Publication:

Factors influencing the choice of healthcare provider among Riyadh residents: the role of social media and marketing strategies

Background In Riyadh, people are increasingly choosing healthcare providers through digital channels, in addition to traditional trust sources. In this study, we examined the factors influencing provider choice and how search engines, social media, online reviews and marketing affect clients' decision-making processes.

Methods Authors conducted a cross-sectional survey among residents of Riyadh using a structured Arabic questionnaire distributed online. We employed a quota-guided, stratified convenience sampling approach based on gender, age, education and income. We provided descriptive statistics, chi-square tests and ANOVA. We also looked at correlations between digital influence and provider choice outcomes.

Results The most important factors for choosing a provider were perceived clinical quality (74.9%), provider reputation (68.0%) and access to specialized physicians (63.2%). Cost (50.2%), location/accessibility (46.1%) and insurance coverage (45.2%) also played significant roles. Personal recommendations were the primary source of information (80.8%), followed by online ratings/reviews (53.9%) and official provider websites (38.1%). Google was the primary source of healthcare information (79.2%), while social media primarily raised awareness and assisted with initial shortlisting. People were cautious about advertisements and unverified reviews, often reporting “fake reviews” and “paid advertising” as significant challenges (66.4% and 65.1%, respectively). Choosing a provider based on social media ads/reviews was more common among females, employed individuals, insured participants and higher-income groups (p<0.05 for each).

Conclusions Digital channels have a significant impact on the discovery and shortlisting of providers in Riyadh. Improving service quality, increasing the availability of specialists, providing transparent pricing and ensuring the authenticity of reviews could enhance patient decision-making and trust.