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Physician Schema Markup

Physician Schema Markup Highlights Healthcare Professionals and Networks

This type of healthcare schema markup can powerfully showcase your physicians’ and provider’s expertise and help potential patients find them online. It can include specific medical information for query matching through question answering (FAQs), explaining a medical condition, videos, podcasts, images, and patient reviews – directly in the search results.

 By implementing physician schema markup, healthcare clinics, hospitals, and individual practitioners can look forward to a higher click-through rate to their physician’s profile page. This promising increase in visibility in rich results could potentially lead to a significant boost in scheduled appointments, offering a positive outlook for your practice.

Physician schema is Best suited for independent physicians with a private practice and/or independent clinic.

First, we need to know that the Physician type is a specific subtype of MedicalOrganization. This includes all variants of Physician schema. Second, The tech giant has been and is specificallydedicated to improving search results related to medical care and health topics. [1]

According to schema.org/Physician, IndividualPhysician is a subType of Physician and has more opportunities to inform search engines and people while clarifying affiliation information.

Benefits of Implementing Physician Schema Markup

  • Identify medical services that the physician provides.
  • Reduce pre-existing online-related physician disparities and ambiguities (people with similar names).
  • Helps you target your messages to the right audience and each subpopulation.

Google’s new AI Overviews are having a big impact on medical education and physician care. Having clear proof of your qualifying information is more helpful than ever.

Key Physician Information to Include

Contact Information

Content & Code Requirements – Consider how easily contact information can be programmatically confused or outdated.

Available Services

Code and Content Requirements – Identify the specific medical services that each physician provides. Leverage an entity home (i.e a Medical Condition page), then ensure that entity’s URL is provided.

Specialty and Areas of Expertise

Content & Code Requirements – This section will likely be targeted by OLER. Ideally, we want all entities targeted by the same property (e.g specialty, or knowAbout) to be contained within a single parent component.

Accepted Insurance Types

Content & Code Requirements – People want to know in advance if their insurance is likely to cover costs.

Physician Profile Picture

On-page Content & Code Specifications – The image URL should be correct (live preferable on the same domain), crawlable, and indexed.

Additional information can included:

  • Name, Honorific, and Educational Suffixes
  • Profile Picture
  • Locations of Practice and/or Associations
  • Clinics
  • Hospital
  • Pharmacies
  • Maps
  • Contact information
  • Available Services
  • Specialty and areas of expertise
  • Research
  • Professional Associations
  • Formal Education
  • Current Memberships
  • Identification Codes (US NPI)
  • State Medical License
  • Reviews and Ratings

It is highly beneficial if a physician can provide their NPI and medical license at the outset. However, due to their busy schedules, this is not always possible, which can pose a challenge. The inclusion of the person’s middle initial and any former last names can be instrumental. For instance, a lady physician I manage had both these key details associated with her maiden name. This knowledge allowed me to swiftly locate her information online, underscoring the importance of complete information.

There is a caveat to nesting information about a physicain’s review and rating that is important to heed. We’ll cover that next.

Nesting Reviews Within Physician Schema Markup

Looking at some history of the Physician type, Google updated its related documentation on September 18, 2019. [3]It made clear that Organization markup and its subtypes are not eligible for self-serving nested reviews in the structured data code. Up till then, we, for one, had been doing this. The documentation says the following.

“To explain more, in the past, an entity like a business or an organization could add review markup about themselves to their home page or another page and often cause a review snippet to show for that page. That markup could have been added directly by the entity or embedded through a third-party widget (many do this). We consider this “self-serving” because the entity itself has chosen to add the markup to its own pages, about its own business or organization.” – Google

Google has its unique content and implementation requirements for Reviews and Ratings schema. I keep an alert so that changes on its documentation page inform me of up-to-date content and code requirements.

Physician profile pages often include reviews and ratings. That is okay if you meet the requirements. You can nest the appropriate review schema markup on your physician pages – and possibly gain a review snippet – if the review was posted voluntarily on a platform that you don’t control.

Learn More About Healthcare Marketing Opportunities

 

References:

[1] https://developers.google.com/search/blog/2017/12/for-more-reliable-health-search

[2] https://developers.google.com/search/blog/2019/09/making-review-rich-results-more-helpful