When problems exist with your offline presence, it's generally obvious what went wrong. It's often a sign with a few letters not lit up at night. However, when it comes to your online presence and local directories, that's not always the case. During this webinar, Marc Ferrentino from Yext will show you the importance of accurate listings for your practice.

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

22. The Network Effect

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!