Appointment Request vs. Online Scheduling: What Patients Really Want

Still Losing Patients by Offering Only Appointment Requests?

Let’s talk about a silent killer of patient acquisition: your “Book Appointment” button.

On the surface, your website might look like it’s offering online scheduling—but if it’s only allowing patients to request an appointment, you could be losing more patients than you realize.

Self-Scheduling vs. Appointment Requests: What’s the Difference?

Today’s patients expect convenience. They want to schedule appointments on their own terms, instantly, without waiting for a callback.

Many ophthalmology practices still rely on appointment request forms, especially when templates are complex or insurance coverage varies widely.

And while there are valid reasons for doing so—like needing to verify insurance before booking—not being crystal clear about what happens next can seriously backfire.

Where It Goes Wrong

Let’s say your site has a button labeled “Book Appointment.”

A patient clicks, expecting to see available times and confirm a visit.

Instead, they land on a poorly designed contact form:

- Background photo makes text unreadable

- Font blends into the background

- Fields aren’t clearly labeled

Even worse? You’re an ophthalmology practice. Your patients are often older, with visual impairments. That unreadable form just became a major barrier.

How to Fix It (Without Overhauling Your Whole Website)

If you must use appointment requests instead of full self-scheduling, here’s how to make it work:

✅ Set Clear Expectations

Change the button to say “Request Appointment” instead of “Book Now.” Use plain language like:

“After you complete this form, our staff will call you to confirm your appointment.”

✅ Be Honest About Response Time

Don’t promise a call “shortly” if your staff needs 24 hours. Set realistic expectations.

✅ Make the Form Accessible

- Use high-contrast colors

- Avoid background images behind form fields

- Label each section clearly

- Use larger fonts for older eyes

✅ Empower Your Staff

- Check requests frequently

- Call back within the promised window

- Use two-way texting tools for faster communication

Consider Adding Self-Scheduling

If your EMR or intake system supports it, adding true online scheduling can be a game changer.

Studies show that up to 88% of patients want to book appointments online, and practices that offer this often see:

- Fewer no-shows

- Higher patient satisfaction

- More new patients

If your “Book Now” button leads to frustration, you’re losing patients—and you may never know it.

You don’t have to change everything overnight. But better communication, form design, and staff responsiveness can make a big difference.