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September 01, 2020

What are Apple Maps Ratings? New Maps Feature Includes Business Ratings, Photos

By: Kieran McQuilkin

A new feature is coming to Apple Maps that allows users to post ratings and pictures of businesses and points of interest. Maps users who tap the icon of a place they have physically visited can recommend the location with a “thumbs up” or “thumbs down” rating. What are Apple Maps Ratings? The new Apple rating system lets visitors and customers recommend places and business…

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A new feature is coming to Apple Maps that allows users to post ratings and pictures of businesses and points of interest.

Maps users who tap the icon of a place they have physically visited can recommend the location with a “thumbs up” or “thumbs down” rating.

What are Apple Maps Ratings?

apple-maps-ratings
Image credit: BeauGiles / Twitter

The new Apple rating system lets visitors and customers recommend places and business locations.

The system will distinguish relevant categories, so users can rate different aspects of the customer experience. For example, your business might receive a “thumbs up” rating for your product but a “thumbs down” for your service.

The Apple Maps app uses built-in machine learning to detect when a user has visited a place several times. To curb abuse, Apple will only request and accept ratings from users who have physically visited the location or business.

With an estimated 23.3 million users in the U.S., Apple Maps represents a significant consumer base that will generate a new stream of business reviews and ratings. The new feature is expected to launch this fall, so marketers need to start preparing now.

Here’s what we know so far about Apple Maps ratings.

How do Apple Ratings Work?

Clicking on an Apple Maps placemaker currently brings up reviews from third-party partners like Yelp, Foursquare and TripAdvisor. Clicking on the reviews to read more will direct the user to the App Store to download the partner’s app.

Soon, users will see a “Rate and Add Photos” option near the bottom of a business location’s profile. Clicking the button brings up a menu to rate that location.

The “thumbs up” or “thumbs down” format is similar to Facebook’s “yes” or “no” recommendations. However, ratings for specific categories regarding a location will offer more feedback data than a binary recommendation.

Meanwhile, Apple is adding a new “Add Photos to Maps” option where users can upload pictures directly to Maps. Previously, users would need to submit images and reviews to third-party apps for them to appear on Apple Maps.

Photos will only be available to users over 13 years old, and they will be reviewed by humans before displaying on the app.

Where are Apple Maps Ratings Available?

The new ratings feature for Apple Maps first appeared Aug. 28, and first reported by 9 to 5 Mac. It was included in the release of the sixth beta of iOS 14 – the most recent iPhone software update test.

Apple is in the early stages of implementing the feature, but ratings and images likely will go live for all iOS 14 users this fall. For now, the feature is only visible for a few points of interest on Maps. Digital Information World reports some users in the U.S. and Australia are seeing the option.

For managing reviews, Apple does plan to have strong spam detection. Along with geolocation requirements, ratings and photos will be linked to users’ Apple ID. If you see a rating or photo of your business that seems out of place, alert Apple through the Report a Problem feature.

To try out the new feature with your developer, you can download Apple’s latest beta build.

Impact on Reputation Management

Binary Fountain is closely watching developments around Apple Maps ratings as more details arise. It’s immediately clear, though, that the new feature will have an impact on your reputation management initiatives.

The new change aims to decrease Apple’s reliance on third-party platforms like Foursquare and Yelp as sources of reviews and photos. Those integrations may change or disappear as Apple builds its own database of customer feedback. Moreover, in the future, Maps users likely won’t be redirected to the App Store when trying to leave a business review or post an image.

The company’s foray into reviews has implications for the Local SEO community as well. Ratings and reviews are becoming the most important aspect of local search. And if Apple builds its rumored search engine, Maps ratings surely will weigh heavily on search rankings.

Another review platform means another opportunity to influence your online reputation and build your customer base. Binary Fountain can distribute your location data to hundreds of platforms, optimize your listings for local search, and manage customer reviews across all your facilities.

Schedule a free, 30-minute demo to learn more.

Schedule a Demo

 

About the Author

Kieran McQuilkin
Content Marketing Specialist

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August 27, 2020

[Webinar Recap] Engaging Physicians to Recover Lost Revenue from COVID-19

By: Kieran McQuilkin

No matter what your specialties are, most healthcare groups have had two common experiences during COVID-19: A newfound reliance on fast, effective physician engagement and a pressing need to rebuild revenue streams – which means rebuilding patient trust. Where was revenue most impacted by the coronavirus, and how can you work with providers to recover it? In this webinar,…

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webinar-engage-physicians-covid-19No matter what your specialties are, most healthcare groups have had two common experiences during COVID-19: A newfound reliance on fast, effective physician engagement and a pressing need to rebuild revenue streams – which means rebuilding patient trust.

Where was revenue most impacted by the coronavirus, and how can you work with providers to recover it?

In this webinar, Shahid Shah, co-founder of Citus Health and publisher of Netspective Media’s digital health properties, joins David Elstein, senior communications specialist for the American Board of Orthopaedic Surgery, to discuss strategies for engaging providers and recouping lost revenue through reputation improvements and digital tools.

In a conversation with Binary Fountain EVP of Strategy & Corporate Development Andrew Rainey, they cover key platforms and channels to target for efficient patient and provider engagement. They also offer ways to communicate with providers and find business-line or marketing-based opportunities to rebuild patient trust.

Click here to watch the on-demand webinar. 

Here are the key takeaways:

Patient Concerns and COVID-19’s Impact on Revenue

For patients now, there is a general reluctance to visit facilities that they weren’t already trusting of. It’s a good time to survey patients, not necessarily to win them back immediately, but to find out if they trust your facilities and operations.

Measuring how patients feel after they come to your providers is key to understanding patients’ preferences. Generating new customer feedback can help ascertain what healthcare consumers are thinking and what they’re worried about, giving you the chance to address and solve those problems.

Healthcare marketers also must consider the people influencing their patients’ care decisions. You need patients to feel good about visiting your facilities and providers, but you also need to make their communities and families feel good about it.

Shah puts it this way: “If you don’t account for the influencers, you won’t move the needle on a lot of your patients.”

Even as consumer behavior shifts, what has worked in terms of marketing communications will continue to work – but more technologies and opportunities will add to the mix.

“As long as you have a good plan,” Elstein says, “you don’t need to completely change your marketing communications.”

If your digital marketing efforts have so far done well to educate patients, COVID-19 has supplied a broader online audience to reach. If your online initiatives weren’t already strong, the ability to quickly switch to a digital-front-door strategy is necessary to compete in 2021.

Engaging Physicians and Building Patient Trust

The name of the game is over-communication, according to the panelists. Health – especially now – is important enough that people want to know about all the steps related to their visit and care. The same applies to providers, who need to be contacted through their preferred channels about safety measures and new processes.

At the same time, you can’t assume that your safety precautions and changes in customer experience are obvious, Shah says, echoing the thoughts of Jay Baer in our June webinar.

