Private clinics

Get your clinic's branch, department and doctor profiles right on Google Maps

A clinic on Google Maps is usually several profiles: the organization, its branches, and sometimes a department or a doctor who sees patients under their own name. Which of them may have a profile of its own is checked against Google's rules before anything is filed. Your manager keeps that structure and the data in each profile current, and every action is visible in your dashboard.

One location from €75 a month

Discuss my profile

The request is free and creates no obligation; a manager replies within one business day.

Which profiles, then services, booking links and replies

The work starts with which profiles the clinic should have, and only then moves to the fields inside each one.

1

Agree which profiles the clinic should have

The manager maps what exists: the organization, its branches, and any department or doctor profiles. Whether a department qualifies for its own profile depends on Google's rules for your category, so it is checked case by case before anything is filed. You decide which stay separate, and nothing is split automatically.
2

Split the service list by branch

If every branch publishes the same service list, a patient booked for an MRI can arrive at a branch without a scanner. You confirm which services each branch performs this month, and each branch's list is edited to match, partly from Google's catalog and partly in your own words.
3

Point each specialty at its own booking page

When every branch shares one link to a general booking screen, each branch and specialty gets its own link where your booking system allows it. The manager opens each link through to the last screen before it goes live. You confirm which system you use; which link types are available depends on Google, your category and your country.
4

Agree the reply rules before answering reviews

A review can name a department, a doctor or a diagnosis, and a reply that repeats any of it confirms the person was a patient. The rule is agreed first: no diagnosis, department or doctor in replies, and the reviewer is referred to the registration desk. Whether a review is removed is Google's decision.

Send the list of branches and who sees patients where

For each branch, a line on its entrance, phone and hours, the departments or doctors you think deserve a profile of their own, and how booking works. A manager checks which profiles exist under your name and which are duplicated or out of date, and proposes a package per address.

Discuss my profile

How a patient chooses a private clinic on the map

Patients often search for a specialist, a test or a problem rather than the clinic's name, then compare a short list of results.

The search is often a specialization or a need, such as "gynecologist near me", "MRI today" or "blood tests on Saturday". Naming that work in the services helps the profile match it.
Doctors are searched by name too. A patient who was given a recommendation looks for where that doctor sees patients.
Which branch is nearest and open now. One schedule for every address sends patients to a branch that is closed.
The phone number: a central registration line and a branch's own phone lead to different conversations, so the clinic decides which one each profile shows.
Reviews about waiting time, the registration desk, the price of a consultation and whether the doctor listened.
Practical filters: parking, an accessible entrance, whether children are seen, languages, whether the clinic works with the patient's insurance.
Photos of the entrance and the reception desk help patients find the clinic in a building with several tenants.

What goes stale or creates risk in a clinic profile

Besides ordinary outdated data, a clinic has a structural question: what is one profile, what is several, and who may have one at all.

One profile carries everything: several departments, many doctors, one category and one phone, so a search for a laboratory and a search for surgery land on the same record.
Departments and doctors split off without rules. Google allows a practitioner profile for a public-facing professional and a department profile only in defined cases; an unjustified split creates duplicates.
Doctors who left are still in the services list, on the photos, in a post, or keep a practitioner profile pointing at the clinic's address.
After a move or a renovation: two addresses on one record, or a closed branch still shown as open with a phone nobody answers.
A suggested edit swaps a branch's own phone for the central registration line, or changes its category, and nobody at the branch is asked. Patients then dial a desk that cannot book them.
Reviews that contain diagnoses, doctors' names and personal details: a careless reply confirms them publicly on the clinic's behalf.
Insurance lists and consultation prices copied from an old landing page no longer match what the registration desk accepts today.
A category or a name that suggests urgent care the clinic does not provide, so people arrive expecting an emergency department.

Fields, and the table kept behind each branch

First the structure is agreed: what the organization profile covers, which departments qualify for their own profile, which doctors are represented, and who at the clinic confirms each fact. Then each branch gets one table: the fact, its source and the date it was last confirmed.

