Physiocorp integrates with Yext to provide outpatient rehabilitation care and empower movement at the speed of life.
‘Location comes down to ease of access, the ability to find a convenient location and being able to do so quickly and accurately. Are people able to find a clinic when they need to? It's critical to our business that this information is accurate everywhere people search. That's why we're happy to partner with Yext. Simply put, Yext is a core part of the engine that brings people to our website and helps those people find our physical locations.’
For nearly 25 years, Physiocorp has been providing outpatient physical rehabilitation care. From physical, occupational and speech therapy to orthotics and prosthetics, its full suite of services holistically treats all types of injuries — from everyday aches and pains to traumatic injuries — and offers work-related and sports performance rehabilitation for people of all ages. With over 550 clinics located throughout 29 states, Physiocorp at its brand essence is truly empowering movement at the speed of life.
As the healthcare landscape continues to change dynamically, and as technology has empowered self-diagnosis and research on the internet, patients — millennials in particular — are much more active in terms of making decisions for their health care. "Since I have been here, I have focused on changing Physiocorp’s marketing portfolio to be much more direct-to-patient and altering our portfolio to market directly to the patients," explains Steve Oliver, Vice President of Sales and Marketing. This highlights the greater trend of healthcare organisations shifting from a wholesale marketing model to a patient-orientated one. "We need to harness technology as best as we possibly can and use that as a central part of our strategy," Oliver explains. "We’ve continuously got to improve the ability of patients, first to find out about us and then to do business with us."
Clean listings are crucial in a constantly changing landscape where people’s health is on the line
Physiocorp leases all of its bricks-and-mortar locations. As such, clinics are opened, closed and relocated relatively frequently. With so many clinics nationwide, and a local footprint that is constantly shifting, it can be difficult to keep track of location data at the corporate level. In today’s digital world, that online business data has to be managed, and managed efficiently. Moreover, accurate listings data in the healthcare space carry particular importance due to the simple fact that people’s health is on the line.
"When I joined Physiocorp over four years ago, everything was manual," Oliver explains. "And before I joined, there were years where no one was managing our listings at all. There was data out there, collected in cobweb areas of the internet where other search engines spider across and grab information, coming from completely outdated places. We were searching, saying, ‘My God, there has to be a way to manage this differently.’"
That is where Yext comes into play. The Yext platform enables healthcare providers to manage and update location data in real time for every clinic across the web, all from one comprehensive dashboard. "We actually got in touch with Yext very early on in the company’s growth and I was immediately intrigued by the product. Its real-time capabilities particularly appealed to us. We signed on soon after," recalls Oliver. At the core, what uniquely distinguishes Yext’s software platform is the global PowerListings Network with proprietary integrations that enable real-time updates across major search portals including Google, Apple, Bing, Facebook, Yahoo! and more.
Physiocorp rolled out the Listings product, cleaning up and streamlining literally thousands of listings. "The whole process we were able to do with our Yext team’s guidance and expertise. That was the big overhaul step and we have seen significant positive returns on that," recounts Oliver. Yext’s Google capabilities particularly appealed to Oliver as an alternative to making manual, bulk updates to Google that took days or weeks to display on the search portal. Yext’s integration allows organisations worldwide to make real-time updates to their information on Google’s key properties, including Google Search and Google Maps, making sure patients browsing the world’s largest search engine always find Physiocorp’s listings. "We are absolutely thrilled about Yext’s Google My Business integration! Google is such a significant partner and really has an impact on overall SEO. Prior to Yext, this was an extraordinarily manual process and a huge hassle. We had a marketing coordinator who used to sit there and literally make changes on Google My Business directly for all 550 clinics. We don’t have to waste any more time on that anymore!"
The Yext team also worked with Physiocorp to integrate Yext’s API with the healthcare provider’s existing data system, thereby creating a single source of truth for all location data. Recalls Oliver, "We worked with Yext to develop micro pages, one for each of our 550 clinics. With Yext’s digital asset management functionality permitting approvals and workflows for multiple users on the platform, each clinic director can be responsible for that clinic’s management. That clinic page is where our web developer worked alongside the Yext team to link up that open API so that the two can talk to each other to the extent that we don’t need to do any manual intervention anymore! Now, each of our clinic directors is responsible for updating critical information such as certain hours changing with seasons and holidays, for example. We still centrally manage and lock down address. Hours, services, all that is what clinic directors enter into our backend for our website. That is the source of truth and feeds to Yext automatically via a platform API. This means that truly when we make any changes in our environment for any of our clinics, they get filtered out to all of the subscriptions that Yext manages for us through its PowerListings Network," Oliver beams. This empowers those directors to take control of their own local presence, while allowing Physiocorp corporate to maintain central brand control.
Yext’s people have been a key part of the process in helping Physiocorp to achieve such a sophisticated use of the platform. "I will be point blank honest — I don’t think there are words to describe the account management services that Yext provides. I have been in this business 25 years. They are just phenomenal," states Oliver. "Our account rep and the enterprise operations team have gone above and beyond helping us to understand and achieve certain things. I often feel technology is changing by the minute and Yext keeps us on top of everything. Yext’s people are among the best I have had the pleasure to work with. They have made it a great partnership and really allowed us to work in a way where we can take full advantage of the Yext platform."
The results speak for themselves
Since launching on Yext, Physiocorp has seen remarkable improvement in its digital presence, increasing the total number of listings by 61% and leveraging Yext’s Duplicate Suppression to eliminate duplicate listings across the web once and for all. It has updated 23,000+ names and addresses, 43,000+ phone numbers and 48,000+ website URLs — and has added 96,000+ business descriptions and 619,000+ photos.
Taking advantage of Yext’s social capabilities and making that a key part of its digital strategy, Oliver’s team actively posts to Facebook directly from the platform. They also leverage Yext’s enhanced features in order to drive more consultation bookings. By replacing the standard "Call Today" button with a unique and localised Clickable Featured Message updated through the Yext platform, Physiocorp witnessed a 125% increase in engagement in just two months.
The future for Yext and Physiocorp
As mobile search continues to dominate an increasingly large share of the online search market, location remains critical to Physiocorp’s competitive factor— even more so now that it has been purchased by Select Medical, one of the nation’s largest providers of specialised hospital, rehabilitative and outpatient care. Physiocorp therefore will expand its brand from 550 locations to ~1600 outpatient rehabilitation locations through the Yext platform.
"Location comes down to ease of access, the ability to find a convenient location and being able to do so quickly and accurately. Are people able to find a clinic when they need to? It’s critical to our business that this information is accurate everywhere people search. That’s why we’re happy to partner with Yext. Simply put, Yext is a core part of the engine that brings people to our website and helps those people find our physical locations," concludes Oliver.