“What’s not working is assuming that you’re so important that you don’t have to explain to patients why they need to schedule an appointment even with COVID-19 happening.”

Again, solving those issues starts with patient feedback.

Surveys can tell you in clear terms what the main concerns of patients are. Recent, unbiased feedback data helps you understand “why” patients make different care decisions. Once you have the “why,” it will be clear what they want to hear from your healthcare brand.

Messaging, Digital Tools and Online Reputation

The most important piece of healthcare brand communications at the moment is carrying a two-way conversation.

Messaging is the best place to start, with SMS text messages specifically performing well for open rates and conversions. Looking forward, if you can get a chatbot on your website, you should.

Email still has significant return on investment for a small budget, and social media tied to custom content is highly effective for communicating with both providers and patients. Podcasts, meanwhile, are a great way for long-form educational content that is easy to produce.

Many health systems are launching mobile campaigns to drive new reviews to their own websites and to third-party review sites. Patients want to see recent reviews, so it’s important to find ways to generate authentic testimonials – especially if you had low review volume before the pandemic.

“Even with uncertainty around the virus,” Shah says, “we can trust brands that other people trust. And that is now even more important.”

Click here to watch the on-demand webinar. 

Read more about COVID-19’s impact on healthcare marketing:

About the Author

Kieran McQuilkin
Content Marketing Specialist

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August 26, 2020

Key Takeaways from the HMPS 2020 Virtual Summit

By: George LaDue

The HMPS 2020 Virtual Summit had to occur online due to COVID-19, but its advice and takeaways are real and tangible. The virtual summit took place Aug. 18-20, with dozens of keynote speakers and breakout sessions discussing the latest in healthcare marketing, digital communications and reputation management. As the coronavirus spread in 2020, healthcare marketing activities and budgets were…

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hmps-2020-logoThe HMPS 2020 Virtual Summit had to occur online due to COVID-19, but its advice and takeaways are real and tangible.

The virtual summit took place Aug. 18-20, with dozens of keynote speakers and breakout sessions discussing the latest in healthcare marketing, digital communications and reputation management.

As the coronavirus spread in 2020, healthcare marketing activities and budgets were sharply curtailed. Tactics shifted to earned and owned media revolving around local listings, crisis management and education. Over three days, HMPS 2020 speakers broke down that shift and what it means for marketers going forward.

Notable presenting companies included Healthgrades, Kyruus, Greystone.Net, True North Custom, Accenture and DocASAP. They were joined by some of the U.S. healthcare industry’s top players, including Cleveland Clinic, St. Luke’s Health System, Geisinger, Ascension, AdventHealth, Mount Sinai Health System and Banner Health.

Some of the healthcare marketing topics covered were:

  • Interactive and digital strategies
  • Taking control of the online conversation
  • Using marketing technology for patient experience and growth
  • Investing in healthcare marketing and communications
  • Vendors, insourcing vs. outsourcing and KPIs

Below is a recap of key takeaways from the HMPS 2020 Virtual Summit, with frameworks and advice for healthcare consumerism, reputation management, mobile engagement, content marketing and digital technology.

Healthcare Consumerism Center Stage at HMPS 2020

The main headline: Healthcare marketing is being forced to embrace consumerism. Retail players are making bigger moves into the healthcare and provider space than ever, so health systems and hospitals need to be “commerce-ready.”

A major focus going forward will be on the business of running hospitals and clinics to fend off the health-retail entrants entering the market. CVS is expanding its Minute Clinic in scope and scale, Walgreens spent $1 billion to launch VillageMD in its pharmacies, and Walmart is creating health centers and launching a Medicare Advantage plan.

Geisinger VP of System Marketing and Brand Jeff Bean puts it this way: “The Netflix-Blockbuster moment is happening right now for health networks and hospitals.”

These retail-type entrants to healthcare might benefit community health, but will certainly take a cut from hospitals and regional health systems. Making retail health familiar to the consumer services we already have today, through peer-to-peer marketing strategies, is key to competing.

It’s easy for healthcare marketers to lose sight of the consumerism angle, with layers of insurance and regulations between providers and patients. But consumers are now reporting the biggest priority in healthcare is the personalization of care.

Marketers need to look at patients as consumers with personal preferences, and give them choices in the patient journey. Healthcare can learn from other industries – like retail and banking – about how to personalize these consumer experiences.

Reputation Management in Healthcare

Healthcare consumerism and online reputation management go hand in hand. Brands that simplify consumer decision making are 115% more likely to be recommended, says Vanderbilt University Medical Center’s Megan Pruce. Similarly, 64% of consumers more likely to recommend a brand because it’s simple.

Health systems are behind the retail industry in terms of consumer-journey tracking, but there is sufficient patient feedback data available to make strides and compete with large consumer players. Marketers need to use survey and review data to guide choices in the patient journey.

ebook-online-reputation-management-ROIWays to do this include displaying star ratings on location pages and physician pages, giving consumers choices about their treatment, and making it easy to read reviews and understand insurance options.

Relationships, two-way conversations and proactive patient engagement are key to creating value for patients, providers and payers alike. Plus, hospitals with higher patient satisfaction scores have higher profitability.

Looking forward, healthcare systems need to equip providers with customer experience insights that enable them to proactively engage with their patients.

A large part of reputation management is transparency, which also extends to pricing. Healthcare consumers now want to have pricing information as soon as possible, which means price transparency needs to be introduced earlier in the consumer journey.

Mobile Engagement and Evolving Content

Today’s healthcare seekers are tech-savvy and time-constrained. What follows is that patients’ digital experiences are becoming the preferred method for interacting with providers.

Customers are demanding instant communication, and for many consumers, messaging apps and social media have replaced email and phone calls. Meanwhile, healthcare marketing channels and content need to evolve to stay relevant.

One emerging channel, conversational marketing, uses live chat, chatbots, natural language processing (NLP) and social monitoring to foster genuine conversation and real relationships. It has several applications for health marketing departments:

  • Finding a doctor and scheduling
  • Patient portal questions
  • Digital front door FAQs
  • Visitor policy
  • Amenity info

With that said, old communications guidelines hold true. Renown Health has this advice for COVID-19-related brand messaging: “Engage customers and tell relevant, simple, emotional stories.”

Improved patient communication means improved patient outcomes. Much of this data is available in patient reviews, where NLP can categorize reviews that mention a physician or nurse’s explanation of treatments or next steps.

For example, Stanford’s C-I-CARE framework uses relationship-based care approaches with patients, families and colleagues. Supporting the initiative is real-time feedback data, public star ratings and centralized patient experience reporting.

Technology and Vendors, According to HMPS 2020

All HMPS 2020 speakers agree that technology creates an opportunity for engagement and that every interaction in the patient journey is an opportunity for personalization.

Patient engagement technology was cited as a priority by half of all hospitals in a 2019 Gartner survey. It also forecasted that hospital IT spend will be greater than any other spend in the next five years.

