burden on Practices
While the pay-per-booking model might seem straightforward, the costs can quickly accumulate:
A practice receiving 10 appointments per month through Zocdoc at $75 each would spend $750 per month on patient acquisition.
Over a year, that totals $9,000 in fees, a significant expense for most practices, especially smaller ones.
Alternative: Google Ads
When compared to Zocdoc, advertising through Google Ads offers a much lower cost-per-patient-acquisition:
With targeted campaigns, practices can often acquire new patients for as little as $10 to $30 per confirmed patient.
This approach allows for greater flexibility and scalability—practices can adjust budgets, pause campaigns, and optimize ads for better performance.
➡️ Learn more about Google Ads and how to manage ad competition.
ROI Concerns with Zocdoc
One of the key issues with Zocdoc fee model is the lack of control over ROI. Providers are often charged even for:
Cancellations or no-shows: If a patient fails to attend the appointment, you still pay the Zocdoc fee.
Duplicate patients: If an existing patient uses Zocdoc to book a follow-up, you are charged as though they were a new patient.
This can result in poor returns on investment, where practices spend significant money without guaranteed results.
Reduced Branding Control and Online Visibility
Zocdoc Focuses on Its Brand, Not Yours
When patients use Zocdoc to search for healthcare providers, they primarily interact with Zocdoc platform—not your practice’s website. Zocdoc positions itself as the brand patients trust, meaning:
Patients build familiarity with Zocdoc, not your practice.
Your name and brand become secondary in the patient’s mind.
By relying on Zocdoc, you miss out on opportunities to develop your unique brand identity and build trust directly with patients.
Missed Website Traffic
Patients who find you through Zocdoc are not visiting your website, which means you lose opportunities to:
Showcase your services, specialties, and unique value propositions.
Build long-term relationships through email newsletters, promotions, or patient education.
Gather valuable data on how patients interact with your website using tools like Google Search Console.
Increased Competition and Keyword Conflicts
Zocdoc advertising model creates unintended competition for practices that also run Google Ads campaigns.
How Zocdoc Competes with Your Ads
Zocdoc runs its own ads on Google Search, targeting keywords that healthcare providers would typically use to promote their own services. For example:
Keywords like “primary care doctor near me” or “best dentist in [city]” may trigger both your Google Ads and Zocdoc ads.
If a patient clicks on Zocdoc ad instead of yours, you lose direct control of that patient interaction.
As noted by Google Ads experts, while Zocdoc ads are not technically violating policies, they still appear in the same Google Ads auction, increasing competition and raising costs for practices.
➡️ Read more about competition and Google Ads double-serving policies here.
The Downside of Double Exposure
When Zocdoc advertises your practice through its own ads, and you simultaneously run your own ads, you appear in the Google auction twice:
Directly through your own ads.
Indirectly through Zocdoc ads.
The result?
You compete against yourself for visibility.
Zocdoc ad may attract clicks away from your direct ad.
Your advertising costs increase, but you pay Zocdoc per-booking fee instead of benefiting from a lower-cost Google Ads conversion.
This scenario leaves you paying more for patient acquisition and ceding control over your marketing strategy.
Dependency on a Third-Party Platform
Over-Reliance on Zocdoc
Zocdoc can seem like an easy solution for attracting new patients, but over time, it creates dependency:
If Zocdoc increases its fees, your marketing costs rise overnight.
If Zocdoc changes its policies or algorithms, your patient flow can suddenly decrease.
Relying heavily on Zocdoc makes your practice vulnerable to factors outside your control.
Lost Ownership of Patient Data
When patients book appointments through Zocdoc, the platform retains control of their data. This prevents practices from building their own patient databases, which are essential for long-term growth and retention strategies.
By contrast, when patients book directly through your website, you own their information and can use it for:
Follow-up communication.
Marketing campaigns.
Personalized patient engagement.
Building Your Own Patient Acquisition Strategy
To avoid the pitfalls of Zocdoc, consider adopting a more sustainable patient acquisition strategy that focuses on owning your brand, controlling your costs, and increasing long-term ROI. Here’s how:
Invest in Google Ads
Google Ads allows you to target patients directly through keyword-based advertising. By running well-optimized campaigns, you can:
Lower your cost-per-acquisition to as little as $10 to $30.
Control your budget and adjust campaigns as needed.
Create ads that emphasize your unique brand and messaging.
Optimize Your Website with SEO
By optimizing your website for search engines, you can attract organic traffic without paying third-party fees. Tools like Google Search Console help you identify:
High-performing keywords that drive traffic to your site.
Opportunities to improve website content and performance.
Leverage Local SEO
Local SEO strategies can help you rank higher in Google searches for patients in your area. Steps include:
Creating a Google Business Profile.
Targeting location-specific keywords.
Encouraging patient reviews on Google to build trust.
Focus on Long-Term Patient Relationships
While Zocdoc helps you acquire new patients, it does little to foster loyalty or retention. Patients who book through Zocdoc may not feel a direct connection to your practice.
Strategies for Patient Retention
Develop a strong online presence: Build a website that highlights your expertise, services, and patient success stories.
Engage on social media: Use platforms like Facebook or Instagram to connect with patients and share valuable content.
Offer convenient scheduling options: Integrate online booking tools directly into your website to improve user experience.
By focusing on long-term relationships, you can turn one-time patients into loyal advocates for your practice.
Conclusion: Why Zocdoc Listings May Do More Harm Than Good
While Zocdoc offers short-term convenience, its drawbacks—high costs, reduced branding control, increased competition, and dependency—can harm your business in the long run. Practices that rely too heavily on Zocdoc often find themselves paying premium prices for new patients while losing opportunities to grow independently.
Instead, focus on building a direct marketing strategy that prioritizes your practice:
Use Google Ads to target specific keywords and demographics at a lower cost.
Leverage SEO tools like Google Search Console to attract organic traffic to your website.
Invest in building strong patient relationships through branding, content, and personalized communication.
➡️ Learn more about managing Google Ads competition here.
By taking control of your marketing strategy, you can attract new patients, build trust, and grow your practice without relying on third-party platforms like Zocdoc.
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