Congress’ debate on healthcare has sparked many different opinions about the right path for the future of healthcare insurance. Regardless of where that debate is headed, all Americans share the same challenge at one point or another: finding good healthcare.

And that’s where local search comes in—to help connect medical professionals with patients.

Recently, Dennis Fromholzer at CRM Associates analyzed some data points from Knowledge Networks that show healthcare accounts for 14 percent of all Yellow Pages usage—or roughly one out of every seven uses. In 2008, there were 2.4 billion references to healthcare headings in the Yellow Pages, both print and online. Five headings—Physicians, Dentists, Chiropractors, Hospitals, and Pharmacies—account for over 75 percent of healthcare references.

Over the last few years, we’ve also seen a proliferation of vertical web sites that offer local search tools and user reviews to help consumers find local medical professionals. They range from the all encompassing Angie’s List and CitySearch to the more specific like webMD Physician Finder, Find A Doctor and New York City-based Zoc Doc.

Online local search options are even spreading beyond simply finding a doctor to finding health insurance as well—an inherently very local task given the nature of the insurance industry and a wide array of state laws. Healthcare.com made a presentation at the recent Kelsey Group Directional Media Strategies conference about the growing opportunities for insurance providers to use online local search tools to market themselves.

So what does all this mean for the local healthcare professional or practice wanting to build a clientele of patients? For starters, it means taking stock of all the tools available to you, from print yellow pages, internet yellow pages, city listings sites and local search verticals to determine which will reach your intended audience. Depending on the community and demographic desired, this may be a mix of tools, or possibly all of them.

I think in this evaluation, it’s very important to consider which mediums people trust most. A yellow pages ad can offer legitimacy, while a featured listing on an internet yellow pages site can attract high viewership via a Google search.

Once the medium has been selected, it’s critical to spend some time on the message. Look at what other healthcare professional are sayings in their listings and ads, and determine what message and ad format will differentiate against others in the profession.

Finally, word of mouth is critical. And by word of mouth, it’s not only the referrals you hear from family or friends in every day discussion, but also what others are saying online. A simple tweet about a great doc can drum up new clients for a practice. Likewise, a user-generated review on local sites that allow them can be critical in attracting, or scaring away, potential patients.

I think it’s safe to say that whatever happens in Congress, patients will continue to turn to local search tools to find accessible healthcare. Our role as local search agents will not change, and in fact, may only get greater as changes to the system will only prompt additional questions. Our job will be to continue to provide the most relevant information for the millions and millions of Americans who rely upon local search to make some of the most important decisions for themselves and their families.

When you call a business, would you rather dial a local number to talk to an actual human being or take your chances with the call-center mazes and lengthy waits frequently presented by 800 numbers?

What, did I give away my answer?

It’s basically an issue of human nature, and really there’s not much of a question. We want someone who will listen to us and handle our call personally, in a manner that shows our call matters, and by extension, that we matter. The majority of consumers believe they’ll receive that service, or at least get a better shot of receiving it, by calling a local number.

A recently released study from CRM Associates reveals this significant preference. Yellow Pages ads with local numbers receive more than twice as many calls as ads with only an 800 or toll-free number (It’s worth noting that ads with a local number used in conjunction with an 800 number fared the best).

Let’s put it in dollars and cents: For the businesses running those YP ads, the cost per call they receive is 2.4 times higher in ads that supply only an 800 number—in other words, because the 800 numbers generate fewer calls, the cost/call is higher when averaged over all of the calls received.

CRM Associates’ report notes that these results show up not only in this U.S. study, but the same outcome has been observed in several other countries around the world. “The results are reflective of very clear, deep and culture-independent patterns of consumer shopping behavior,” the report says.

This information is obviously useful for print Yellow Pages advertisers, but its application isn’t restricted to print media. These subconscious (or conscious) decisions that consumers make apply to the online world as well. The medium isn’t the key here; human nature is. As the report notes, “People are people, regardless of technology.”

In fact, the report also looks at Internet Yellow Page ads, and those results are especially interesting for those of us in online local search.