Technology vendors in 2020 and beyond need to act as a staff extension, working within your brand standards and your time frame. These can be more episodic initiatives, like web development, copywriting and graphic design.

Meanwhile, successful technology partners need to have a national, best practice perspective, expertise you don’t have in-house, and a focus on improving the health care customer experience. These are long-term strategic relationships, including customer relationship management, feedback management and strategic communications.

Your technology partners and vendors need to help your healthcare brand be “always on,” with conversational platforms that meet customers where they are, when they want. Advances in AI and machine learning help these platforms provide a deep understanding of patients’ needs, and also allow for continuous improvements based on real-time feedback data.

Applying Your Knowledge from HMPS 2020

It’s clear to panelists at HMPS 2020 that brand awareness and patient experience are interconnected, working toward the ultimate growth objective of increasing patient acquisition, engagement and retention. To hit those goals in the months and years ahead, you need to deliver value to patients and cultivate a strong online reputation.

As summed up in the virtual summit’s final keynote session: “Value today is volume tomorrow.”

Binary Fountain’s unified customer experience platform equips you with the business intelligence you need to provide maximum value to patients. Book a free demo today to learn how we can analyze your patient feedback, generate reviews, engage consumers online and automate your healthcare marketing operations.

Schedule a Demo

 

About the Author

George LaDue

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August 24, 2020

Google Analytics Campaign Tracking for Online Listings

By: Erik Fessler

UTM tracking is a simple tool that can have major ramifications for your Google Analytics campaign tracking. It can give you traffic source and behavior information marketers only dreamed of having before the internet. In the print media age, data-driven marketers could only use coupon codes and surveys to make educated guesses on ad effectiveness….

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google-analytics-campaign-trackingUTM tracking is a simple tool that can have major ramifications for your Google Analytics campaign tracking. It can give you traffic source and behavior information marketers only dreamed of having before the internet.

In the print media age, data-driven marketers could only use coupon codes and surveys to make educated guesses on ad effectiveness.

Still, there was a lot of uncertainty. How can a marketer track views on a highway billboard campaign?

Even if you have street traffic estimates, how do you measure the number of people who actually read the billboards? Also, how can you track how much they spent? A $2,000 billboard could attract 3,000 customers and still be a terrible investment if they only spend 50 cents each! And that’s before we look at gross revenue vs. net profit!

You can get much better answers to these questions thanks to Google Analytics and UTM tracking. This simple method allows you to determine which online listings, ads, and other backlinks are sending you traffic.

You can follow these visitors’ digital journeys to determine what they’re looking at on your site. Most importantly of all, you can ensure this traffic is converting!

UTM Tracking

Have you ever opened an article link and noticed that it seemed much longer than a normal URL? You might have even seen the name of the site you navigated from in this long URL. This link was likely a URL with a UTM tracking code.

UTM tracking works by adding code to the end of a webpage’s URL. UTM Tracking URLs can be built for free using tools such as Google’s URL builder. Users only need to paste in the intended destination URL and set five parameters to begin tracking: source, medium, campaign, term, and content.

For example, let’s say you’re tracking efforts to bring in website traffic and online appointments using your online listings. In this example, you’re creating a unique UTM Link for Dr. JD Dorian’s “Make an Appointment” link on his CareDash profile.

Knowing that information, the source on this tracking code could be “caredash” and the medium could be “provider-profile”. The campaign parameter should be set as “online-listings”.

Next, let’s set the term parameter. This parameter would typically be used to track a specific keyword in a pay per click (PPC) campaign. But for this organic campaign, let’s use it to track the name of the referring doctor, “jd-dorian”.

Finally, let’s specify that the content parameter was “online-appointment-link”.

The UTM builder exports the following: http://www.example.com/book-appointment?utm_source=caredash&utm_medium=provider-profile&utm_campaign=online-listings&utm_term=jd-dorian&utm_content=online-appointment-link.

Now you would enter this coded link for the appointment button on Dr. DJ Dorian’s CareDash profile.

Establish your UTM naming conventions, then deploy unique UTM code for each link on all online listings. This will allow you the greatest insight into your traffic drivers.

Google Analytics Campaign Tracking

You can use any of the five UTM parameters in Google Analytics campaign tracking. Campaigns would be the best parameter choice to track referral traffic from your online listings a whole.

However, you could also use source to discover which particular sites are bringing in traffic. You could even drill down to discover which providers bring in the most referrals using term or type of link using content.

For now, let’s focus on seeing how your entire “online-listings” campaign is performing in traffic acquisition. Open Google Analytics and click on to the Acquisition report drop-down under the REPORTS menu on the left-hand side.

Now, click on the Campaigns sub-drop-down, and finally click to open the All Campaigns report. This report shows you several acquisition, behavior, and conversion metric for every UTM coded campaign your running.

webinar-covid-19-reopening-listingsAcquisition

This column group includes users, new users, and sessions.

Users captures all user who initiated at least one session during the date range selected in the top right corner of the report. New users, however, only counts first-time users. New users are also counted under users, but not vise versa.

Sessions counts all periods of time for which a user was actively engaged in your website and ends after 30 minutes of inactivity. A user who visits your site, steps away for an hour, then resumes their visit will count as two sessions.

Behavior

This section is broken into bounce rate, page per session, and average session duration.

The bounce rate shows the percentage of sessions in which there was no interaction with the page. Have you ever clicked a Google search result, determined it was not what you were looking for, and then immediately left the page in seconds without clicking anything? If so, you added to that page’s bounce rate (and signaled to Google to lower that pages rank in future searches!)

Pages per session, or average page depth, show the average number of pages viewed during a session. Repeat views of the same page in a single session are counted in this average.

The average session duration shows the length of your average session. Keep in mind that low averages could single a lack of relevance to your visitors but could also signal a very efficient website. The real measure of your website is if it’s accomplishing your goals.

Conversions

You’ll measure those goal completions in the Conversions section. If you haven’t already, create a goal to measure online appointments and select it in the drop-down menu located at the top of the column. Converting visitors into patients is the ultimate goal of this initiative, so we’ll use it as our ultimate success metric.

Each conversion rate column will show you the total number of campaign-tagged users who fulfilled each of your goals.

Select your appointment booking goal from the drop-down menu next to “conversions”. You can go on to see the raw number of appointments booked in the goal completions column, as well as the completion success percentage. If you have assigned these appointments a monitory value, you’ll see the total value added in the goal value column.

Manage Your Online Listings to Improve Your Results

Now that you know how to track your online listings, it’s time to optimize them to improve your results. Managing all of your listings across your entire organization can be a daunting task. Lucky for you, Binary Fountain’s Listings Management platform can help simplify the task!

Our platform can serve as a central hub to help you control your business listings and citations across the internet. It helps you optimize your discoverability and lock in your data to ensure accuracy and drive more visits to your digital front door.

Control your listings, optimize your SEO, remove duplicate listings, and analyze and report on active citations, all in one place.

Want to learn more about how Binary Fountain can help you own your online listings?

