Why prioritizing accurate provider data is vital and cost-effective

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Physicians treat patients like patients — humans who are sick, hurt, scared or otherwise in need of medical care. But in order to maintain a viable business, physicians also need to treat patients like consumers — humans who are cost-conscious and convenience-oriented and have the ability to make choices.

From a business perspective, doctors and other clinicians (and those who work in physician offices) must consider people as consumers to get them in the door and as patients once they walk through the door. Ensuring your provider data are accessible and accurate is by far the most effective and efficient way to attract consumers. Inaccurate data lead to significant financial loss and lack of growth. According to Kyruus Health’s 2024 Care Access Report, 30% of consumers either skipped or delayed seeking care due to inaccurate provider information.

Paul Merrild
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Provider data management extends far beyond listing a doctor’s name, office address or phone number on a website. It involves constantly ensuring the accuracy of information about a provider’s specialties, accepted insurance plans, availability and even languages spoken. For patients, these data are critical to making informed decisions about their care. Nearly 80% of respondents in that report said that finding inaccurate provider information impacted their level of trust in their provider.

The cost of inaccurate data

Missing or outdated information, such as incorrect practice hours, inaccurate specialties or wrong insurance details, not only frustrates patients but also creates operational challenges, including missed appointments and inefficient use of staff time. But that’s not all. Inaccuracies in provider data can also have the following consequences:

Visibility and access: Many patients begin their search for care through health plan directories or online platforms like Google. Kyruus Health’s 2024 Care Access Reportdetailed that 70% of consumers most recently searched for care online, and 32% began their search with their health plan’s website or app. Given these numbers, it’s logical to suggest that if a practice’s provider data are inaccurate or incomplete, it could reduce patient acquisition and potentially diminish potential care and revenue opportunities.

Information mismatches: Patients who schedule appointments based on inaccurate data, such as outdated insurance information and acceptance, may cancel or dispute charges. This can diminish a patient’s trust and potentially create unfilled appointment slots.

Administrative burden: With inaccurate information, a physician’s office staff can spend hours rectifying errors, addressing complaints and resolving issues. That’s time that could be spent streamlining operations or improving patient care. This can be extremely inefficient for a provider, especially when matched with a patient seeking care that the provider cannot provide.

Managing these data independently is nearly impossible for most practices. It takes significant time and effort to correct and maintain provider data across more and more platforms, search engines, apps and payer directories.

Why it matters now

A patient doesn’t just look up “foot doctor” in the yellow pages anymore. More than half of health care consumers consult three or more online resources when searching for a provider or service, according to Kyruus Health’s 2024 Care Access Report. If provider information isn’t readily available, an estimated 30% of consumers find another provider or skip or delay seeking care altogether. This trend is especially concerning for younger adults, as 44% of Generation Z respondents have avoided care because of inaccurate provider information.

Available data go hand in hand with online appointment scheduling and provider availability. Of patients who delayed care, 63% said it was because they could not find an appointment.

Vital for the practice

There are many channels for a patient seeking care to find an appropriate provider, and the number of those channels will only increase. But in this age of information, patients need accurate and actionable information. Current and prospective patients want and need the ability to access reliable provider data. It’s vital for them, which means it’s vital for the practice.

Paul Merrild is president of Kyruus Health, the leader in provider search and scheduling solutions for health care organizations. He leads the growth and scale of the company’s core business operations, including health plans, health systems, clinical and product development.