How Optometrists Can Get Found with Local Directories
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The presentation emphasizes the significance of maintaining accurate healthcare listings in a digital context, which is crucial for ensuring patients can find providers. It highlights how most prospective patients begin their healthcare searches online and the impact of incorrect listings on patient conversion rates. The document also outlines best practices for managing these listings using Yext's platform to prevent issues such as duplicate records and outdated information.
How Optometrists Can Get Found with Local Directories
- 2. investor presentation 2016Proprietary + Confidential
- 3. Yext / Surefire Social The Importance of Accurate Healthcare Listings 8 June 2016
- 4. Marc Ferrentino EVP Strategy at Yext
- 5. How Local Data Works
- 6. As Foundational As Your Practice Signage Brodie Mart Town of Hilsdale Dynasty Buffet Elmhurst Hospital Offline Presence Problems are Obvious • Offline presence is a readily understood problem • Digital presence, however, is much more important!
- 7. Yahoo! User Review Google Places User Customer Facebook Post Mobile Yelp User Yahoo! Mobile User Yelp App User Signal Claimed Yahoo Listing Regional Directory Foursquare Check-in Claimed Yelp Listing Healthgrades Reviews Twitter Post Facility Locator DexKnows Page News Article Bing Local Listing Government Filing Tax State Forms Bank Loan Data Unstructured Forum Phone Records Vitals.com Acxiom Database Out of Biz Call Center Lexis Nexis Directory Infogroup Database Patent Registration Unique Biz ID Forms Offshore Location Team GigWalk Submit Thomson Reuters Nasdaq Filings The Local Data Ecosystem Twitter Post Phone Records InfogroupYelp Crawl ?
- 8. Question • Have you tried calling a phone number that didn’t work or led to another provider? • Who has ever gone to a practice location that was no longer there or closed? • Digital Presence is FOUNDATIONAL to every practice to ensure it is found! • How do you demonstrate this?
- 20. If You Don’t Keep Up With This The Average Business Studied: Changed every 6 Which equals 61Core changes per Year This was only looking at Name, Address, and Phone If we added hours of operation, websites, social links, etc. it’d be far worse days for Name, Address or Phone
- 21. • Data is Locked • Ongoing scans search for duplicate records to suppress • Patients can see the locked data • The ongoing value protects and ensures the data is correct • No other platform can do this
- 23. Why Local Data is Important in Healthcare
- 24. Poll Question What priority is placed on digital presence?
- 25. Sources: Think With Google, Associated Press-NORC, PEW Internet & American Life Project Technology has fundamentally changed the way people search for healthcare providers and become patients. The Patient Search Journey is Changing UNBRANDED SEARCH Department, Specialty, or Conditions/Symptoms BRANDED SEARCH Doctor Name or Hospital/Practice Name Patients begin their healthcare searches from multiple platforms Doctor Listing Doctor Finder/Page TAKE ACTION Book an appointment via phone, website, or individual doctor/practice page Facility Listing 93M 77% 81% 44% Americans have searched online for a health-related topic of prospective patients used search prior to booking an appointment of healthcare-related searches are unbranded of patients book appointments via mobile devices
- 26. Traditional Marketing Patient Marketing Healthcare Marketing Funnel Patients often start their searches close to or at the moment they need care.
- 27. Source: Associated Press-NORC Prospective patients want to make informed decisions about their medical care and evaluate multiple factors in their searches before choosing a provider. Top 3 factors when choosing a provider: Industry Search Trends Facility Convenient Location Provider Relevant Expertise Syste m Hours of Operation
- 28. Inaccurate Physician and Facility listings directly impact patient conversion – incorrect contact information makes for a poor digital experience and lessens the likely hood that a prospective patient searching for a provider will convert and book an appointment. The Importance of Listings Accuracy This example highlights how a bad information can mislead prospective patients: Dr. Agnihotri’s Google listing displayed his previous employer’s phone number and address.
- 29. Inform and Empower Patients with Full Control Online Promote seasonal initiatives and announce office moves or closings across the web with a single click. One Medical booked 5000 more flu shots by leveraging the Yext- exclusive Featured Message across its facility listings
- 30. Propel Local Search Results with Duplicate Suppression Fresenius Medical Care suppressed 23,000 incorrect & duplicate listings across the search ecosystem with Yext Duplicate listings can be created every time a doctor or facility opens, closes, or moves — and they cause inconsistencies that damage SEO. Leverage Yext’s direct integrations with 100+ sites, maps, apps, and search engines to solve this problem for good.
- 31. Publishers increasingly recognize how important listings are for physicians. • As additional sites follow Google’s lead, a best practice for optimizing doctor listings is to have a unique phone number for each doctor. • However, we recognize this is not currently possible for some organizations. Yext fully supports doctors without unique phone numbers, and we constantly push on PowerListings publishers to enhance support for physician listings and will escalate one-off issues if they arise. Best Practices for Doctor Listings Google and other publishers are taking proactive steps to support healthcare professionals
- 32. Thank You!