Schedule a Demo

 

About the Author

Erik Fessler
Marketing Coordinator

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August 21, 2020

Tracking Coronavirus Search Trends on Google – August 2020

By: Kieran McQuilkin

COVID-19’s spread continues to change consumer behavior in the U.S., whether from businesses reopening or regional outbreaks causing further shutdowns. What’s clear is that uncertainty remains high. To manage these shifts and understand patients’ needs, healthcare marketers are looking to coronavirus search trends on Google in August for guidance. Healthcare consumers are grappling with the nuances of changing hours, safely returning to medical facilities and using…

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covid-19-google-search-trends-augustCOVID-19’s spread continues to change consumer behavior in the U.S., whether from businesses reopening or regional outbreaks causing further shutdowns. What’s clear is that uncertainty remains high.

To manage these shifts and understand patients’ needs, healthcare marketers are looking to coronavirus search trends on Google in August for guidance.

Healthcare consumers are grappling with the nuances of changing hours, safely returning to medical facilities and using telemedicine. Search trends give us a genuine picture of the thoughts, questions and concerns that healthcare facilities and offices must address in their listings and communications.

In this article, we break down August’s Google Search data to understand what types of information healthcare consumers are looking for. Here are coronavirus search trends that marketing teams should monitor.

August Google Search Trends for Coronavirus

COVID-19 has, expectedly, been all over search queries and business listings in the past few months, though related searches have gradually declined since March.

Here are some notable August trends on Google Search gleaned from our healthcare partners:

According to Binary Fountain client data, total searches for healthcare organizations dipped more than 60% in March but climbed back up, now at about 25% fewer weekly searches than pre-pandemic levels.

Clicks on healthcare companies’ Google My Business (GMB) profiles rebounded more rapidly, now up 17% from late-February click volume. Meanwhile, clicks to phone calls have increased by a whopping 60% from pre-outbreak levels. Healthcare marketers must ensure their local listings have updated phone numbers and other contact information for each facility. Otherwise, they risk losing significant patient volume.

For a full picture of the search landscape, Google Trends has daily updates for the top 100 places searching for coronavirus and the top related queries – what people type when searching for the virus.

On Aug. 20, the top coronavirus queries on Google in the U.S. were largely symptom-related. The past week’s highest-trending COVID-19 questions were:

  1. Is nausea a sign of corona?
  2. Is throwing up a symptom of corona?
  3. Is sneezing a symptom of coronavirus?
  4. Is sore throat a sign of corona?
  5. Is there a vaccine for coronavirus?

You’ll notice the shorthand “corona” is appearing more frequently now, so it’s a must to add it to your keyword lists for any social listening initiatives. Here is how different symptoms of the virus are being searched:

The search engine is also keeping track of trending general searches related to coronavirus risk, which in the past week were:

  1. Coronavirus cases
  2. Coronavirus US
  3. Coronavirus update
  4. Coronavirus Florida
  5. Coronavirus news

Clearly, news and updates about COVID-19’s spread – especially locally – are in high demand from consumers. As local authorities on the topic, healthcare brands need to include this information in brand communications, business listings, review responses and social media.

Meanwhile, searches about face mask regulations have surged in the past week, mostly revolving around two topics: “Joe Biden mask mandate” and “Today Show masks.” The spikes come as consumers prepare themselves for preventing the virus’ spread while starting to resume jobs, school and other activities.

Other COVID-19 Google Trends

Though most searches regarding Covid-19 are currently related to tracking the spread and health guidelines, there are other search trends healthcare organizations should monitor.

Employment and economic uncertainty remain top of mind for consumers, with rising search volume for jobless claims and unemployment benefits. These trending searches offer insights into the other factors that can weigh into a patient’s decision to seek care.

Unfortunately, school closures are just as pertinent to U.S. searchers. Be on the lookout for search terms including “school closure covid” and “coronavirus school closure,” which have spiked in recent weeks.

You should also be prepared to fight misinformation, which spreads as quickly as the virus. Searches for “flu shot raises risk of coronavirus” have increased by 1,000% in the past week. Northwell Health answered this question in its web content, leading to Google displaying it in the Knowledge Panel and increasing its brand visibility.

Another top-trending Google Search query to monitor is “coronavirus testing,” which is relevant to the many healthcare facilities with Covid-19 testing sites. Follow these instructions to get your coronavirus testing site listed on Google Search.

Helpers Search on Google, Too

Not all coronavirus search trends are negative. Healthcare marketers can’t forget that people search for ways to help in crisis situations. Brands should answer these questions – on Google listings and otherwise – about how to support local providers.

Google recommends the following methods of using its platform to help consumers and support healthcare workers:

  • Let people know that solutions are available whenever, wherever.
  • Assess when people need you most, whether through your own first-party data or Google Trends.
  • Frequently update or publish content that informs, entertains, connects and promotes wellness.
  • Consider who the heroes are among your employees, your customers or your local community.

For more on managing your business listings and brand reputation during the pandemic, visit our COVID-19 Resources Page or browse these resources:

About the Author

Kieran McQuilkin
Content Marketing Specialist

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August 20, 2020

Standard Google Analytics Reports and Transparency Campaign Tracking

By: Erik Fessler

Google Analytics is an essential tool for digital campaign tracking. Its interface may look complicated, but it becomes intuitive once you learn your way around the standard Google Analytics reports. Analytics is well known for tracking external sources of traffic. However, it’s also perfect for tracking the success of campaigns to boost engagement and conversions…

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standard-google-analytics-reportsGoogle Analytics is an essential tool for digital campaign tracking. Its interface may look complicated, but it becomes intuitive once you learn your way around the standard Google Analytics reports.

Analytics is well known for tracking external sources of traffic. However, it’s also perfect for tracking the success of campaigns to boost engagement and conversions on your website. Healthcare organizations can take advantage of these tools to implement transparency campaigns and other initiatives.

In this post, we’ll start by defining a transparency campaign. Then, we’ll break down the different types of standard Google Analytics reports. To conclude, we’ll give you specific advice on tracking a healthcare review transparency campaign.

Transparency Campaigns

In a transparency campaign, you would post verified provider reviews sourced from first-party surveys on internal provider profiles. Think of it as creating a doctor review site within your own website.

To start, you’d survey recent patients about their experiences with individual providers. Then, the content of these surveys is used to create ratings and reviews for each of your providers. You would post the feedback on individual provider profile pages hosted on your website. Many of our clients require a provider to collect a certain amount of ratings and reviews before doing this.

Please note, the idea of “true transparency” requires both positive and negative feedback to be posted to provider pages. The only exceptions should be for content issues, such as profanity, HIPPA violations, relevance and related concerns.

Following this logic, “true transparency” cannot be filtered for patient sentiment. We do recommend filtering for inappropriate content, irrelevance, HIPAA compliance violations, and provider misidentification. “True transparency” builds consumer trust and should result in greater visitor engagement and an increase in appointment scheduling.

