This document discusses the importance of local and mobile search for eye doctors. It notes that over the last two years, there has been a 150% increase in searches without "near me" included, meaning location is now assumed in searches. It also finds that over 65% of healthcare listings have inaccuracies like name, address, or phone number errors. This highlights the need for eye doctors and other healthcare providers to claim and optimize their online listings to provide accurate information to patients conducting local searches.

1. Hardworking marketing for hardworking people
marketing@surefirelocal.com
Live with Yext
Why Local & Mobile Search Matter
for Eye Doctors

2. Confidential + Proprietary
We’re here for the Hard Workers - that means YOU!
The last thing you should be worrying about is
marketing, so we make sure you don’t have to. We call it
Hardworking marketing for hardworking people.

3. Meet today’s presenter
● Head of Industry, Healthcare at Yext
● 15 year veteran in the Healthcare Space
● Prior to joining Yext, Carrie spent 8.5
years building Google’s Healthcare
Practice
● Holds a Master of Public Policy from the
Harvard Kennedy School with a focus on
health policy

4. Elmhurst Hospital
“Your digital presence is as foundational as your business’s signage.”
Badger Medical Centre Stewart Pkwy Medical
As foundational as your practice signage

5. Perfectly Good Signal!
Imagine asking 10 random people where a particular restaurant is
and receiving the following answers:
Goodfella’s
Pizzeria
144 Orchard St
(212)432-3200
Goodfella’s
Pizzeria
144 Orchard St
(212)432-3200
Goodfella’s
Pizzeria
144 Orchard St
(212)432-3200
Goodfella’s
Pizzeria
144 Orchard St
(212)432-3200
Goodfella’s
Pizzeria
144 Orchard St
(212)432-3200
Goodfella’s
Pizzeria
144 Orchard St
(212)432-3200
Goodfella’s
Pizzeria
144 Orchard St
(212)432-3200
Goodfella’s
Pizzeria
144 Orchard St
(212)432-3200
Goodfella’s
Pizzeria
144 Orchard St
(212)432-3200
Goodfella’s
Pizzeria
144 Orchard St
(212)432-3200

6. Now imagine asking 10 random people where a particular restaurant is
and receiving the following answers:
Perfectly Bad Signal!
Goodfella’s
Pizzeria
144 Orchard St
(212)432-3200
Good Fella
Brick Oven
114 Orchard St
144 Archer St.
(212)343-4300
Good Feelings
Pizzeria
414 Orchard St
Where?
Never heard
of it.
You mean
Goodfella’s LES?
144 Orchid Ave.
Great movie.
I don’t think I know
them.

7. Over the last two years, there
has been a 150% increase in
searches without “near me”
included.
Think with Google, Jan-June 2017 vs. Jan-June 2015 U.S.
‘Near me’ on a search query is now assumed

8. The local data ecosystem

9. Changed every Which equals
For the average business studied, listing information...
core changes
per year
61
days for name,
address or phone
6
Business information should be maintained

10. Physician and practice data changes constantly for many reasons:
Data
aggregators
New location
New doctors
Social posts &
reviews
Old business
information
State tax forms
Local Business Listings
The local search ecosystem has many parts

11. 77%
of prospective patients have used
search prior to booking
an appointment1
Total Patient Search Users
1
Think With Google, Associated Press-NORC, PEW Internet & American Life Project
2
Google AdWords, Google Trends
129%Increase in “Near Me” searches for optometrists
76%Increase in “Near Me” searches for eye doctors
81%of Healthcare related searches are unbranded2
Like healthcare itself, healthcare search is local

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Surefire Cloud
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Email: marketing@surefirelocal.com

13. Total Patient Search Users
68%
Of healthcare listings have a
name related error
29%
Of healthcare listings lack
accurate phone numbers
48%
Of healthcare listings had
basic address errors
32%
Of physicians & healthcare
facilities lack an online listing
Source: Yext analysis of more than 15,000 facility and physician online listings
Digital healthcare information is inaccurate

14. 1
2
3
4
Discovery
Researches symptoms online using
• search engines
• health websites
• social media
• blogs
Decides what type of provider to see.
Selection
Patient consults
• Search engines
• Healthcare directories
• Review sites
Point of Care
Patient pays attention to aspects of
experience, like
• How friendly the staff is
• How attentive the doctor is
• How long they waited
Feedback
The patient visits an online
review site to leave
feedback.
Patient leaves a
review, helping the
next patient select
a provider
It starts with a symptom
The patient experience begins with search

15. 76%Of respondents are
searching for individual
providers when they go
online
In the last 12 months, what type of healthcare provider did you
go online to find?
Patients search for individual providers

16. Facility Syste
m
Sources: Think With Google, Associated Press-NORC, PEW Internet & American Life Project
Relevant
Expertise
Convenient
Location
Accepts my
insurance
Top 3 factors when choosing a healthcare provider

17. Take action
Book an appointment via
phone, website, or
individual doctor/practice
page
How much is bad data — about any physician or facility, on any consumer
source — costing your organization?
Incorrect and outdated information at any step in the patient journey is a major inefficiency
for patients trying to find providers — it and ultimately impacts patient acquisition.
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
Facility
Listing
Incorrect data hinders patient acquisition

18. 20%Of patients find you
outside of Google and
other search engine sites
What online resource(s) did you consult when choosing a
healthcare provider?
Patients consult multiple sources to find
healthcare information

19. 76%
of people search for providers
online, as opposed to only
30%
who search for facilities
Yes.
Listing doctors creates significant
added opportunities for SEO and
engagement.
40%
lift in Steward’s listings search
impressions after listing doctors in
addition to facilities
Listing doctors is key to providing
specific data that consumers seek in
searches.
Do doctors’ listings really matter?

20. 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 Yext’s
patented, clickable
Featured Message across
its facility listings
Inform and empower patients with full control
online

21. 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.
Propel local search results with duplicate
suppression

22. PUT YOUR MARKETING
BACK TO WORK
Introduction to the
Surefire Cloud
Google Chromecast
Call: (888) 804-8685
Email: marketing@surefirelocal.com
Google My
Business eBook

23. Hardworking marketing
for hardworking people
SurefireLocal.com marketing@surefirelocal.com @SurefireLocal