Understanding Google My Business & Local Search
Google Maps and Hospital Hell Soon Coming to an End? Three Cheers!
Google Maps and the Local Business Center have been hell for hospitals. Virtually everything that could go wrong with Maps has gone wrong when it comes to hospitals getting their many listings correct in the LBC and the Maps index with the technical issues compounded by the lack of customer support. This has been an on-going problem and was first reported as long ago as March, 2007.
That being said it appears that Google is in the process of a formalized solution that could very well solve the problem: hospitals would be come eligible for whitelisting of bulk uploads.
Last week, in my article “Is Google Maps the Portal to Bizarro World?“, I wrote about the difficulties of a hospital being banned while attempting to mange the complex process of getting their many listings squared away. With hospitals, records are merged sending folks to the wrong address for the emergency room or inundating an internist’s office with calls meant for the main switch board. Typically phone verification in the LBC does not work for most hospitals due to their PBX’s and receipt of a post card in the right hands is more difficult to come by than single payer health care. The job of the hospital trying to gain control of their listings has often proven nearly impossible.
Given the critical public nature of the service that they provide, sending phone calls off to the wrong department, having the wrong address or phone number for the emergency room can lead to disaster. It points out the social problems that can affect us all when critical public information is left to the devices of an imperfect algorithm.
Historically Google had a dedicated form for hospitals to gain assistance from Google in getting their records squared away but that option had disappeared leaving many with no real solution and Google’s only advice to hospitals being the totally unsatisfactory & pitiful “check your mail system and make sure the mail doesn’t get lost”.
This recent post in the Help Forums captures the essence of the hospital issues:
I didn’t get the postcard… Must change Phone number ASAP!
John at Madigan
I am a systems administrator, and Webmaster for the Madigan Army Medical Center. I have tried to update our Phone Number (the correct number is 253 968-1110 all the other numbers are wrong… there are 3 listed) using the post card option. I did not get the postcard, not absolutely surprising as we are a LARGE facility with over 5000 employees. The phone number option is not viable, as the number listed is incorrect. It goes to our Pain clinic, who is UNINDATED with calls that they have to forward to the main switchboard. I MUST get this number changed IMMEDIATELY. Please Help!
It appears that Google, in response to Jeff Wiley of Hospital Bizarro World fame, has begun to formalize a solution not just for him but that will work for every hospital. He (and hopefully all) is being brought into the Bulk Upload Whitelist program. This should offer a real solution to any and every health care facility. From the post:
I have good news. Your LBC account should be active now. I took a look and I suggest you submit a bulk upload for all your hospital listings so you do not have to individually verify each listing. After you create your bulk upload and it complies with our Local Business Center Quality Guidelines then you may submit a request to have it verified and listed on Google Maps by submitting your info here: http://maps.google.com/support/bin/request.py?contact_type=feeds_verify.
Please let me know if you have questions. Sorry for the inconvenience.
I may be premature on this but Grand Kudos to Google on moving to solve a pressing public safety issue.
For this solution to really work, it needs to be taken to the next level of operational and communication support. Google needs to back up the possibility of white listing with real people to approve the requests in a timely fashion. As long as Google is in the solution mood, lets hope that they communicate the solution broadly and publicly document this possibility so that every hospital can learn of it and take advantage of it. It is of such importance in my book that Google should initiate a focused outreach to every medical facility in the county.
This holds the promise of a great solution to a sticky problem… three cheers!
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