Background
The Health and Aged Care industry in Australia is highly regulated and visible. We reviewed a couple of our major customers in this industry, considering their performance pre and post-White Pages Connect set up and the impact during 2020 and the pandemic.
Customer 1: Located in Western Australia with 10 locations and one of the first White Pages Connect customers.
Customer 2: A Not-for-Profit located in South Australia with over 30 locations ranging from community centres to aged care facilities and respite centres. They joined White Pages Connect in the middle of 2019.
The Challenge
Many of the aged care challenges are consistent across different providers and geography. The industry needs to maintain a level of consistency across online presences and create localised content. Many in this industry have an umbrella brand with sub-brands underneath. As locations are acquired, multiple locations’ management becomes more challenging and can be very resource heavy – from community centres to aged care homes and respite centres.
Details such as NAP information (name, address, and phone) as well as opening hours, specialised facilities and services, may also vary from location to location and can change over time.
During 2020 the Aged Care sector was put under a more significant strain with managing additional COVID-19 protocols. The industry needed to make prompt updates, deliver timely communication of restrictions, and facilitate hours changing. The teams needed to ensure that the online information was consistent and accurate for clients and their families.
The Solution
Working with our key accounts and customer success teams, we were able to define a solution that utilised our traditional network products as well as integration with White Pages Online and White Pages Connect.
By using White Pages Connect as a source of truth, information across the 20+ distribution endpoints was updated in near real-time. This also kept the content and details on White Pages Online and Directory Assistance accurate and consistent.
The Benefits
With a combined management of over 40 locations, our customers have found that White Pages Connect has become their source of truth. By managing all touchpoints in the background, resources are better placed to focus on their clients and families.
With the expertise of teams, our customers have been able to ensure mass profile updates that are in line with changes during the COVID-19 pandemic and have peace of mind knowing their details were correct when clients and families needed them most.
Customer A:
- Location: Western Australia
- # of locations: 10
- Joined White Pages Connect: 2018
Performance comparison first 3 months pre-implementation (July – Oct 2018) with the same period (July–Oct 2019)
+165%
Increase Google visibility/impressions
+172%
Increase in Google Search Queries
+30%
Click Engagement on CTA Buttons
Performance comparison from Feb 2020 – October 2020 (peak covid-19 season vs 2019)
+22%
Increase Google visibility/impressions
+17%
Increase in Google Search Queries
Customer B:
- Location: South Australia
- # of locations: 30
- Joined White Pages Connect: 2019.
Performance comparison first 3 months pre-White Pages Connect Implementation (March – May 2019 and post implementation June – Aug 2019)
+19%
Increase Google visibility/impressions
+16%
Increase in Google Search Queries
+4%
Click Engagement on CTA Buttons.
Performance comparison from Feb 2020 – October 2020 (peak covid-19 season vs 2019)
+81%
Increase Google visibility/impressions
+67%
Increase in Google Search Queries
*Information is up to date when data was downloaded (14th January 2021) and subject to change. Performance results are not mutually exclusive and can also be attributed to an integrated digital strategy, including organic, owned, and paid advertising activity from the customer.
