This shift is being driven by easier access to information, growing interest in different treatments, and the rise of AI-powered health tools.
Looking beyond traditional treatments
For many common problems, patients are no longer stopping at the first treatment suggested to them. Physiotherapy, for example, remains an important option for many musculoskeletal conditions, but people are also exploring treatments such as cryotherapy and red light therapy, both available from The Good Practice.
These approaches are attracting attention because patients want to understand whether there are additional ways to manage pain, inflammation, recovery or mobility.
This does not necessarily mean people are rejecting conventional healthcare. Instead, they are often looking for a broader understanding of what might be available and whether different approaches could complement their existing treatment.
Demand for healthcare advice is clearly high. NHS England reported that there were 1.83 million new referrals onto the waiting list in June 2025, an increase of 3.2% compared with the previous year.
For patients dealing with ongoing symptoms, this can encourage them to investigate other routes to expert advice while they wait.
Patients are becoming more specific
Another noticeable change is that people are becoming more precise about the type of specialist they want to see.
Someone experiencing ongoing throat problems, for example, may once have simply searched for an ENT specialist. Today, they may look specifically for a voice specialist, throat specialist, or clinician with particular experience in swallowing, vocal problems, or other related symptoms.
This reflects a growing understanding that broad medical specialties can contain many different areas of expertise.
Patients increasingly want to find someone who understands their particular symptoms rather than simply choosing the nearest or most general option.
AI is changing how people research symptoms
AI is also making it easier for patients to investigate their symptoms before speaking to a healthcare professional.
People can use AI tools to organise their symptoms, understand medical terminology, compare potential treatment approaches and prepare questions for an appointment. This can help patients arrive at a consultation with a clearer idea of what they want to discuss.
In fact, the growth of using AI agents is helping patients not only find the right treatments for them, but also carry out AI appointment booking on their behalf.
The scale of this change is significant. Research from King's College London in 2026 found that 15% of the public had used AI chatbots for health advice instead of contacting a GP or another NHS service.
However, AI should be viewed as a research and preparation tool, rather than a replacement for professional medical advice. The same research found that 21% of people who had sought health advice from AI said they had decided against seeking professional healthcare advice because of something an AI chatbot told them.
A more informed patient
The result is a healthcare landscape in which patients are asking more questions and looking deeper into their options.
They may want a second opinion, a more specialised assessment or information about treatments beyond the obvious first step. They may also arrive at an appointment having already researched their symptoms and identified areas they want to explore.
For healthcare providers, this creates an opportunity as well as a challenge. Patients are looking for expertise that is specific, accessible, and easy to understand.
The future of patient care is unlikely to be about simply telling people what treatment they need. Increasingly, it will be about helping them understand their symptoms, their options, and the expertise available to them so they can make informed decisions about their health.