DIGITAL KNOWLEDGE MANAGEMENT
GMEDIA AND YEXT
YEXT'S DIGITAL KNOWLEDGE MANAGEMENT
Yext is a cloud-based network of apps, search engines and other facilities that helps establish and operate online brand management.
Yext's Digital Knowledge Management offers solutions for the unique needs of healthcare providers, helping health systems of all sizes to: solve their digital knowledge challenges, make their providers more discoverable in search, and attract and retain new patients.
STATISTICS ON HEALTHCARE
of prospective patients search online prior to booking an appointment.
of healthcare listings have name-related errors with basic address errors.
of physicians and healthcare facilities lack an online listing.
of healthcare listings lacked accurate phone numbers.
Sources: Think With Google; Yext, “Patient Search Journey Survey 2016.” Aug 17 2016. Total is greater than 100% because some patients searched more than one field.
THE HEALTHCARE LOCATION CRISIS
The Merriam-Webster Dictionary defines a crisis as: "A difficult or dangerous situation that needs serious attention."
When it comes to location data, we believe that the healthcare industry has just such a situation on its hands. Why? In Yext's most recent analysis of more than 15,000 facility and physician online listings, they discovered these troubling statistics:
68% of listings had a name-related error
29% of healthcare listings lacked accurate phone numbers
48% of healthcare listings contained basic address errors that misdirected patients
32% lacked an online, local listing -that's 3.6x greater than the unlisted average (8.68%) of other businesses!
The errors and omissions aren't merely cosmetic. They are detrimental to your marketing efforts and maybe having a negative impact across your entire healthcare organization such as:
Poor patient experience
Negative facility or doctor reviews
Frustrated physicians (due to listings inaccuracies)
Non-uniform branding across the desktop and mobile search landscape
Missed opportunities to acquire patients
Lower patient retention
To address this crisis head-on, your organization needs to know:
How the evolving patient journey necessitates the provision of accurate location data.
What constitutes location data.
How your organization can turn its location data crisis into an opportunity to improve the patient experience and physician relations.
Location data encompasses all of the information related to a particular facility, office, physician or other medical professional. At the most basic level, location data points include: name (facility and/or individual), address, phone number, and hours of operation.
Further data points include:
GPS coordinates for directions (the "pin drop" found on a digital map) • Emergency, holiday, and other variable hours of operation • Practice-specific points of entry to a facility • Insurance affiliations • Educational content • System affiliations • ACO affiliations • Certifications • Specialties • Ratings • Photos • Videos • URLs
Further data points include:
• GPS coordinates for directions (the "pin drop" found on a digital map)
• Emergency, holiday, and other variable hours of operation
• Practice-specific points of entry to a facility
• Insurance affiliations
• Educational content
• System affiliations
• ACO affiliations
Each of these data points helps shape the patient search journey in a different way. As a patient learns more about their condition, their search behavior moves from generic to specific, and from universal to local. As a result, location data is about far more than name, address, and phone number - it becomes increasingly about depicting the identity of a practice, and answering questions like, “Who serves my community, my condition, and my demographics?”
LOCATION DATA MANAGEMENT
Healthcare location data management used to mean: third-party sites gather data about your physicians and facilities from a variety of sources, ranging from Chamber of Commerce records to data aggregators. Collecting this data can take months, and it can often become outdated before it even appears to patients online. Healthcare providers cannot rely on this old system of data aggregators and manual submission to keep up with their changing information. When it comes to medical care, stakes are simply too high to risk sending a patient to a closed office or giving her inaccurate information.
Yext allows for full control of listings in real-time on 60+ third-party maps, apps, social networks, and search engines — including Google, Apple Maps, Facebook, Bing, and Yahoo. This solution creates new opportunities for you to engage with potential patients who have yet to form an affinity for a specific healthcare provider.
YEXT MANAGES LOCATION DATA & LISTINGS NEEDS
The best way to attract new patients is to ensure your digital data outside of your website is 100% consistent with what’s on your website, as well as accurate and current to your practice. Yext’s Healthcare Location Cloud will properly and consistently manage your location data, and as a result:
INCREASE ONLINE SEARCH RANKINGS — Consistent location data across the web boosts the visibility of your listings on relevant, local search terms - the holy grail of any Local SEO effort - and increases your ability to attract new patients.
INCREASE OPERATIONAL AND MARKETING EFFICIENCY by eliminating the need for manual, time consuming processes while being more visible online.
ENHANCE YOUR DIGITAL CONTENT AND BRAND PRESENCE by showing healthcare-specific information about your practice and services, which also helps aid patient recall and loyalty.
IMPROVE PATIENT EXPERIENCE AND PHYSICIANS RELATIONS by eliminating the frustrations of inaccurate or outdated information.
ATTRACT AND RETAIN MORE PATIENTS with a seamless journey from local online search to in-person appointment.
Accuracy, consistency, time-savings, and increased visibility - these are the benefits you can reap by utilizing Yext’s Healthcare Location Cloud to manage your listings and publish them to the Yext network.