Listing an 800 number in an IYP ad has somewhat better results than in print. Remember, the print rate was two to one. For IYP, the rate is four calls from local number ads for every three from 800 number ads.

The problem, however, is the average cost of an IYP ad listing an 800 number is roughly double that of one listing a local number.  The cost is higher because those ads are typically designed to cover a larger geographic area. For example, a local number ad could be used solely in the Chicago market, but a business might use an 800 number ad to cover the entire Midwest. The broader, more expensive coverage helps drive the increased calls, but at an increased price.

So the IYP advertisers that take the 800 number approach are getting more calls—but still not more than the ads listing local numbers and not in the most cost-effective way. The report finds IYP local number ads have an ROI three times higher than the 800 number ads.

At the end of the day, it should be an easy call for businesses to make. They need to think local and act local by including a local number.

A new comScore study released by the Yellow Pages Association provides interesting insights about local search and how consumers are using it to seek products and services online.

According to the comScore study, local search grew 58 percent in 2008, significantly outpacing the 21 percent growth in overall U.S. core web searches during the same period. As local search grew, Internet Yellow Pages and local online business directories saw double-digit growth of 23 percent over 2008.

In addition, the study showed that 75 percent of the top 100 keywords searched on Internet Yellow Pages sites (IYPs) are non-branded. Nevertheless, nearly half (45 percent) of Internet Yellow Pages and local online directory searchers went on to make an online purchase in the fourth quarter of 2008.

So what does this tell us?

Lesson 1: Shoppers want convenience. It used to be that consumers would rather visit the store to “look and see” a prospective purchase in person. The growth in local search indicates that times have changed. With the limited time available to most people in today’s world, shoppers are turning to the 24-hour, anywhere, anytime convenience of the Internet for everything—even to reach out to the company next door.

Lesson 2: Local search means business. It appears that in many cases, local search is less about browsing your options, and more about closing the deal. The juxtaposition of the non-branded IYP searches and the high rate of e-commerce amongst IYP searchers tells us that even though online shoppers don’t know specifically what or where they will buy from, they are ready to buy and their local search is just a means to an end.

Lesson 3: As local search grows, so too will the demand for local business information. There continues to be a lot of discussion about which local search outlets will grow and which will wane in the evolving online environment. Clearly, all old models are going to have to adapt to stay competitive, but the increase in search and the ripple effect to IYPs indicates that as local search grows, the demand for accurate local business data will too.

Overall, these are all strong arguments for local businesses to create or enhance their online profiles if they haven’t done so already. If the hyperlocal trend continues at this rate, ignoring the internet will catch up with a business, no matter how small or what niche it occupies.

Traditional news outlets are looking closer to home for ways to remain competitive, and in some cases, to survive. Many of these newspapers and television and radio stations are latching on to a trend of going “hyperlocal” with their content—serving the information needs of local neighborhoods or communities—as a way to counter the problems of falling ad revenue, shrinking subscription/viewership/listener bases, and rising costs.

The catch is that, so far, a hyperlocal focus of content isn’t being backed by a hyperlocal breakthrough in ad sales.

Forrester Research’s recent report entitled “Is Hyperlocal Hype or Happening?” found a “disconnect between the source consumers rely on for local news and information versus those they rely on for business listings.” The majority of these consumers are still using traditional means of locating the goods and services they desire.

The report discovered that 74 percent of offline consumers and 66 percent of online consumers still turn to the Yellow Pages directory for local business listings. Meanwhile, the report found Internet Yellow Pages (IYP) results were almost identical to Internet search engines with 31 percent of online consumers using IYP to find listings for local businesses versus 34 percent using search engines.

These results reinforce the Yellow Pages’ historic positioning as the primary source for local business listing information.

To be sure, concerns about lagging local advertising isn’t slowing mainstream news outlets from moving forward with a hyperlocal strategy. Early innovators such as the Journal-World (www2.ljworld.com) in Lawrence, Kansas, and the Rocky Mountain News in Denver (YourHub.com) have led the way for established media companies to see hyperlocalism as a way to win back readers and to target mom-and-pop advertisers who can’t afford to, or simply don’t want to, reach every household in a region.