Here is how to use Google Analytics campaign tracking to track engagement and conversions on your website.

Standard Google Analytics Reports

standard-google-analytics-reports-screenshotTo start, log into your Google Analytics Account.

To your left, you see a navigation bar that lists five categories of standard Google Analytics reports. They’ll appear just above the attribution and admin options. Below are the five types of reports:

Realtime Reports

Realtime reports are for monitoring activity live as it happens on your site. This allows each hit to be reported within seconds of occurring.

These reports give you a real-time look into how many people are on your website.

Additionally, you can see what pages they’re interacting with, and what goal conversions are occurring. They are the only “live” reports on Analytics.

Audience Reports

Audience reports help you learn more about your users. Some of these reports include:

  • Demographics of your visitors’ age and gender
  • Interests of your visitors based on Google’s knowledge of their other searches and site visits
  • Geo(graphic) information about the locations and languages your website is being viewed in
  • Behavior reporting, including your ratio of new vs. returning visitors and engagement statistics
  • Technology reports on what browsers your website is being viewed in
  • Mobile usage reports, for understanding your ratio of mobile device to desktop visitors
  • User Flow through your website, which visually shows the digital journeys your users are taking when navigating your site

Acquisition Reports

Acquisition reports show where your website traffic is coming from. Under this section, you’ll find very useful reports for beginners, including:

  • Overview report, which allows you to quickly see the types of traffic acquisitions your site is making
  • Channels report, which shows you categories of traffic sources your website is receiving, such as direct, referral, and social
  • Source/Medium report, which breaks down the specific sources of your traffic according to UTM tracking codes
  • Campaigns report, which shows you which specific campaigns are drawing in traffic according to UTM tracking codes

Behavior Reports

Behavior reports tell you how your visitors are interacting with your content. Useful reports to track include:

  • All Pages report, which ranks your top webpages
  • Landing Pages report, which shows the top webpages your users are beginning their digital journeys on
  • Exit Pages report, which shows the top pages users are leaving your site from
  • All Pages report, which gives you insight into individual page performance
  • Content Drilldown report, which gives you insight into how separate sections of your website are performing

webinar-covid-19-reopening-listingsAdditionally, you may also want to explore the Site Speed report for suggestions on how to make your website load faster.

Conversion Reports

The final group of reports is the conversion reports. They contain a family of reports that use the goals you created during the account setup process.

  • Goals Overview of goal completions, the monetary value of those goals, and more
  • Goals URLs that goal completions occurred on
  • Reverse Goal Path to help you understand the paths your users are taking on their journey that result in goal conversions
  • Goal Flow to discover the source of goal-completion paths by source, campaign, medium, and more.

Tracking a Transparency Campaign Using Standard Google Analytics Reports

In this section, we’ll show you how to use standard Google Analytics reports to track a healthcare review transparency campaign.

Behavior Report Tracking

Let’s start by tracking visitor engagement. Behavior reports are the section of Google Analytics that can show you what pages your visitors are engaging with.

The report we’ll look at is the Content Drilldown report under the Site Content sub-menu. It can show you how the provider profile page section of your site is performing. You can track their performance against other sections of your site, such as a blog or procedure descriptions.

You’ll easily find total page views, unique page views, average time spent on pages, and more. If the campaign is running successfully, you’ll see a large volume of page views, and high average time on page.

Clicking All Pages allows you to see how individual provider pages are performing. It could be useful to understand which provider pages perform best to replicating their success. Additionally, you can use this data to help win provider buy-in into the Transparency program.

Lastly, make sure your provider pages are not ranking highly in the Exit Pages report.

Audience Report Tracking

You could also measure user interest in your profiles by examining digital journeys depicted on the User Flow report under Audiences.

Is a sizable amount of traffic is hitting your provider profiles within the first few interactions? If so, you know you have your audience’s attention.

Conversions Report Tracking

To track appointment bookings, you need to create a goal to measure online appointments if you have not already. Then, pull up a Reverse Goal Path report.

Select your appointment booking goal on the drop-down menu in the top left, just under Reverse Goal Path. What you’ll see below are the paths appointment bookers used to book an online appointment. You’ll know your campaign is working if you see your provider profiles appearing in this report’s previous steps.

A more technical solution for quicker goal tracking is to create a unique destination page for transparency campaign appointment bookings. As a result, you could create a unique campaign goal and track appointments booked from provider profiles separately from other appointments.

Boost Provider Participation with Google Analytics Standard Reports

Passing these metrics on to your providers could help you boost their buy-in to the Transparency campaign. For example, many of our clients start such a campaign with a few providers. They grow the program as metrics from the test group of providers show increased traffic.

Show your providers the positive results and they’ll be asking you to participate.

If you’d like more advice on Google Analytics and transparency campaigns, look into these links:

About the Author

Erik Fessler
Marketing Coordinator

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August 17, 2020

4 Keys to Employer Brand for Property Management Firms

By: Kieran McQuilkin

The COVID-19 pandemic impacts nearly every aspect of a property management business, and human resources are no exception. With furloughs and reorganizations circulating the industry, recruitment and retention continue to be top priorities for HR managers. Amid these changes, the employment of property, real estate and community association managers still is projected to grow 7% by 2028, according to the Bureau of Labor Statistics. To attract and retain a high-performing…

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employer-brand-property-managementThe COVID-19 pandemic impacts nearly every aspect of a property management business, and human resources are no exception. With furloughs and reorganizations circulating the industry, recruitment and retention continue to be top priorities for HR managers.

Amid these changes, the employment of property, real estate and community association managers still is projected to grow 7% by 2028, according to the Bureau of Labor Statistics.

To attract and retain a high-performing workforce, property management firms are establishing strong employer brands, fostering responsive work environments and cultivating corporate values. But how do you know if it’s working?

As the industry and the U.S. workforce change more rapidly than ever, now is the time to take lessons from engaging the resident experience conversation and apply them to the employee experience conversation online.

In this post, we cover ways to monitor your employer brand as a property manager, the impact of generating and analyzing employee reviews, and how your brand reputation can help attract and retain top-level property management talent.

Monitoring Your Employer Brand

Compelling job descriptions and competitive salaries are a start, but employee-generated company reviews are the cornerstone to capturing job seekers’ attention.

In large part, employee reviews function the same way as resident reviews. Just as resident reviews could be invaluable for marketing or a liability in attracting tenants, employee reviews could either be your most faithful recruiting tool or a major red flag in a job search.

Job seekers rank current employees as the most trusted source of information when researching employers, followed by prospective employees and former employees. Job seekers trust employees three times more than the potential employer for credible information about working at the business, according to LinkedIn.

Glassdoor.com, Indeed.com, LinkedIn and other job search websites now provide an easily accessible venue for employees (and in some cases, interviewees) to share their personal experience with your property management company. And they’re used a lot.

