You’re shopping for camping gear with the family and someone says, “I’m hungry.” Classic scenario. What’s the first thing you do? If you’re like most people today, you reach for your phone, do a local search for pizza or Italian food and scan through options that show up.
You’ve just experienced a micro-moment—an instance when you, without giving it much thought, reach for your mobile device to look for ways to fill an immediate need.
In a recent article, Google defined four specific micro-moments:
- I-want-to-know moments
- I-want-to-go moments
- I-want-to-do moments
- I-want-to-buy moments
In today’s on-demand world, consumer decisions are made in micro-moments, fueled by pocket-sized, on-the-go technology—our smartphones.
What will prospective and current patients see when they search for you online? And what will they do when they find you?
Like it or not, today’s consumer depends on the web to get information about you. And their first online stop is your Google business listing. You know, the little box that comes up on your screen with an overview of a business when you click on a link on the search results page?
That’s the one we’re talking about.
Putting the power in your hands, Google now gives you the ability to update your urgent care business listing and control the message for a single or multiple locations. Speaking of location, it is one of the most important factors for patients when choosing an urgent care. If your urgent care has multiple locations, it makes sense to include a listing for each individual location.
And one of the things we love the most— Add Action Links
This cool, new feature lets you add links that take searching patients from Google Search or Maps straight to your website’s online scheduling page.
Once consumers find you and explore your business listing, you can make it easy for them to take action with the addition of a “make an appointment” button on your listing, available during the critical I-want-to-go micro-moment. If you’re not currently offering online scheduling, it’s definitely worth considering. (You’ve heard of Clockwise.MD by DocuTAP, right?)
These action links are arguably the most helpful new feature for urgent cares, but just one of many ways you can engage your patients on your business listing. You can also:
- Make regular updates to your business information
- Add photos of staff, storefront, or special events
- Ask for and post patient reviews
- Change or update your hours
- Announce special offers
- Introduce new services
- Get interaction insights
- Create a simple website from your business listing
- Link to your blog with patient-centric topics like health tips or seasonal alerts
How is that important for urgent cares?
The healthcare marketplace is competitive and new customers may never get to your website or clinic if your business listing on Google doesn’t provide the information they need or want. Update your listing to manage your message and choose what people see about your urgent care when they do a local search. By updating your business listing with photos, extended hours, and special services you offer, prospective patients can easily find the information they’re looking for. And now, they can even follow a simple link to schedule their appointment. That’s how you leverage the power of a micro-moment.
Best of all, you can update your business listing from your phone, tablet, or computer—where and when it’s convenient.
And the key? Know thy customer and the customer you want.
If you do update your business listing, pack it with information that is interesting and relevant to prospective and current patients. Let them know you’re doing a flu shot clinic, or that you offer back-to-school physicals. Tell them you’ll be open later on weekends. Show them the smiling faces of your providers and inviting, well-maintained facility. Do your homework to ensure the story you tell is one that engages patients.
Your Google business listing is a snapshot of your urgent care and often the first impression of your clinic for many patients. It works to support the marketing you’ve done to tell your story on your website and on social media platforms. With so much competition in the marketplace for healthcare dollars, take the time to update your listing regularly. It doesn’t cost a thing, but it could lead new patients right to your door.