Google Business Profile basics for medical practices

Google Business Profile is a free tool that allows businesses to manage how they appear in Google Search and Google Maps. For medical practices, it is the primary driver of local search visibility, appearing in the "Local Pack" at the top of search results, in the maps panel, and in individual practice searches. A well-optimized profile increases the chances of appearing when patients search for the practice's specialty, the practice's name, or providers in the practice's service area.

Creating a Google Business Profile starts at Google's Business Profile Manager. After creating the profile, Google requires verification, typically through a postcard mailed to the practice's address, a phone call, or video verification. Verification confirms that the business exists at the listed location and gives the owner control over the profile. Unverified profiles are less likely to appear prominently in search results and cannot be managed as fully as verified ones.

• Search for the practice on Google Maps to check if a profile already exists before creating one
• If a profile exists, claim ownership rather than creating a duplicate listing
• Complete verification promptly after creating or claiming the profile
• Use a consistent business name, exactly as it appears on all other practice materials
• Confirm that the listed address matches the physical practice location exactly

A complete profile includes all the information patients need to decide whether to contact the practice: business name, address, phone number, website URL, hours of operation, services offered, and photos. Many practices have incomplete profiles, missing hours, no photos, no services listed, which reduces both visibility and patient confidence. Completing every available field is a simple, one-time investment that pays ongoing returns.

• Add all practice services and specialties in the services section
• Upload professional photos of the practice exterior, interior, and staff where appropriate
• List accurate hours including special holiday hours when applicable
• Write a complete business description including specialties, patient population, and insurance acceptance
• Add any amenities or accessibility features relevant to the patient experience

Reviews on Google are one of the most influential factors in a patient's decision to contact a practice. Practices with more reviews and higher ratings consistently attract more new patient inquiries than those with fewer or lower-rated reviews. Responding to reviews, both positive and negative, demonstrates that the practice is engaged with patient feedback and takes the patient experience seriously. Responses should be professional, brief, and never include patient-specific information.

• Respond to all reviews within 48-72 hours of posting
• Thank positive reviewers briefly and genuinely
• Acknowledge negative reviews professionally and offer to address concerns offline
• Never include patient names, diagnoses, or any PHI in review responses
• Build a consistent process for encouraging satisfied patients to leave reviews

A Google Business Profile that was set up correctly but never maintained quickly becomes inaccurate. Hours change, providers join or leave, locations move, phone numbers change. Patients who call a wrong number, arrive at the wrong address, or show up during hours that are no longer accurate have a negative experience that often becomes a negative review. Designating someone in the practice to review and update the profile monthly, and immediately when changes occur, prevents this category of problem.

• Review and update the profile whenever practice hours, location, or contact information changes
• Add and remove providers in the profile as the practice roster changes
• Post updates (events, announcements, new services) through the profile's post feature regularly
• Review the profile at least monthly to confirm accuracy
• Respond to any questions posted by patients through the Q&A feature