Summary: Trust is the #1 factor behind appointment decisions, more than price or distance.
Problem: Practitioners often appear too technical or too generic online.
Solution: Combine expertise with approachability — human-first content, proof, and communication.
Comparison:
Purely technical tone → intimidating
Overly casual tone → reduced credibility
Balanced expert-human tone → trust + connection
Actionable Recommendation: Publish 1 weekly “Doctor Explains” video simplifying common patient concerns.
Summary Insight: People don’t book the best doctor — they book the doctor they trust.
