Who You Actually Compete With

Generic benchmarks treat every health system the same. A large academic medical center and a community multi-specialty group are not competing for the same patients — so comparing them tells you nothing useful. The relevant question is: who are the organizations in your actual market that patients would choose instead of you?

Luma answers this by identifying peer health systems based on geographic and service-area overlap. A system qualifies as a peer if it shares at least three medical specialties with you and serves a meaningfully overlapping patient population. This isn’t a manually curated list — it’s a computed match, updated as new organizations are indexed and as your own specialty mix evolves.

The result is a competitor set that reflects reality: the specific organizations that show up when patients in your market search for the services you provide. Not a national average, not a category cohort — your actual competitive landscape.

The only comparison that matters is against the systems patients choose instead of you — not against a national average that includes organizations in different markets entirely.

Head-to-Head

Once peers are identified, Luma scores them the same way it scores you. That means the same AI-driven analysis of scheduling availability, online presence, and patient experience signals — applied consistently across every organization in your cohort.

The head-to-head view surfaces two key deltas against your top competitor: the AI-score gap (how your overall scheduling and patient-acquisition posture compares) and the time-to-next-appointment (TNAA) delta (how your booking speed compares for matched specialties). You also see how many providers each competitor has scheduled online and which specialties they’re actively marketing — so you can see at a glance whether a competitor has a deeper scheduling footprint in a service line you share.

Illustrative Example — Not Real Data
Primary Care head-to-head: you vs. your top peer
78
Your AI Score
83
Top Peer Score
9d
Your TNAA
6d
Peer TNAA

In this illustrative scenario, you’re 5 points behind your top peer on AI score in Primary Care, and 3 days slower on time-to-next-appointment. Both are addressable — and knowing exactly where the gap sits is the first step to closing it.

Where You Rank

Beyond the head-to-head matchup, Luma places you in a cohort ranking for each specialty. This is a percentile position within the set of peer organizations that offer the same specialty online — so you can see not just whether you’re ahead or behind one competitor, but where you fall across the whole field.

Rankings are expressed in plain terms: “#4 of 18 in Dermatology” means you’re in the top quartile for scheduling speed and availability in that specialty among the organizations in your peer set. Cohort rankings are available per specialty, so a system that’s leading in Primary Care and trailing in Cardiology sees both signals clearly — not averaged away into a single score.

Rankings are also set against industry benchmarks where established norms exist. For Primary Care, for instance, the widely-cited expectation is that new patient appointments should be available within approximately 14 days. Luma surfaces how your TNAA compares to that benchmark, and how it compares to your peer cohort, in the same view.

Coverage Gaps

One of the most actionable outputs in the Market Intelligence view is the coverage gap analysis: the specialties and departments your peers are scheduling online that you aren’t.

A competitor offering online booking for Behavioral Health while you require a phone call is a structural disadvantage — not a quality gap, but a distribution gap. Patients searching for “therapist accepting new patients near me” can book with a competitor immediately. You don’t appear in that flow at all.

Coverage gaps surface these situations directly, organized by specialty. For each gap, you see which peers have online scheduling in that area and what their TNAA looks like. The goal isn’t to match every competitor on every specialty — it’s to make deliberate decisions about where a gap is acceptable and where it’s costing you patient acquisition.

Keyword Fleet Benchmarks

Market Intelligence extends to the keyword and ad layer through anonymized, cross-organization conversion data. When you’re deciding whether to bid on a keyword like “cardiologist accepting new patients” vs. “heart doctor near me,” the relevant question isn’t which one has higher search volume — it’s which one actually books appointments across organizations similar to yours.

The Keyword Fleet Benchmark answers exactly that. For each keyword in your targeting consideration set, Luma surfaces how that keyword converts across similar practices in the network — anonymized and aggregated so no individual organization’s data is exposed. The output is a conversion rate benchmark that lets you allocate budget toward terms with a proven track record, not just theoretical search intent.

This is especially valuable for specialties with complex or ambiguous patient search behavior, where the keyword that sounds right often performs worse than a less obvious long-tail term that patients actually use when they’re ready to book.

The Watchlist

Competitive positioning isn’t static. A peer system can expand into a new specialty, add a provider, change their booking flow, or start accepting new patients in a service line they previously had closed. The Watchlist feed tracks these changes over time so you see competitive shifts as they happen — not months later when they’ve already affected your market share.

The Watchlist surfaces: new appointment types added by peers, changes to their scheduling availability (opening or closing new patient capacity), and updates to the questions and forms in their booking flow that might indicate a service-line expansion or contraction. Each change is timestamped so you can see the cadence of competitor activity, not just a current-state snapshot.

For health system administrators tracking a specific competitor or watching a specific specialty, the Watchlist provides a continuous signal that doesn’t require manual checking or periodic reports. It runs automatically as part of Luma’s ongoing peer-scrape infrastructure and surfaces relevant changes directly in your Market Intelligence view.