One in three job switchers found their new employer through job portals or personal connections/referrals in 2019, according to a recent study by Randstad. Among those switching through job portals, a vast majority used Indeed. But this isn’t a one-platform job: Glassdoor.com reports 59 million visitors per month.

Check out your company’s reviews on Glassdoor, Indeed and LinkedIn. If you currently don’t have a presence or a rating, it’s time to start generating online employee reviews.

Generating Employee Reviews and Feedback

Employee feedback could be the most influential of current talent attraction and retention strategies.

From a potential applicant’s perspective, the advantage of a robust brand reputation is clear. If 10 leasing positions are posted and three have reviews, that applicant will likely research and apply to those three property management companies first.

Generating these reviews gives prospective employees confidence to know what it’s like to work for you. It also encourages employees to submit ideas on how the company can be more efficient and offer more value to its staff.

One way to generate employee reviews is to send regular internal surveys to measure employment satisfaction and use a technology platform to extract insights from comments. But to fill your locations, leasing departments and office staff with the highest-caliber talent, you’ll need to ask current and former employees to leave testimonials on public employer review sites.

Make sure your surveys and review campaigns cover the top job-search drivers. According to Randstad, these are the most attractive benefits for job seekers:

  1. Additional vacation benefits (80%)
  2. Flexible working hours (79%)
  3. Being able to work from home (72%)
  4. Healthcare insurance packages (79%)
  5. Reimbursement of mobility expenses (72%)

When you focus on corporate culture and highlight these benefits, you spend less time selling your firm as an attractive work opportunity.

Retaining Property Management Talent

Employer brand is key to retaining property management talent as well, since your locations are likely spread out geographically and demographically. People-intensive companies in this industry must be able to assess – in real time – what makes work more efficient and makes employees feel values.

By monitoring your employer brand, you can improve the employee experience and manage human resources to ensure everyone performs at their highest level. Then, you can turn around and promote that employee experience to prospective employees, pushing them one step closer to sending their resume.

Of course, negative comments are unavoidable. If the comments you’re seeing aren’t what you were expecting, you can use feedback analytics to see where the disconnect is. Responsive companies that commit to transparency and improving the employee experience will fare best.

You can also think of your employee experience as a marketing opportunity. Satisfied employees can become authentic brand ambassadors for your property management firm.

Use Employer Brand for Hiring Decisions

Aside from the most obvious reason to switch employers – a higher salary elsewhere – around 40% of employees in 2019 cited a mismatch between their personal values and the organization or poor relationships with colleagues, according to Randstad.

Just as job seekers are focusing more on companies’ intangibles, property management companies are using employer brand analytics to find out which types of personalities mesh well with their culture. For HR managers, employer brand has evolved into an essential way of attracting, filtering and retaining top candidates.

As real estate firms look to win over the best leadership, analysts, leasing agents and frontline staff, they also need to incorporate culture into hiring strategies. Knowing who will mesh with your staff across multiple locations starts with analyzing employee feedback and understanding your firm from their perspective.

Having an employer brand that resonates with the preferences of today’s workforce demographics makes recruiting much easier. So does having Binary Fountain on your side. Schedule a free demo to see what our Employer Brand Analytics can do for your HR department.

Schedule a Demo

 

About the Author

Kieran McQuilkin
Content Marketing Specialist

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August 13, 2020

Setting up Google Analytics for Beginners

By: Erik Fessler

Google Analytics can seem like a daunting tool for many beginners, but is quite user friendly once you know your way around the platform. It’s hard to imagine an organization in healthcare, real estate, or any other industry that wouldn’t benefit from tracking website traffic in Analytics. Google Analytics is a powerful tool, but it…

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google-analytics-for-beginnersGoogle Analytics can seem like a daunting tool for many beginners, but is quite user friendly once you know your way around the platform. It’s hard to imagine an organization in healthcare, real estate, or any other industry that wouldn’t benefit from tracking website traffic in Analytics.

Google Analytics is a powerful tool, but it cannot report on traffic that occurred on your website before being set up. The best time to set this tool up is the day you launch your website, but the second-best day is today. Therefore, we’ve created this guide to help you understand the value of Analytics and to start tracking your website now!

Why Is Google Analytics Valuable for Beginners?

Data-driven decisions are essential to optimizing your website and understanding which of your digital initiatives are successfully creating traffic. Google Analytics is an incredible tool for tracking traffic sources, visitor interaction, and the aspects of your site that convert visitors into customers. Other useful stats you can learn about your website’s audience include:

  • The number of visitors your website is receiving
  • Where these visitors are located geographically
  • The types of devices your visitors are using
  • The pages on your website that receive the most interaction
  • How many visitors are being converted into patients or filling web forms

Google Analytics Set up for Beginners

First, we’ll give you some advice on what not to do: Do not allow your web developer, or anyone else for that matter, to set up your website’s Google Analytics account under their own Google account. Do not do this, even if they ask to do this to manage it for you.

The account that tracks your website’s data owns your website’s data. A parting of ways between you and the account owner would result in you losing this data, forcing you to start over with none of your previous traffic data. If you have already assigned Analytics to a personal account, look to set up new tracking under an account owned by your business.

Step 1: Create a Google Analytics Account and Website Property

If you already created a Google account to use Google’s other services such as Gmail, Drive, Calendar, or even YouTube, create an Analytics account under the Google Apps menu. If you do not already have a Google account, create one now.

This account will be responsible for warehousing all your Analytics data.

One of the first questions you’ll need to answer in the signup process is whether you’d like to track a website or a mobile app. Be sure to select the website option.

Next, you’ll be asked to create an account name, which should likely be your organization’s name. You’ll also need to fill in your website’s name, URL, industry category, and time zone that your business primarily runs on. This will set up your website as a “property.”

Google organizes all these properties in a hierarchy. Your Google Account contains your Google Analytics accounts, which contain your website properties. Properties allow you to set up reporting views. These views allow you to view a specific subset of your data through unique configuration settings.

webinar-covid-19-reopening-listingsNote that:

  1. Primary Google Accounts can have up to 100 Google Analytics accounts
  2. Google Analytics account can have up to 50 website properties
  3. Website properties can have up to 25 views

You need to set up websites as properties under the same Google Analytics account if they are run by the same business entity. If you want to set up Analytics for two websites run by separate companies, you should set them up under two separate Google Analytics accounts.

It’s critical to set up properties under the correct Google Account. You may always rename your accounts or properties down the road however, so don’t stress out about picking the perfect name during this setup process.

Once you have named your account and entered your website information, you’ll also need to set your Data Sharing Settings and get your tracking ID.

Step 2: Install Tracking ID on Your Website

Once you agree to Google Analytics terms and conditions, you’ll get your Google Analytics tracking ID code. This code must be installed on every page on your website to get complete tracking data.

How you’ll install this code depends on how your website is constructed. You need to add the tracking code before the </head> tag on each of your pages. One way to doing this is to copy the HTML code into a word processor and paste it into the provided code. WordPress users can use the Yoast SEO plugin to easily install your code across many themes and frameworks.

