The Untapped Goldmine: Why Patient Advocates Are Missing Clients on the BBB

August 04, 2025 | by Michele Billings

Here is a statistic that should stop every independent patient advocate in their tracks. According to a representative at the Better Business Bureau, within a 105-county territory in Texas, the BBB platform fielded over 10,000 searches for an «advocate» in the last year.

The number of true, independent patient advocates that appeared in those results? One.

This isn't just a gap; it's a chasm between immense, proven demand and near-zero visibility on a platform trusted by millions. For the advocate who understands this opportunity, it's a direct line to thousands of potential clients.

While many business owners today view the BBB primarily as a forum for customer complaints, this data proves its true power: consumers are actively using it to find and vet reputable services. The Baby Boomer generation, in particular—a group in high need of health advocacy—grew up with the BBB as their go-to source for credibility. They aren't just looking; they are looking here.

The message is clear: the platform trusted most by a key demographic is the one with the fewest true advocates. By establishing a clear and professional presence on the BBB, you can bridge this gap and connect directly with clients actively searching for your services.

Here’s how the BBB serves as a strategic tool for your practice:

Capture Proven Demand: The 10,000 searches prove that potential clients are already looking for you on the BBB. An accredited profile ensures they find you instead of an empty search result or an unrelated business.
Reach a High-Need Audience: The senior population is more likely to trust and use the BBB than any other platform. You are meeting them on the ground they already hold sacred.
Build an Instant Trust Signal: BBB accreditation is a stamp of approval that signifies you are a legitimate, professional business committed to ethical practices, providing an immediate competitive advantage.
Cut Through the Noise: Since the «health advocate» category is cluttered, a well-defined profile allows you to stand out as the precise solution to those 10,000 searches.
Demonstrate Your Credibility: Use the BBB platform to build social proof with client reviews. It’s a powerful way to showcase your value from a source clients already respect.

In a crowded market, the BBB offers a hyper-local and trusted platform to build your practice. It’s not just another listing; it's a strategic move to place your business directly in the path of immense, existing demand.