ENT and Allergy Associates Drives Appointment Conversions With Yext
- 40+ Locations
- Tarrytown, New York
ENT and Allergy Associates is the largest ear, nose, throat, and allergy practice in the country, with over 200 physicians in 42 clinical office locations. ENT and Allergy Associates has practices throughout New York and New Jersey, and sees over 80,000 patients per month.
“We treat some of the most common conditions that people have during cold and flu season and year-round, such as a disease of the head and neck airways, sinuses, and allergies,” says Drew Franklin, Senior Director of Business Development. “It is important that patients find us quickly once they start to recognize their symptoms and decide to see a doctor.”
ENT and Allergy Associates’ Challenge
ENT and Allergy Associates recognized early on that discoverability in search was key to its patient acquisition strategy.
“Patients are increasingly discovering us online, and so our ability to show up in searches leads to higher conversions of patients, whether they call or book an appointment online. So we needed to hone our search footprint and reach more patients to drive them to our brick-and-mortar offices,” explains Franklin.
However, managing ENT and Allergy Associates’ brand information manually across the web was proving to be a real problem.
“With over 200 physicians across 40+ clinical locations, some who rotate between two clinical sites, managing our digital footprint was very challenging,” noted Jason Campbell, Assistant Director of Marketing. “On those occasions when a doctor emailed us saying, ‘This directory has the wrong address or phone number,’ we would have to go in and put in the request to change the information manually. It could take weeks to correct. So we very much needed to find a way to streamline the process. That is what prompted us to look into Yext.”
In teaming up with Yext, ENT and Allergy Associates immediately saw the benefits of managing its brand information centrally from one platform. With Yext, the brand is also able to create Schema-marked up pages with Yext Knowledge Tags, structuring its website pages so that AI-powered discovery services can understand and surface them — helping the brand improve its search performance.
“We have so many different website URLs, addresses, phone numbers, doctors, you name it. The great thing about Yext is that it allows you to do everything in one shot,” states Campbell.
“Recently we suffered through a major snowstorm,” he continues. “And given the enormous size of our geography, some offices needed to be closed while others were able to remain open. Thanks to Yext, my team was able to update accurate information in near real time so it was communicated properly across our entire digital footprint. That was a huge win for us, and our patients.”
“The time savings Yext has given us has had positive ripple effects throughout the company,” Franklin explains. “By not having our employees spending a ton of time working on this, we’ve been able to deploy those people to do other very important things within the organization, including reputation management, data analytics, and business intelligence.”
Franklin elaborates, “Optimizing our pages using the latest industry techniques like embedded meta-data has allowed us to show up higher in Google, and therefore drive more patients to our website.”
Since launch, ENT and Allergy Associates has experienced a 60% year-over-year increase in listing clicks. Two months after launching with Yext, the health system saw a 40% year-over year increase in website visitors and a 50% year-over year increase in page views. Three months after launching with Yext, ENT and Allergy Associates drove more than 15k appointments booked online — a year-over-year increase of 201%.
ENT and Allergy Associates has seen the improvement from discoverability in search results translate into significant revenue. “Yext is helping us drive our key brand message of ‘Book Online, Anytime’ onto the digital ecosystem big time,” says Campbell. “We’re getting 15,000-20,000 online appointments per month!”
Franklin adds, “At this point, more than 25% of all our appointments are scheduled online, which is unsurpassed in our vertical. For a sense of what that means, a new patient means hundreds up to what might amount to thousands of dollars in revenue over time, across multiple visits, and including reimbursements for quality of care.”
Beyond the numbers, ENT and Allergy Associates views the benefits of brand verification in human terms. “We’re looking to improve the patient experience at every touch point, whether that’s online or in the examination room,” says Franklin. “A big part of the patient experience is being able to do your research and find information on your doctor, and then be seen when you want to be seen. So we’re investing in technologies that allow for better access, because for patients, better access means better care.”