You can easily find instructions for installing your Google Analytics Tracking ID code on any website by searching for “[your platform] + how to install Google Analytics.”

Step 3: Setting up Goals

google-analytics-for-beginners-goalsGoals are intended to mark meaningful events on your site. For example, you can set up goals to record visitor signups for a newsletter or visitors booking an appointment. You may set up 20 goals per view.

Goals not only count the number of visitors that complete the goal but also provide insight into the journey that led up to the goal’s completion. If you assign a monetary value to your goals, you can use Google Analytics to determine with goals are bringing in this value. You can also set funnel paths to measure where traffic is entering and exiting a goal path.

The easiest way to start tracking goals is to select “custom” on step one of the three-step goal creation process. Then, on step two, enter in a goal name and select “destination” under goal type. This will take you to step three, goal details.

Analytics tracks destination goals by the visitor landing on a specific URL. For instance, you could track online appointment signups, assuming your website displays some type of confirmation webpage. Patients viewing that page would be a destination goal for your Analytics account.

In the future, you can use the “verify this goal” to ensure your goal is functioning as expected. However, this function won’t work for a tracking ID that’s just been installed. This is because Google Analytics hasn’t had time to start collecting data for verification.

Set up goals for all the important conversion pages on your website. Feel free to experiment with the template and other custom goal types. Note that goals can be created, edited, and changed at any time. They will not affect the front-end performance of your website.

Repeat for Any Additional Websites

Once your initial goals are set, you’ve finished setting up your first website in Google Analytics. Congratulations!

You’ll start to see Analytics data appear in the next 24 hours. In the meantime, set up any other websites your organization owns under your business’s Google Analytics account.

If you’d like more advice on Google Analytics for beginners and other website tips, be sure to check out these links:

About the Author

Erik Fessler
Marketing Coordinator

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August 10, 2020

How to Use and Optimize Google My Business

By: Kayla Zamary

How to Use Google My Business When was the last time you Googled something? Google processes about 40,000 searches every second, so chances are pretty good you’ve googled at least one thing today. From the phone number for the nearest physical therapist to reviews for the newest restaurant in town, chances are good that your…

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google-my-businessHow to Use Google My Business

When was the last time you Googled something? Google processes about 40,000 searches every second, so chances are pretty good you’ve googled at least one thing today. From the phone number for the nearest physical therapist to reviews for the newest restaurant in town, chances are good that your customers are using Google too. So why not leverage Google as a tool to improve your online reputation?

To make sure your customers can quickly and easily find accurate contact information, hours, and reviews it’s important to take advantage of Google My Business. In just a few steps, you can get started and take advantage of this easy-to-use tool, which makes responding to online reviews easy.

What is Google My Business?

Google My Business is a free tool that allows business owners to manage their presence across Google domains, from Search to Maps. It helps your customers easily find your phone number, directions to your location, business hours, website, and more.

Google My Business also gives customers the opportunity to leave reviews and allows businesses with verified accounts to respond to reviews. In addition, businesses should also take advantage of Attributes, the Q&A section, and Knowledge Panels.

How to Create a Google My Business Listing

You can create a Google My Business listing in four easy steps:

  1. Sign into or create a Google Account for your business.
  2. Visit google.com/business and click “start now.”
  3. Provide some simple information, such as:
    • The name of your business
    • The location of your business
    • The business’s category
    • Your business’s phone number
    • The website of your business

Choose a method to verify your Google My Business listing. You can choose to verify your account by postcard, phone, email, instant verification (available if you have already verified your business via Google Search Console), or bulk verification (if you have 10+ locations).

It’s important to verify your Google My Business listing because it proves your ownership of the business website. Verification gives you access to private search data and raises your rank in organic search. It can take several days for Google to review and verify your business.

You also have the ability to share the responsibility for managing your Google My Business account with your employees and contractors. Google will let you have three different types of users:

  1. Owners, who have full privileges and access, including the ability to add additional owners or managers
  2. Managers, who have all the privileges and access of owners except for the ability to add or remove users and to remove business profiles
  3. Site managers, who have some limited editing ability, the ability the respond to reviews, and the ability to view reports.

How to Optimize Your Business on Google

ebook-google-ReputationIt is easy to customize the information your customers can find on your Google My Business listing. By adding details such as photos and hours of operation, you can help your customers choose your business.

While logged into your Google My Business dashboard, select “info” on your listing, and add additional information, such as whether or not you offer free wi-fi, the year your business was established, and more.

Keep Your NAPUCHD up to Date

NAPUCHD is an acronym for the most basic and important components of your Google My Business listing. You must be careful to keep this info up to date in the face of any changes.

  • Name – Be sure your business name is correct, accurate, and complete. Resist the urge to add keywords to rank for other terms.
  • Address – Address accuracy is vital. If you have multiple locations or several service areas, Google My Business allows you to add this information to rank for other service areas.
  • Phone – Make sure the phone number connects precisely with the location.
  • URL – Use a location-specific URL.
  • Categories – Show what your business does, rather than what your business offers. For example, if you are an apartment building, you should not add “gym” as a category despite offering it as an amenity. This will confuse the search engine and prospective visitors.
  • Hours – Especially around the holidays, show extra hours, as well as days you will be closed.
  • Description – This field is a space to offer detail, preferably locally-focused. Leave URLs out of this section.

Photos and Videos

The easiest way to optimize your listing is to add photos. Search Engine Land, businesses with over 100 images receive 520% more calls, 2717% more direction requests, and 1065% more website clicks than the average business. Those with just one image get 71% few calls, 75% fewer direction requests, and 1065% fewer website clicks.

At a minimum, add a profile and cover photo of at least 720 pixels wide by 720 pixels tall in either JPG or PNG format. Google also recommends optimizing your profile with interior, exterior, product, and team photos.

An exterior photo is important, both for “curb appeal” – presenting an attractive first impression – and for guiding first-time visitors to your location. Interior photos help prospective visitor see what they will encounter on their visit. Add images that are welcoming, evocative, and accurate.

Consumers may also post photos of your location as long as they are deemed useful and not offensive. Google’s photo ranking algorithm delivers what it calculates to be the most relevant images.

If you see an image that shouldn’t appear in your photos, communicate with Google to report the image, especially if it violates their terms. You may be able to have it removed or suppressed. This can take some time, so be patient, and make sure you and your staff DO NOT click on the image in the meanwhile. Doing so will unintentionally make the photo seem more relevant to Google.

Videos require more time and resources, but present an incredible opportunity to tell your story, and show off your wares, your service, and your interior and staff.

Reviews and Responses

Google My Business also allows your customers to leave reviews. These reviews can serve as an online version of word-of-mouth marketing, helping new customers find you.

When you post replies to these reviews publicly as your business, it helps build trust with new customers by showing that you value your existing customers. Your business needs to be verified to be able to respond to customer reviews.

