CLIENT STORY

From clicks to care: Making your provider directory accountable for growth

As AI-powered search intercepts patient queries before they ever reach a health system's website, one large Southeast health system turned its provider directory into a measurable growth engine — providing a 15.99:1 ROI on every dollar invested.

Solutions: DX Provider Finder | Ignite Growth Platform

Health system background

A large health system in the Southeast relies on its provider directory as one of its primary digital front doors — the place where patients search for physicians, review profiles, and request appointments. But as AI search and generative overviews increasingly answer patient questions before they ever click through, a directory that simply lists providers is no longer enough. Despite steady traffic and form submissions, the health system had no visibility into what happened after a patient hit "submit" — making it impossible to know whether the directory was actually driving care, or just collecting forms.

The challenge

The organization needed its provider directory to do two things it wasn't doing:

• Convert intent into care. Capture patient demand at the moment of decision — before AI search intercepts it — and guide patients from search to scheduled appointment.
• Prove it. Connect digital directory activity to downstream encounters and revenue at the individual provider level, with attribution credible enough to defend in front of leadership.