Google Business Profile (GBP) provides analytics called “Insights” that help doctors and clinic managers understand how patients find and interact with their clinic online. Monitoring these insights allows clinics to make data-driven decisions, improve visibility, and optimise patient engagement.
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Why GBP Insights Matter
- Track visibility: Understand how many people see your clinic profile and which searches bring them there.
- Measure engagement: See how potential patients interact with your profile through calls, messages, or website visits.
- Identify trends: Learn which services, locations, or campaigns drive the most patient interest.
- Optimise marketing efforts: Use insights to focus resources on high-performing services or locations.
Key Metrics to Monitor
- How Customers Search for Your Clinic
- Direct searches: Patients who search for your clinic name or address.
- Discovery searches: Patients who find your clinic by searching for services or categories you offer.
- Branded searches: Patients searching for your brand, e.g., your clinic group.
- Monitoring this helps you understand whether patients are actively looking for your clinic or discovering it via local search.
- Where Customers View Your Clinic
- Search: Views from Google Search results.
- Maps: Views from Google Maps.
- Analysing this shows which platform drives more patient traffic and can inform posting and advertising strategies.
- Customer Actions
- Website clicks: Number of clicks to your website.
- Calls: How many patients called directly from the profile.
- Direction requests: How many patients requested directions to your clinic.
- Messages: If messaging is enabled, track how many patients contacted you directly.
- These metrics indicate patient intent and help measure conversion potential.
- Photo and Post Engagement
- Views and interactions with photos and posts indicate what content resonates with patients.
- High-performing photos or posts can guide content strategy for other locations or services.
- Reviews and Ratings
- Track the number, recency, and overall rating of patient reviews.
- Responding to reviews promptly and monitoring trends can improve patient trust and local SEO.
How to Use GBP Insights Effectively
- Compare periods: Monitor month-over-month or year-over-year changes to identify growth or declines.
- Identify top-performing services: Discovery searches often reveal which treatments attract the most attention.
- Adjust marketing strategy: If calls or website clicks are low, consider updating photos, posting more frequently, or promoting specific services.
- Monitor multiple locations separately: For clinics with multiple branches, track performance per location to allocate resources efficiently.
Best Practices
- Check insights at least once a month to stay informed.
- Combine GBP insights with website analytics and patient appointment data for a complete picture.
- Share key metrics with staff or marketing teams to align efforts and improve patient engagement.
- Experiment with posts, photos, and service updates, and measure their impact using insights.
Final Thoughts
Google Business Profile insights provide actionable data that clinics and doctors can use to improve online visibility, patient engagement, and operational decisions. By regularly monitoring searches, views, customer actions, and content performance, clinics can make informed decisions, optimise their GBP strategy, and ultimately attract more patients efficiently.
