Bryan Cush on discovering well being customers, medical doctors of the identical title, and defending well being manufacturers

In the first part, Bryan Cush, the co-founder of the Tidal Health Group, and I talked about how to use health data for content and search marketing and in part two we dug ourselves in with medical databases, local search and EAT & YMYL. We talked about it in the third part Scheme and structured data for health content. Here in the final part, part four, we talk about health-related searches and doctors of the same name, as well as reputation management for health brands.

How consumers look for health conditions versus how professionals talk about these diseases:

Bryan stated that typically about 85% of the terms they track when searching the healthcare field are layman searches and terms. The customer always leads with the name of the doctor, the device name or the technical term of the disease, but he has to tell his customers that no, consumers don’t look like that. Tidal already has a lot of data to bridge this information for its customers. Often times, Tidal doesn’t need to access patient notes or testimonials, but when they’re in a blind spot, they use that information. They often look at the CPT codes, the current procedural terminology codes they use for insurance company billing, and also the ICD codes, the diagnostic codes that are a bit closer to, but still not, the layman terms used in the search are close enough. These are some of their research tools that they use, but most of the time they have a place to jump off.

Doctors with a common name or general practitioners:

I then touched on the concept of how Google recognizes which doctor with the same last name is a different or the same doctor. Because many doctors end up working in several practices or in one practice and also in a hospital. How does Google know the doctor is the same doctor or a unique doctor? Bryan said there is an authority to this as this particular doctor may now have a Wikipedia page but his father may and they are mapping this on Wikipedia, in the medical directors, and through structured data to convey that information on the internet.

Brand Defense in Healthcare:

Bryan spoke about the challenge of defending your brand in healthcare, as practice names are often generic. Like Urgent Care Nyack, there are many brands with this name, and some without that name, but they also offer urgent care services in this area. So paid search comes in handy here, but this is why you need to be great at local search as well. But you have to test and retest to see what works for your customers in this area.

You can find out more about Bryan Cush at Tidal health group.

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