5 Digital Strategies to Increase Urgent Care Visits From Your Website
Summary: Overcrowded emergency rooms are more than an inconvenience—they signal that the care journey isn’t working as it should. Studies show that 30 to 40 percent of ER visits could be treated in urgent care, yet many patients still default to the ER.
For health systems, the challenge is clear: reduce the strain on emergency departments and guide patients to more appropriate, cost-effective care. The key lies in optimizing digital experiences and empowering informed decision-making.
Here are five digital strategies to increase urgent care visits and build a more efficient care ecosystem.
1. Map and Streamline the Urgent Care User Journey
A lengthy or confusing booking process can deter patients who need quick access to care. In many cases, booking an urgent care visit involves more than 16 clicks. By contrast, best-in-class health systems have reduced this to 10 steps or fewer.
The first step to optimization is mapping the existing journey. Document every screen a patient interacts with—from landing page to appointment confirmation—and identify points of friction. Visualization tools like Miro can help stakeholders see the journey holistically and prioritize improvements.
Fewer steps lead to faster access, higher conversion, and a more competitive digital experience.
2. Provide Real-Time Wait Times and Availability
One of the most effective ways to guide patients toward urgent care is by showing them how much faster it can be. Prominently displaying real-time wait times and availability on your website or app helps influence behavior at critical decision points.
When patients see that a nearby urgent care center has minimal wait times compared to the ER, they’re more likely to choose the faster, more convenient option. Pairing real-time data with location-aware functionality helps health systems direct patients to the right care, at the right time. This kind of dynamic content not only improves usability—it also builds digital trust. Transparent, actionable information supports confident decision-making when it matters most.
Tools like Epic’s On My Way widget make this possible by allowing patients to check current wait times and reserve a spot in advance—as demonstrated in Lee Health’s continuous improvement work.
3. Design for Mobile and Accessibility
Patients are increasingly turning to their phones to access care. Whether they’re searching for a location, checking wait times, or booking an appointment, mobile usability is critical.
Health systems should ensure their digital properties follow WCAG 2.1 accessibility standards and meet ADA compliance. Design should prioritize fast load times, large tap targets, and intuitive navigation. Every urgent care location should be one tap away—from maps and contact information to appointment booking.
An accessible, mobile-first experience not only supports equity in care but also removes barriers that prevent patients from seeking the right care at the right time.
4. Empower Patients With Decision-Support Tools
Uncertainty often drives patients to the emergency room—even when urgent care or virtual care would suffice. Digital tools that guide patients to the appropriate care setting can reduce this confusion and improve resource utilization.
Symptom checkers and care navigation tools can be integrated directly into the user journey. These tools allow patients to input their symptoms and receive clear, data-backed suggestions for where to go—urgent care, ER, virtual visit, or primary care.
When paired with real-time availability and scheduling, these tools provide an end-to-end solution that increases confidence and decreases unnecessary ER visits.
5. Build Digital Trust in Your Urgent Care Brand
In an environment where patients have more choices than ever, trust is a differentiator. Your website and digital platforms should clearly articulate why your urgent care facilities are the right choice.
Use plain language to highlight key value propositions. For example:
An urgent care visit costs up to 80% less than an emergency room visit, with the same quality of care.
Your health system’s urgent care locations are fully integrated with your patient medical records.
Multiple convenient locations across the community mean care is always nearby.
Visual storytelling can also play a critical role. Show real patients and staff who reflect the community you serve. Use authentic imagery, videos, and testimonials to create a sense of connection and familiarity.
When patients see themselves represented—and feel confident in the care they’ll receive—they’re more likely to choose your organization.
Don’t Overlook the Human Element
Technology can streamline access, but organizational change is also needed. Partner with your internal teams to support this shift holistically.
Collaborate with communications to launch a patient education campaign that explains when to visit urgent care versus the ER.
Highlight new tools and improvements across your marketing channels.
Provide ER and triage staff with training and referral pathways to redirect appropriate patients to urgent care.
Together, these strategies create a more connected, efficient care journey—improving outcomes for patients and reducing unnecessary ER volume.
Driving Impact Starts With the Experience
To increase in-person urgent care visits, begin by evaluating your digital journey. Identify where friction can be reduced and trust can be built. Small, strategic improvements to booking flows, mobile usability, and patient education can have a lasting impact.
At Reason One, we help healthcare organizations turn complex digital experiences into seamless, patient-centered access points.
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