Gannett, the nation’s largest newspaper chain, and the Chicago Tribune (Triblocal.com) have also entered the field. And just last month, the Dallas Morning News rolled out 61 community websites carrying content specifically geared toward each of those communities.

Newspapers aren’t the only ones looking to a hyperlocal approach to improve their product. Yellow Pages providers also are drilling deeper into communities and becoming even more localized and targeted.

The latest step forward comes as R.H. Donnelly launches its new DexKnows IYP platform. The site’s features take local search to the next level, allowing searches by neighborhood or by landmark.

Want to find a dry cleaner in the Queen Anne neighborhood in Seattle? How about pizzerias near Coors Field in Denver? The new platform can handle the job, and it can do so in a more intuitive fashion than other local search or IYP sites.

The new DexKnows IYP platform also can differentiate between businesses with fixed locations (your typical retail store) and those based on service areas (the handyman who works a set region). Thus, a search for a heating and cooling company or a plumber who serves your neighborhood won’t simply bring up those located the closest to you, but those who can make house calls in your area.

As IYPs continue to upgrade and advance, the biggest gains seem set to come from becoming increasingly localized and targeted. Those of us in the local search industry will tell you, hyperlocal is definitely not hype. Hyperlocal is happening. And it’s happening in some interesting places.

If you want to get a snapshot of a specific era in American society, I’d suggest the Yellow Pages industry is a good place to take that picture. The companies and headings listed can provide a footprint in time for people’s needs and interests of the day.

In the 130-year history of the Yellow Pages, categories have come and gone, they’ve gained and lost popularity. Typewriters gave way to personal computers. Recycling services seemed to sprout up out of nowhere. Do you think pet grooming was a top heading 50 years ago as it is today?

While some people might think phone directories are a thing of the past, those of us who understand search know that people will always need a way to locate goods and services. Certainly online search plays an important role, but the data show a large number of people still turn to print directories.

An interesting recent study illustrates this point by comparing Yellow Pages search results from 2007 with those from 1997, a time when the Internet was beginning to find its legs in the U.S.

Research from CRM Associates found that the top Yellow Pages headings actually received at least 20 percent more references in 2007 than they did 10 years earlier. Of the 700 headings with 1 million or more references, 250 experienced that kind of growth. In fact, the median of that group showed references had doubled.

Some might scoff and say that’s not true for the younger generation. Again, though, the numbers are illustrative.

A look at the headings most popular among millennials, those in their mid-20s and younger, reveals some of the biggest gainers. References for tattoo parlors as well as ear piercing each have grown nine times more popular than they were 10 years ago. Dating service references have increased even more; they are nearly 11 times more popular. The number of references for video games has grown 80 percent.

What were some of the other headings that saw spikes in searches, and what do they say about us?

How we celebrate Parties and events no longer are being held primarily at banquet halls and similar facilities. People are taking those festivities outside or hosting them at their homes. The study shows headings for renting tents are 18.8 times more popular now. Similarly, the number of references for games and game supplies has multiplied by 15.2 times.

What we drink The proliferation of coffee houses and increased popularity of tea in America has helped the coffee and tea heading experience the largest growth among food products in the past 10 years. References for that heading have grown by a factor of 9.6.

How we relax Do you think yoga is more popular now than it was 10 years ago? Try nine times more popular, according to its Yellow Pages references. Searches for golf carts saw a sixfold increase.

What our society will look like in another 10 years is anyone’s guess, but I suspect the Yellow Pages headings will provide a good indication for what has changed.

An advertisement is only as effective as its content. If the content doesn’t reach out to potential customers and make a compelling case, the ad doesn’t make the sale, which means the people at your business never get the chance to do the same.

But even good ads can get lost in the shuffle of cyberspace if they don’t have the right keywords.

Just as the content is what determines whether a consumer contacts a business, it also is what makes the difference in whether a business surfaces during a query.

What content makes for a successful advertisement?

The Yellow Pages industry has identified specific content elements that lead to higher call volumes. We’ve learned this through in-depth comparative analysis of same-size ads under the same heading, focus groups of Yellow Page users, interviews with consumers, and metered advertising testing.

