Customer Profile

Orchid Medical Centre is a state-of-the-art multi-specialty hospital located in Ranchi, Jharkhand. A 135-bedded facility, spread over seven floors, Orchid Medical Centre is equipped to handle a large number of patients and is committed to delivering exceptional medical care and treatment services. 

Accredited by NABH and NABL for its excellence, Orchid’s premier facility provides high-quality medical care and treatment options at affordable prices while prioritizing exceptional care and a positive patient experience. 

Orchid Medical Centre has 30+ specialties, 50+ doctors and 6 centers of excellence rooted in clinical excellence and well versed with the latest advancements in their respective fields. This is further complemented by teams of highly trained nurses and paramedical staff.

Orchid’s cutting-edge technology and infrastructure is focused on specialities like Cardiology, Cardiac Surgery, Neurology, Neuro Surgery, Orthopaedic & Joint Replacement, Spine Surgery, Nephrology, Paediatrics, Gynaecology, Critical Care, Urology, Pulmonology, Gastroenterology, Diabetes and many more.

Background

Smartphones are revolutionizing how patients find, choose and engage with a healthcare provider today. Digital is now at the forefront of the patient journey and is a vital channel for new patient acquisition and engagement for hospitals.

In their moment of need, 88% of smartphone users search online for healthcare services. Google is the primary starting point for these searches and 2 in 3 searches for healthcare services are ‘location-specific’ or ‘near me’ in nature.

Well over 50% of such “location-specific” or “near me” searches are for a specialty or a condition. Examples: Gynecologist near me, Best orthopedic surgeon in Noida, Diabetic clinic near me, etc. 

For multi-specialty hospitals, getting found online for such high-intent hyperlocal Google searches by specialty or condition is key to attracting more new patients to their hospital. 

Why is that the case? Because patients or caregivers doing such searches have an immediate need and high-intent. As per research, 76% of consumers doing Google ‘near me’ searches for a specialty or condition take definitive action in 24 hours:  They call or visit or book an appointment or message the hospital/doctor within a day.

Challenges – Local Pack Ranking & Digital Presence

Consumer Behavior: Hyperlocal Google search by specialty or condition 

Orchid had well over 30 specialist doctors across different specialties or departments. However, none of them had any direct presence on Google. In other words Orchid’s doctors did not have a dedicated practitioner Google Business Profile (formerly Google My Business) for them. 

Impact: 

1. This adversely affected organic discovery and top-of-search position and ranking in Google Local Pack for relevant specialty or condition-specific “near me” searches
2. Leading to the loss high-potential inbound leads and patients to competition, resulting in significant revenue loss

Why?

• Accurate, complete and verified Google Business Profile is the top-most factor driving Google Local Pack ranking

Solution – Practioner Profiles on Google Business Profile

Zceppa Listings, Reviews and Social products helped the hospital increase inbound leads, patient enquiries, and walk-ins from hyperlocal specialty/doctor searches on Google.

How?

1. Zceppa Listings helped Orchid Medical Centre create and optimize 30+ practitioner Google Business Profiles for their doctors across all their specialties/departments 
2. Analytics & insights in Zceppa Listings enabled Orchid to track keywords and get search and consumer action insights for every practitioner profile on Google
3. Zceppa Reviews enabled the hospital to get patient reviews and respond to all reviews in real-time
4. Zceppa Social enabled Orchid to share relevant content across Google and Meta seamlessly
5. Review widget allowed the hospital to embed patient reviews on Google with their webpage 

Anant Jain, Director, Orchid Medical Centre,  says, “ We have been using Zceppa for well over a year now. It has evolved from a review tracking tool to an essential part of digital presence on the web. We like the product and the team behind it is very responsive and provides feedback and insights beyond the product”

Business Outcomes

With the doctor profiles on Google in place, Orchid ranked for 40,000+ more monthly hyperlocal searches compared to the period before having these profiles.

They collected 11,000+ patient reviews on Google in 15-months across all its hospital and doctor profiles. All reviews were responded to on-time leveraging Zceppa’s Smart Reply feature as well. 

Search insights and keyword reports provided important pointers on discovery and ranking by doctor profile, enabling the hospital to implement appropriate tactical action plans to improve organic discovery and ranking for high-intent hyper local searches.