Categories per profile: the organization's primary category, and a department's own category where a separate department profile is allowed under Google's rules.
Specializations and services in the words patients use (consultations, diagnostics, laboratory, imaging, procedures, check-ups), limited to what the clinic actually performs.
Hours for every branch, additional hours where they exist (laboratory collection, registration desk, weekend reception) and holiday hours set in advance.
Phone and website per branch and per department. The clinic decides which number each profile shows and who answers it.
Attributes patients filter by, where Google offers them for the category: wheelchair-accessible entrance, toilet and parking, on-site or street parking, languages spoken, whether an appointment is required, whether children are seen.
Photos: the way in from the street, the building entrance, the registration desk, the waiting area, department signs, equipment. Never a patient, a document or a screen with data on it.
Each booking link leads to the right branch in the booking system the clinic already uses.
The questions patients keep asking, answered in the description, in the service entries and in posts: how to register, what to bring, whether a referral is needed, which insurance is accepted.

How a clinic with several profiles is kept in order

The agreed structure (which profiles exist, for what, and who holds each) is written down once. Each check starts by comparing the profiles with that structure and only then goes to the fields.

The dashboard keeps each branch's table current: category, hours, number, attributes, services, insurers accepted, doctors named, and the one cell patients most often get wrong, which branch has the scanner, the laboratory or the children's desk.
The check goes branch by branch, then reviews the department and practitioner profiles against the agreed structure.
Changes go in as one agreed list per request: a new specialization, revised hours, a corrected number, a doctor joining or leaving.
Duplicates, practitioner profiles nobody manages and profiles of doctors who left are written up with a suggested step. Where a person's own profile is involved, that person has to agree first.
Photos come from you. A frame that could identify a patient or shows a screen with data is not published, and any such photo already on a profile is raised with you.
Where Google or someone else's suggestion changed a value, both versions are shown side by side, and the manager restores the agreed value after your yes.
The report is split by branch, so a group sees which address a problem belongs to.

Structure habits for a clinic with branches, departments and doctors

Each habit is an entry or a rule in the profiles themselves, tied to the Google article that backs it.

1

Let the real services pick the primary category

Google wants the primary category to be as specific as the business allows, with additional categories only for a department or a service the location really runs, not one per service. For a clinic the primary category follows what the branch really provides, and wording for urgent care or a hospital stays off unless the branch really offers it. A wrong signal sends people expecting an emergency department.

Google's help on this: Manage your business category
2

Test each department against Google's checklist before filing

Google allows a department profile for a publicly facing department that works as a distinct entity: a name that differs from the clinic's and from other departments', usually its own customer entrance, and a different main category. A laboratory with its own door can meet that; a consulting room off the main corridor cannot. Write the test down for each candidate before anything is filed.

Google's help on this: Guidelines for representing your business on Google
3

One profile per doctor, named with the doctor's name only

Doctors are individual practitioners in Google's rules. Where several practitioners see patients at one address, the clinic keeps its own profile and each doctor's profile carries only the doctor's name, never the clinic's. A doctor does not get a profile per specialization, and support staff get none. Keep a list of which doctors have a profile, who manages it and what happens to it when the doctor leaves.

Google's help on this: Guidelines for representing your business on Google
4

Put the floor and the suite in the address, the entrance in a photo

The address should carry the building, suite and floor numbers, and Google adds that an exterior photo helps people recognize the place. In a building shared with other tenants, a patient who is sent to the right street still has to find the right door. The suite in the address line and a photo of the clinic's own entrance answer that before the visit.

Google's help on this: Manage your business address
5

Look at visitors' photo updates for other patients and paperwork

People can post photo updates to a profile in the Maps app, and the owner cannot switch that off. Check the updates by visitors for pictures that show other patients, a screen or a document in a waiting room. Google lets the owner report a photo update that breaks its policies, and whether it comes down is Google's decision.

Google's help on this: About photo updates from customers
6

Give a branch that has not opened yet an opening date

A new branch can have a profile before it opens. Google takes a month and a year for the opening date, shows the profile 90 days before it, and until the branch is officially open other people cannot suggest edits or leave reviews and photos on it. Use that quiet period for photos of the building and the entrance and for posts about how registration will work.

Google's help on this: Add a business opening date

Reviews in a clinic and the line the manager never crosses

A review of a clinic can contain health information about an identifiable person, and the clinic does not confirm or repeat it, even when the author published it. The manager drafts replies within the limits you set at the start, you approve them, the manager publishes. Short replies to ordinary reviews can follow a template you approve once.