While the research we use focuses on print Yellow Pages ads, these insights apply when creating successful online advertisements as well. It all comes down to keywords that consumers use to search and, ultimately, make a decision.

You could call these tips “All I Really Need to Know I Learned From the Yellow Pages”:

• Start with a catchy headline. This is your first chance to grab the customer’s attention. Rather than using the name of your business in the headline, include your business’ benefits or what differentiates you from your competitors.
• Target your customer. The content of your ad should mesh with the type of customer you are trying to reach. Do you do residential or commercial work? Are you high-end or low-end?
• Be specific about products and services. Don’t be vague. If relevant, name the brands you offer. Pick strategic keywords like “specialized,” “customized,” “guaranteed,” etc. Ads with the phrase “family-owned” (or something similar) draw 15% more calls than those that do not.
• Recognize that location sells. Multiple locations and/or phone lines are major selling points. Similarly, listing specific areas, neighborhoods, or regions that you serve is a big plus, particularly if you deliver. Ads that list a specific set of areas for delivery receive almost 40% more calls on average.
• List hours and availability. The ad should say when you can be reached. In particular, make sure you mention it if you are available 24 hours or have emergency service.
• Explain some financial specifics. Include details about payment plans and financing arrangements and whether you accept insurance or work directly with insurance companies. Ads that include language noting these services draw 15% to 20% more calls on average.
• Understand that “free” sells. If you offer free consultation or estimates, make sure to say so. Who doesn’t like free advice?
• Establish your credibility. Is your staff certified? Have you won awards? How long have you been around? Ads that emphasize credentials, experience, or expertise are 50% to 100% more likely to be the top-drawing ads in comparative analysis.

Today’s shoppers expect marketers to communicate the essence of their business value in succinct language. In other words, they want you to speak to them in their terms so they can find you. The content of the advertisement must catch the attention of the shopper and quickly inform, and it also must catch the attention of the shopper’s search engine.

Bringing nearly three decades of Yellow Pages and local search experience, Larry Small, Director of Research for the Yellow Pages Association, spearheads and advises on all association-driven research activities for the industry. The Locals Only column appears on Mondays at Search Engine Land.

Local search is a term that describes more than just Internet Yellow Pages (IYP) and local search engine searches. It also includes offline searches for local businesses. The type of local search consumers use depends on their degree of need. When comparing the top 10 IYP and print Yellow Pages headings as we did in today’s press release from the Yellow Pages Association, there aren’t many differences. The most frequent IYP usage mirrors consumer’s most frequent print Yellow Pages (PYP) usage.

Top 10 IYP Headings

1. Restaurants
2. Physicians & Surgeons
3. Hotels (Ranks #31 on PYP List)
4. Auto Repairing & Service
5. Florists-Retail (Ranks #19 on PYP List)
6. Auto Dealers – New & Used
7. Dentists
8. Auto Parts & Supplies – New & Used
9. Beauty Salons (tie)
10. Hospitals (tie) (Ranks #11 on PYP List)

Top 10 PYP Headings

1. Restaurants
2. Physicians & Surgeons
3. Auto Parts – New & Used
4. Auto Repairing & Services
5. Pizza (Ranks #13 on IYP List)
6. Auto Dealers – New & Used
7. Attorneys/Lawyers (Ranks #12 on IYP List)
8. Dentists
9. Plumbing Contractors (Ranks #11 on IYP List)
10. Beauty Salons

However, when you look deeper into search behavior and beyond the top 10 lists, local searches conducted online vs. local searches conducted offline are influenced by factors including the timing of the consumer’s need, the availability of information online, and also whether the consumer is searching for a product or service.

Heading with Print and Internet Yellow Pages Ranking Comparisons

• Hotels: #31 PYP, #3 IYP
• Florists: #19 PYP, #5 IYP
• Pizza: #5 PYP, #13 IYP
• Electronic Equipment: #48 PYP, #14 IYP
• Pharmacies: #17 PYP, #26 IYP
• Sporting Goods: #49 PYP, #23 IYP
• Veterinarians: #14 PYP, #24 IYP
• Tire Dealers: #16 PYP, #35 IYP
• Funeral Directors: #87 PYP, #39 IYP

When searching locally, consumers treat service-oriented purchases different than product-oriented searches. Offline searches are more often conducted for service-oriented businesses, such as Plumbers and Veterinarians, while online searches are typically a superior vehicle for product searches – for Sporting Goods, Office Supplies, Shoes. This is because service-oriented searches typically require a live phone conversation for the consumer to describe their unique and specific issue, determine if the service provider can help with that issue and what the next step might be – a service call/appointment, a free estimate, or another service provider.

