investor presentation

2016Proprietary + Confidential

Yext / Surefire Social The Importance of Accurate Healthcare Listings8 June 2016

Marc Ferrentino

EVP Strategy at Yext

How Local Data Works

As Foundational As Your Practice Signage

Brodie Mart Town of Hilsdale Dynasty Buffet Elmhurst Hospital

Offline Presence Problems are Obvious

• Offline presence is a readily understood problem

• Digital presence, however, is much more important!

Yahoo! User ReviewGoogle Places User

Customer Facebook PostMobile Yelp User

Yahoo! Mobile UserYelp App User Signal

Claimed Yahoo ListingRegional Directory

Foursquare Check-inClaimed Yelp Listing

Healthgrades ReviewsTwitter Post

Facility LocatorDexKnows Page

News Article Bing Local Listing

Government FilingTax State Forms

Bank Loan DataUnstructured Forum

Phone RecordsVitals.com

Acxiom DatabaseOut of Biz Call Center

Lexis Nexis DirectoryInfogroup Database

Patent RegistrationUnique Biz ID Forms

Offshore Location TeamGigWalk Submit

Thomson ReutersNasdaq Filings

The Local Data Ecosystem

Twitter Post Phone Records

InfogroupYelp Crawl

?

Question

• Have you tried calling a phone number that didn’t work or led to another provider?

• Who has ever gone to a practice location that was no longer there or closed?

• Digital Presence is FOUNDATIONAL to every practice to ensure it is found!

• How do you demonstrate this?

If You Don’t Keep Up With This

The Average Business Studied:

Changed every

6Which equals

61Core changes

per Year

This was only looking at Name, Address, and PhoneIf we added hours of operation, websites, social links, etc. it’d be far worse

days for Name, Address or Phone

• Data is Locked

• Ongoing scans search for duplicate records to suppress

• Patients can see the locked data

• The ongoing value protects and ensures the data is correct

• No other platform can do this

The Network Effect

Why Local Data is Important in Healthcare

Poll Question

What priority is placed on digital presence?

Sources: Think With Google, Associated Press-NORC, PEW Internet & American Life Project

Technology has fundamentally changed the way people search for healthcare providers and become patients.

The Patient Search Journey is Changing

UNBRANDED SEARCHDepartment, Specialty,

or Conditions/Symptoms

BRANDED SEARCHDoctor Name or

Hospital/Practice Name

Patients begin their healthcare searches from multiple platforms

DoctorListing

DoctorFinder/Page

TAKE ACTIONBook an appointment via

phone, website, or individual doctor/practice page

Facility Listing

93M 77% 81% 44%Americans have searched online for a health-related topic

of prospective patients used search prior to booking an appointment

of healthcare-related searches are unbranded

of patients book appointments via mobile devices

Traditional Marketing Patient Marketing

Healthcare Marketing Funnel

Patients often start their searches close to or at the moment they need care.

Source: Associated Press-NORC

Prospective patients want to make informed decisions about their medical care and evaluate multiple factors in their searches before choosing a provider.

Top 3 factors when choosing a provider:

Industry Search Trends

Facility

Convenient Location

Provider

Relevant Expertise

System

Hours of Operation

Inaccurate Physician and Facility listings directly impact patient conversion – incorrect contact information makes for a poor digital experience and lessens the likely hood that a prospective patient searching for a provider will convert and book an appointment.

The Importance of Listings Accuracy

This example highlights how a

bad information can mislead

prospective patients: Dr.

Agnihotri’s Google listing

displayed his previous

employer’s phone number and

address.

Inform and Empower Patients with Full Control Online

Promote seasonal initiatives and announce office moves or closings across the web with a single click.

One Medical booked

5000more flu shots

by leveraging the Yext-exclusive Featured Message

across its facility listings

Propel Local Search Results with Duplicate Suppression

Fresenius Medical Care suppressed

23,000incorrect &

duplicate listingsacross the search ecosystem

with Yext

Duplicate listings can be created every time a doctor or facility opens, closes, or moves — and they cause inconsistencies that damage SEO. Leverage Yext’s direct integrations with

100+ sites, maps, apps, and search engines to solve this problem for good.

Publishers increasingly recognize how important listings are for physicians.

• As additional sites follow Google’s lead, a best practice for optimizing doctor listings is to have a unique phone number for each doctor.

• However, we recognize this is not currently possible for some organizations. Yext fully supports doctors without unique phone numbers, and we constantly push on PowerListings publishers to

enhance support for physician listings and will escalate one-off issues if they arise.

Best Practices for Doctor Listings

Google and other publishers are taking proactive steps to support

healthcare professionals

Thank You!