Replies stay general: thanks and an apology for the experience described. They never confirm that the person was a patient and name no diagnosis, department, doctor or date.
Specific cases move to a private channel: the reply points to the registration desk, the official phone or the official email.
Complaints about the registration desk, waiting time or billing are answered in wording you agree, after the facts are checked inside the clinic.
Recurring themes are summarized in the report by branch, so the clinic sees whether the problem is one reception desk or the whole process.
A post that is spam or describes another clinic is reported to Google through its own form.

Where a human has to step in

No reply confirms that a person was seen here, what was found or which doctor saw them, even to answer an unfair review and even if the author disclosed it.
A review that alleges harm or a wrong diagnosis, asks for money back or mentions a lawyer gets no reply from the manager. It goes to you first, and the wording is yours.

Replies that protect patients, written for you

The manager drafts each reply within the limits the clinic set, leaves out diagnoses, departments and dates, and points specific cases to the registration desk. Nothing is published before you approve it.

Discuss my profile

What a clinic posts: where to go, when, what to bring

Most of what a clinic publishes on the map is practical: where to go, when, what to bring and what has changed. The material comes from you.

Branch logistics: holiday hours, a new collection point, a department moving to another floor, a temporary closure, a changed entrance during building works.
A new department, specialization or piece of equipment, described as what can be booked and how, with no claim about medical results.
How registration works: what to bring, whether a referral is needed, how test results are collected, which channel answers fastest.
New doctors: name, specialization and the branch where they see patients, published with the doctor's agreement and your approved wording.
Seasonal information the clinic really provides: vaccination periods, medical certificates for school and work, check-up seasons.
Where the country regulates advertising of medical services, those rules set the wording, and you confirm which apply. Nothing appears that the clinic would not print in its own leaflet.

Branches and collection points: one profile each, only where Google allows

One location

For a single clinic the first job is the structure: one correct organization profile, and a department or practitioner profile only where Google's rules allow it. After that the manager checks hours, services, doctors, photos and reviews every month and reports the result.

A network

Each branch has its own profile with its own hours, number and reviews, and the services can differ from branch to branch. The structure rules, the reply tone and the privacy rule are shared. Only profiles that exist under Google's rules are serviced and billed; no profile is added to fit a package. A main branch can run on Pro while a collection point runs on Start; each has its own bill, and a larger network is quoted individually.

What the manager reports and what the clinic must decide

What the manager does

Watches the structure (duplicates, department and practitioner profiles, doctors who have left) and reports what it finds instead of deciding alone.

What you confirm

What only the clinic knows: which departments and doctors are current, when each branch is open, which insurers the desk accepts, which booking system you use, which qualifications you can document.

First month: draw the map of profiles before any field changes

an example of the process, not a client result

Week 1

The clinic adds the manager to its own account with manager access; ownership of every profile stays with the clinic. The first job is a map of what exists: the organization profile, branches, department and practitioner profiles, duplicates, abandoned records. Current values are recorded, and the reply tone and the privacy rule are agreed with you.
Week 2

Branch by branch, the first agreed list of changes goes in: category, hours and holiday hours, the number, attributes, services, photos. Values Google changed by itself come to you with their previous state, and duplicates and profiles of doctors who left come with a suggested step.
Week 3

Reviews are answered as far as the package covers, each filed to the branch it belongs to. A claim of harm, a billing dispute or a mention of legal action gets no public answer and goes straight to the clinic. The first post is prepared from material the clinic supplied.
Week 4

Each branch gets its own report: its hours, number and services as they now stand, the doctors named, duplicates and doctor profiles still open, reviews answered and reviews handed back, and what is still undecided about departments. On Business the next month arrives as an agreed plan.

An example of how a clinic with several branches usually begins, not a description of any client and not a promised result. The real order depends on the package, the number of branches and the state of the profiles.

Branch by branch: what the registration desk can check on a phone

Call the number on each branch profile. If the person who answers cannot tell which address you called, check whether that number is the one you want that branch's patients to use.
At each entrance, compare the attribute list with what is really there: a ramp, a lift, an accessible toilet and a parking bay should be marked and photographed.
Open the language attribute on each branch, where Google offers one. If it is empty while the desk keeps getting calls about which languages are spoken, fill it in.
If a texting number or a WhatsApp contact is on the profile, check what arrives there. Results, referrals and booking requests should reach someone who is allowed to handle them.
Read the newest reviews branch by branch. A complaint about blood collection on a profile with no laboratory shows that patients mix up your branches.
Search each address by its previous name. A profile under a former brand or owner may still be on the map next to the one you keep up.