With product searches, many product-oriented businesses have photos, videos, and inventories online that allow consumers to conduct their own research. For example, when searching for a hotel room, an online search is often more productive as consumers can search not just the available options in the area they plan to visit but also pricing, availability, and amenities.

In addition, long-term purchase decisions, such as purchases for Electronics and Automobiles, tend to have heavier IYP usage as consumers take more time to research these purchases, many of which are for higher dollar transactions. Short-term local search purchase decisions, including searches for pizza and manicurists, which are for less expensive transactions, favor offline outlets such as print Yellow Pages.

The take away is this – online and offline local search habits may not differ in the top 10 headings – where the law of large numbers exists and the population is using both on and offline resources, but nuances such as short-term vs. long-term need and product vs. service-oriented searches do exist and businesses should consider the type of local searches their consumers conduct when determining their advertising spend.

Log onto the Local Search Guide and take the product vs. search-oriented search survey.

Bringing nearly three decades of Yellow Pages and local search experience, Larry Small, Director of Research for the Yellow Pages Association, spearheads and advises on all association-driven research activities for the industry. The Locals Only column appears on Mondays at Search Engine Land.

Having just wrapped up one of our most successful Yellow Pages Association annual conferences, one thing is clear: Our industry has been able to navigate all types of business climates and has evolved to meet current and future market needs. Recent data from the 2008 Yellow Pages Association Industry Usage Study, conducted by Knowledge Networks/Statistical Research, Inc. (KN/SRI), confirms this.

First, overall Yellow Pages usage is on the rise—the combination of print and online references rose to 17.2 billion in 2007, up from 16.7 billion in 2006. The breakdown demonstrates the power of our multiplatform medium. Internet Yellow Pages usage has experienced double-digit growth, climbing to 3.8 billion references in 2007 (comScore 2007), and print directory usage remains stable with 13.4 billion annual references. This isn’t surprising, considering full pipeline of new Internet Yellow Pages tools that are constantly being introduced. They continue to raise the convenience factor for consumers by providing a wide variety of local business information in the ways that they prefer to receive it.

The study also shows that the Yellow Pages reach consumers who are ready and able to make purchases. Nationwide, 86% of those surveyed made a purchase or were likely to do so after referencing the print Yellow Pages. Our medium provides advertisers with a unique audience of consumers who are focused on one thing: getting more educated about the local businesses that offer the product or service they are about to buy. Taking this point a step further, among those making a purchase after referencing the Internet Yellow Pages, 51% were new customers to the business they chose. For print Yellow Pages, 39% were new customers to the business they selected.

Taking a closer look into the demographic profile of Internet Yellow Pages users, the snapshot paints a picture of highly educated families who are financially successful. Specifically, the study found that 80% have some level of college education and 62% earn a household income of $60,000 or more annually. The results also showed that 75% live in counties with a population of 150,000 or more and 70% are married. This sophisticated demographic profile is one that many businesses specifically covet.

The study also found that many of the top U.S. DMA markets have a very large population of print Yellow Pages users. In fact, more people in cities including Charlotte, N.C., Portland, Ore., Salt Lake City, and Seattle reference the print Yellow Pages per week than the national average.

It is evident from the just-released KN/SRI Yellow Pages usage study results that our medium is one that has successfully evolved to consistently provide the directory products and services that meet and exceed the needs of users and advertisers alike. The proof is in the numbers—no spin necessary.

Bringing nearly three decades of Yellow Pages and local search experience, Larry Small, Director of Research for the Yellow Pages Association, spearheads and advises on all association-driven research activities for the industry. The Locals Only column appears on Mondays at Search Engine Land.