When patients are looking for a dermatologist in their area, Google Maps is one of the first places they’ll look. Not only can they learn what skin doctors are in their area—from this one place, they can find out everything they need to choose their doctor. In fact, Google has made it so easy that 76% of people who search for a local business on their smartphone visit a business within a day.
That makes Google Maps prime real estate when you’re exploring how to get more patients. Finding out how to get your dermatology office to the top of Google Maps should, in all honesty, be a top priority.
Why Google Maps Has Become the Go-to for Dermatology Patients
Google Maps isn’t just a place to get directions. It’s a valuable information hub connected to your Google Business Profile (GBP), which makes it a powerful platform for finding “dermatologists near me.”
When someone searches for your service area, Google doesn’t show them those big national influencer dermatologists. The search engine gives them options in their area and shows select ones on a map. Even if that patient is looking for a specific procedure like Botox, lesion removal, or acne treatment, you can visually become a top choice in your community by getting to the top of Google Maps.
From Maps, they can quickly view details like star rating, hours, services, and insurances.
But here’s the catch.
Only the top 3 dermatologists get much visibility or consideration. So, you want to be one of these 3 in your service area. Getting to the top of Google Maps is called getting in the Local Pack or Local Map Pack.
Being found here can be a game-changer for a dermatologist trying to grow their practice. Potential patients have now seen all they need to know right there. They’re ready to book.
You’ve just eliminated a significant barrier to growth.
Step 1: Create or Claim Your Google Business Profile
Your journey to the top of Google Maps begins with a Google Business Profile (formerly known as Google My Business). This free tool allows you to manage how your dermatology practice appears across Google Search and Maps.
And for patients, it becomes a hub that answers all their most important questions in one place.
To start, visit the Google Business Profile website.
Enter your business name. If your dermatology practice doesn’t appear in the dropdown, select “Add your business to Google.”
Select “Dermatologist” or “Skin Care Clinic” to help Google understand your services. You can add more detail elsewhere.
If you have a physical office where patients can visit, enter your address. This ensures your practice appears in local searches. If you have several locations, make sure each address is on your single profile. This allows you to manage all locations together.
Include your phone number and website URL to make it easy for potential patients to reach you.
Google will send a verification code via mail, phone, or email. Follow the instructions to complete the verification process.
After you complete these steps, check your visibility. This is how to get listed on Google Maps. But you still have some work to do to get your dermatology office to the top.
Step 2: Optimize Your Google Business Profile
Optimization begins with following the best practices for Google Business Profiles.
Fill everything in completely using local keywords where possible to communicate searches that are most relevant to you.
For example, if you offer dermaplaning or eczema treatment, use a local keyword tool to find the search terms people are using to find these services.
Ensure every section of your profile is filled out, including:
- Business hours and services offered
- A compelling business description that naturally uses important keywords
- Scheduling information
- Traits searchers may consider, like LGBTQ+-friendly or veteran-owned.
Upload images of your office, staff, and services to give potential patients a glimpse of what to expect. Get written permission before showing any patient, and make sure those who have access to your Google and social profiles understand HIPAA social media rules.
Just know that playing it too safe can cause you to miss out on some fantastic opportunities to promote your skin care office. So, follow the rules, but don’t over-follow the regulations, if that makes sense.
Step 3. Encourage Patient Reviews
Positive reviews enhance your credibility and can improve your ranking in local search results. And these days, your online reputation is your local reputation. It’s what most people see first.
The occasional 3- or 1-star review won’t break you if you respond professionally and HIPAA-compliantly.
When it comes to reviews, patients expect to see recent, relevant, and relatively frequent words from them. So, it’s important to actively get more reviews. Request them promptly and provide links to review sites—in this case, Google Reviews.
To achieve this, consider using a reputation management tool to automate the review request process with email and text reminders.
Step 4: Respond to Patient Reviews
Engaging with patient feedback shows that you value their input and are committed to providing excellent service. So, respond to all reviews professionally, good and bad. Personalize your response based on the reviews without sharing private information.
Struggling to respond to every review in a personable way? Why not use an AI-powered review management tool to build response drafts around the review? Then tweak it a little, and you’re done.
Step 5: Keep It Fresh with Regular Updates
Finally, share updates at least 1-2 times a week to keep your profile looking fresh and “lived in”.
Not sure what to post? Keep these posts quick and easy by posting things like:
- Promotions
- Skin care tips
- Info about techniques
- Celebrations for employee accomplishments
- Participation in community festivals, events, or charities
- Collaborate in your community with non-competing but complementary businesses, such as a local nutrition shop, health coach, or fitness club—and share about that.
- Special events you’re hosting
- Trips with your crew to local landmarks, parks, or businesses that people in your community will recognize.
Do you occasionally take your team out for lunch or bring in a spread from a local mom-and-pop restaurant? That’s a sharing opportunity that localizes your online presence and generates engagement in your community.
Search engines like Google see these interactions when they evaluate which dermatology practices should appear at the top of Google Maps. Adding geotags to photos and videos can further reinforce your location and build trust with Google and patients.
To save even more time, while scaling the ranks in Google Maps, consider using a social media automation platform that allows you to create and post updates across platforms from one easy-to-use tool. This maximizes your online visibility without a lot of extra effort. Engagement on other platforms can indirectly—but significantly—contribute to your visibility on Google Maps.
Every time a local person writes a review or engages with you on social media, this makes an arrow that points at your profile, increasing trust and confidence of both search engines and potential patients.
Step 6: Keep NAP Consistent Across Directories
Your NAP is your Business Name, Address, and Phone. It’s vital that this information be consistent everywhere it’s found online:
- Local websites
- Media (like local news sites)
- Charities you work with
- Social media like Facebook, Instagram, or even Nextdoor
- Directories for organizations, specialties, and local communities
- Review websites like Yelp, YP, HealthScore, or BBB (which are also directories)
When search engines and potential patients see accurate and consistent information about you in multiple places, this builds more trust, helping you get to the top of Google Maps.
Not sure where these hundreds of directories are? A directory management software can help. These easy-to-use tools identify the most important directories for your location and specialty.
They then allow you to update your information everywhere, all at once, in one tool. Instantly expand your online visibility and keep that information up-to-date without having to manage it in multiple places.
Step 7: Monitor Performance and Adjust Accordingly
Even the best skincare routines need occasional tweaks, and the same goes for your online strategy. Regularly monitoring your profile’s performance helps you understand what’s working and where there’s room for improvement.
Use analytics tools to monitor your ranking in Google Maps and visits to your Google Business Profile. Track social media and paid advertising performance to learn how people are finding your dermatology office online. Gain insights that guide data-informed decisions to enhance your local visibility and get more appointments.
Step 8: Stay Updated with Google’s Features
Google frequently updates its features, and staying informed ensures your dermatology practice remains competitive. For instance, Google Posts allow you to share updates, offers, and events directly on your profile. Who knows what tools Google and other platforms might add to make attracting patients easier?
An all-in-one local marketing platform can help you get the most out of features like these to not only get your dermatology practice to the top of Google Maps but also help all your local marketing efforts work together to maximize return on investment.
It’s time to find out for yourself what marketing software designed for local practices like yours can do. Schedule a free demo to see it in action.