Preparing to re-open your hearing clinic after COVID-19
The COVID-19 pandemic is full of uncertainty. When one question is answered, there is a series of new questions that follows.
As we approach or go beyond the peak, the main question on everyone’s mind is: when will we go back to normal? That question will have a different response for every region, and many questions arise even if there is a set date.
Consider the questions that people have about your clinic:
- Is your clinic open?
- Are you scheduling appointments?
- Do you have the supplies or batteries that I need in stock?
- Should I wear a mask during my appointment?
Where do people go to answer these questions? There’s a good chance they will do a simple Google search to find the answers.
As your community prepares to resume to normal (or if it’s already on its way), here’s some suggestions to help people find the answers they are looking for. If you can provide some answers amidst all the uncertainty, you will be able to better connect with your community.
Update your local search information
When there are any changes to your clinic’s operations, be sure that the online information is updated. Most notably, routinely update all information on Google My Business and other platforms where your patients search for hearing care.
Online research is easily the primary way that existing and new patients find more information about your clinic. When they have a question, they type it into Google (or ask their smartphone or home assistant).
This is intuitive (because we all use the internet to find products and services); and this is backed by data. According to Hubspot, buyers have been seeking out businesses online more in April 2020 compared to the month before.
A search engine is the first place they will look – so stay on top of updating your local search information.
Keep your website current
Consider your website as the second place that people will check for updates about your business (with search engines as the first spot). When people click on a link to your site (or find you from an email newsletter or social media), provide them with the most important information:
- Are you open? Or, what parts of your clinic are open?
- What are your hours?
- What types of appointments are you accepting?
- What are your alternatives to in-person visits?
- What should people expect when they visit your clinic? And what do you expect from your patients?
Show your website visitors that the information is current by simply providing a date of last update. When there is so much uncertainty (and when the situation is changing quickly), the “last updated” date can relieve many concerns about the relevance and accuracy of the information.
Communicate major changes
Let your patients know when there are major changes with succinct updates.
Whether through social media, email newsletters or website updates – keep all communications sincere and straightforward.
Another platform to update regularly is the COVID-19 update post in Google My Business. By updating your status, you can share important news to anyone that is searching for your clinic – directly from Google.
As your clinic prepares to re-open, you will likely require a series of updates as incremental changes are implemented. Prioritize maintaining your website and Google My Business, and use your outreach platforms when there are updates to your services.
When looking for information on local businesses, 4 out of 5 people rely on search engines. And these types of searches are on the rise – searches for businesses “near me” or “close by” increased over 900% in two years. This type of search is called “local search.” It is similar to normal search, but the results are focused on a specific location. Local search is powerful for consumers, as it helps us find products and services in our community. And it is powerful for businesses. Local search makes it possible for your hearing clinic to show up when someone searches for “hearing clinic close by” – and you don’t need to compete against every hearing clinic around the world for a top spot. You just need to be better than the hearing clinics in your region. Here is what hearing clinic owners and marketing teams can do to help their clinic show up in local search results. What is local search Local search is just like normal search, but the results are filtered according to a location. When someone wants to learn more information about how ears work, the geographic location of the information isn’t too important. But when searching for a local business, the desired location is essential for accurate results. Two types of local searches Let’s say someone is looking for a nearby hearing clinic. They will likely search one of two types of phrases: “hearing clinic” + Location “hearing clinic near me” or even just “hearing clinic” Even when the location isn’t specified within the query, search engines will assume you’re looking for a local hearing clinic. People tend to add a specific location when they are searching for something in a place where they are not currently at. And people assume that just “hearing clinics” will bring up results for locations around them. What local search looks like You’ve seen local search results when looking up the nearest gas station on your phone or searching for your next meal. Google shows local search results in Google Maps or in integrated boxes within normal search results.
The COVID-19 outbreak is creating a new normal. Social distancing measures, travel restrictions and concern for the health of our family and friends has transformed daily routines. For hearing clinics, this new normal means that in-person appointments, tests and care are not as preferable for many of their patients (if not restricted). Here are four suggestions for hearing clinics to continue providing hearing care during the pandemic – when social distancing and working from home are the new normal. Use this guide to take meaningful action today that will help your business – during and after the pandemic.
When it comes to trends in digital marketing, the first place to look is Google Trends. By displaying the relative volume of searches over the past year, Google Trends provides valuable insights for all types of business, including hearing clinics. Most notably – are people still searching for hearing clinics during the COVID-19 outbreak?