Attributes

Google created attributes to help businesses communicate updates to services and offerings. Depending on your business’s primary category, you’ll have the option to set yourself apart with category-specific attributes.

Some of these attributes display on your local listings, while others may only display on mobile on the ‘About’ tab. Display locations will vary by industry and country.

For marketers, attributes are necessary to inform consumers and build brand authority.

Q&A

5-updates-to-google-my-business-impacting-digital-marketersThe Q&A tool within Google My Business allows you to answer frequently asked questions. It’s featured prominently on Google My Business profiles, and factors into search engine visibility.

However, it’s important to note that anyone can post questions and answers for your business. Fortunately, Google makes it clear who is posting the information, so it’s important for business owners to monitor and respond to questions. Stop false information by stepping into your role as the ultimate source of truth regarding your business.

Knowledge Panel

Google’s Knowledge Panel allows users to quickly digest information directly from a search result instead of having to go to a website for answers. It shows specific information about a business, person, or other types of subject matter.

There is no guarantee your business will get a knowledge panel result, but there are some things you can do to increase your odds. Start by claiming and verifying your Google My Business account and listing as much information as possible.

You should also make sure your site is verified on Search Console. Additionally, we recommend you add the structured data markup for your business, especially if you work in a specialized field that requires its own schema.

How Does Google My Business Affect My Online Reputation?

A verified, optimized Google My Business listing can elevate your organic search ranking. By having clear, easy-to-find information in Google Search, more customers will be able to find your business.

However, it is still important to monitor your Google My Business dashboard from time to time. Anyone can “suggest an edit” to your business’s information, creating the possibility that someone could add incorrect information.

If you have optimized your Google My Business listing by responding to your customer’s online reviews, it can serve as a basic version of online reputation management, allowing new customers to see the customer service offered by your business.

Managing your online reputation doesn’t have to be complicated. Take your online reputation management to the next level with Binary Fountain’s single integrated platform that makes it easy to manage your online reputation.

Want to learn more about how Binary Fountain can help you manage your Google My Business listings?

Schedule a Demo

 

About the Author

Kayla Zamary
Marketing Manager

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August 05, 2020

Every Google My Business Attribute Available to Healthcare Businesses

By: Kieran McQuilkin

In recent months, Google My Business has rolled out several new attributes to help businesses – like dentists, dermatologists and hospitals – communicate updates to services and offerings. Most healthcare marketers know that your primary category on Google My Business profiles will impact your ranking. What you may not know is that category is tied to most of the features within GMB. Your primary category determines: Whether…

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google-my-business-attribute-dermatology
Some of the available GMB features for dermatology.

In recent months, Google My Business has rolled out several new attributes to help businesses – like dentists, dermatologists and hospitals – communicate updates to services and offerings.

Most healthcare marketers know that your primary category on Google My Business profiles will impact your ranking. What you may not know is that category is tied to most of the features within GMB.

Your primary category determines:

  • Whether or not reviews are prominent or available for your listing
  • If Q&A will be available
  • If primary hours will display
  • Access to secondary hours and Google Posts

But most importantly, your primary category determines which attributes, amenities and service options you have on your Google My Business profile.

Some attributes display on your local listings – in the map pack and knowledge panel. Others may only display on mobile on the ‘About’ tab, and this varies by industry and country.

For healthcare marketers, including the attributes available to you in your Google listings is necessary to inform patients and build brand authority.

In this post, we’ll cover the top primary categories related to healthcare and which attributes and features are available for each type.

Google My Business Attributes for Healthcare

In a Local U post about GMB, Krystal Taing reviewed 33 primary categories and identified 158 different attributes, which you can find in detail here. Those attributes are broken up into many topics, including service options, highlights, accessibility, planning and payments.

The study included multiple health-related primary categories, including hospital, doctor, pharmacy, medical clinic, dentist and dermatologist.

Here are the Google My Business attributes available to those healthcare businesses:

google-my-business-attribute-dermatology
Some of the available GMB features for dermatology.

Dentist

Essential attributes: Online care, appointment links, Covid-19 info link, virtual care link, teeth whitening, accepts new patients, practitioner gender

Accessibility attributes: Wheelchair-accessible elevator, wheelchair-accessible entrance, wheelchair-accessible restroom

Other attributes: Black-owned, family-led, veteran-led, women-led, menu link, LGBTQ friendly

Note: The “teeth whitening” attribute is exclusive to dental facilities and can set your brand apart on local listings.

Dermatologist

Essential attributes: Online care, appointment links, Covid-19 info link, virtual care link, accepts new patients, practitioner gender

Accessibility attributes: Wheelchair-accessible elevator, wheelchair-accessible entrance, wheelchair-accessible restroom

Other attributes: Black-owned, family-led, veteran-led, women-led, menu link, transgender safespace, LGBTQ friendly

Note: The “menu link” feature displays a menu of services you offer.

Doctor

Essential attributes: Online care, appointment links, Covid-19 info link, virtual care link, accepts new patients, practitioner gender

Accessibility attributes: Wheelchair-accessible elevator, wheelchair-accessible entrance, wheelchair-accessible restroom

Other attributes: Black-owned, family-led, veteran-led, women-led, menu link, transgender safespace, LGBTQ friendly

Hospital

Essential attributes: Online care, Covid-19 info link, virtual care link, practitioner gender, treats adults, treats children

Accessibility attributes: Wheelchair-accessible elevator, wheelchair-accessible entrance, wheelchair-accessible restroom

Other attributes: Black-owned, family-led, veteran-led, women-led, transgender safespace, LGBTQ friendly

Note that “appointment links” and accessibility attributes are not available for hospitals.

Medical Clinic

Essential attributes: Online care, appointment links, Covid-19 info link, virtual care link, practitioner gender

Accessibility attributes: Wheelchair-accessible elevator, wheelchair-accessible entrance, wheelchair-accessible restroom

Other attributes: Black-owned, family-led, veteran-led, women-led, passport photos, LGBTQ friendly

Pharmacy

Essential attributes: Online care, curbside pickup, delivery, in-store pickup, in-store shopping, same-day delivery, practitioner gender

Accessibility attributes: Wheelchair-accessible elevator, wheelchair-accessible entrance, wheelchair-accessible parking lot

Other attributes: Black-owned, family-led, veteran-led, women-led, transgender safespace, LGBTQ friendly

Here’s a table laying out the most important GMB attributes for healthcare marketers to use:

GMB-Attributes-Healthcare-table

Get Found on Google

As you can see, available attributes vary greatly based on your primary category, even within the medical industry.

To establish your brand as a healthcare authority and ensure patients find your medical facilities in search, ensure both your primary category and available attributes are selected for each location. Once your attributes are filled, work with internal teams or a listings management partner like Binary Fountain to monitor for new and changing attributes.

Click here to learn more about Binary Fountain’s healthcare-specific listings management capabilities. For a personal tour of our platform, click below.

Schedule a Demo

About the Author

Kieran McQuilkin
Content Marketing Specialist

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