GOOGLE QUESTIONS AND ANSWERS

The What:
Google Questions and Answers acts as an open-forum FAQ for your hospital. Displayed on the Google Knowledge Panel, users can ask—and answer—questions related to your practice. While this seems like a generally minimal feature, when employed properly, it can be a strong marketing tactic. However, if ignored, it can lead to catastrophe.

Let’s start with the good part first—a creative way to use Google QA would be to ask your own questions and give your own answers to highlight how your hospital stands out. Say for instance that your practice is the only one in your area that treats reptiles. A good way to use this feature to your advantage would be to ask a question like:

“I can’t find a veterinarian in this area to treat my pet snake. Does this hospital see
snakes?”

An appropriate and strong marketing answer would be:

“We do treat snakes at our hospital, as well as other reptiles. As the only practice in the 30-mile radius of our city, we are proud to take care of our scaly friends.”

On the flip side, if you are not active with Google Questions and Answers, anyone can ask any question, and anyone can give any answer—which could mislead potential and current clients into thinking that these discussions are representative of your practice.

Hospitals that answer Google Q/A also saw a 22 percent increase in the number of reviews over those that did not.

The How:
How to set up Google Questions and Answers: We’ve provided a step-by-step guide here.