The registration desk is busy with patients

Send the list of branches. The manager makes these checks for every address, corrects numbers, attributes and languages from what the clinic confirms, and reports what needs a decision from management.

Discuss my profile

What a clinic profile does not state without a document

Department and practitioner profiles follow Google's rules for your category. Where a split is not allowed, we do not create one.
If the clinic's privacy policy or its lawyer sets stricter rules for replies, those rules apply.
Booking from the profile is connected only where Google offers it for your kind of clinic and your registration desk can handle what arrives.
An insurer list, a consultation price, an accreditation or a doctor's qualification goes on a profile only against a document the clinic has sent us and stands behind.
Preparation instructions for tests and procedures are published only as the clinic's own approved text; we do not write them.

Google's own help for this kind of business

Each link opens an article of Google Business Profile Help, in this page's language where Google offers one. The line under it says why it matters here.

Guidelines for representing your business on Google
Sets Google's rules for department and individual practitioner profiles, the structure question every clinic has to settle first.
Manage your business category
Explains primary and additional categories and why a department's category does not belong on the organization's profile.
Resolve duplicate profiles & ownership issues
Covers duplicates at a shared address and how profiles of practitioners at a shared location are told apart.
Manage your business address
Shows how to enter floor and suite numbers and set the pin, which matters in a building shared with other tenants.
Manage your business attributes
Lists the accessibility attributes with Google's own definitions for entrances, restrooms, seating, parking and elevators.
Set up bookings through a provider
Explains how appointment booking is connected through a provider, so each branch's link goes to a system the registration desk already runs.
About photo updates from customers
Describes photo updates from visitors, which a clinic cannot stop but can reply to or report in the Maps app.
Add a business opening date
Describes the opening date for a new branch and what the profile can do before the branch receives patients.

What is the same for every industry

The industry page above is about what changes from one business to the next. The part below is the same for a restaurant and a dental practice alike: the packages, the split of duties and the rules Google sets. It applies to the Google Business Profile, the listing many still call Google My Business.

How the packages work here

Each location we service is on one of three packages. The package sets how many posts and review replies a month are included, how the profile details are updated, and whether the monthly optimization, the catalog of goods and services and the advertising are included. Prices are on the pricing page. See the prices Everything the team handles

Start

Profile upkeep

€75 per Google location per month · without VAT

4 posts or offers a month
Up to 50 review replies a month
3 requests to update the profile details
Photo updates
Review QR code
Basic monthly report
Manager's first reply: up to 2 business days

Business

Profile development

€149 per Google location per month · without VAT

24 posts or offers a month
Up to 200 review replies a month
Regular updates to the profile details
Monthly optimization and SEO of the profile
Goods and services added gradually
Content plan and competitor analysis
Extended monthly report
Quarterly consultation
Manager's first reply: up to 1 business day

Pro

Profile development and advertising

€249 per Google location per month · without VAT

Everything in Business
24 posts or offers and up to 200 review replies a month
Initial setup and launch of Google Ads
Ad copy and images prepared
Advertising in one language
Campaigns run and optimized every month
Extended report with the advertising work and plan
Manager's first reply: up to 1 business day

The manager proposes, you approve

The manager drafts every change, post and reply from your materials. Nothing is published, restored or billed without your yes; a flagged edit or a package switch waits for you.

Who does what, in every industry

What the manager does

Checks the profile regularly and keeps a written record of the agreed data.
Prepares the updates to the profile details, the posts and the offers from your materials and the agreed plan.
Replies to reviews within the monthly limit, in the tone you set once at the start, and hands anything sensitive back to you the same day.
Writes the monthly report and puts recommendations into the dashboard chat instead of acting on them alone.

What you confirm

The facts only you know: current hours, prices, services, photos, who is on the team this month.
The tone of replies, set once at the start, and the wording of anything escalated to you.
The yes before a value someone else changed is restored and before a location moves between packages; nothing is charged without it.

What works the same way in every industry

Ownership and access: the profile stays the property of the business. The manager works from the business's own account with manager rights, and the first step of the first month is confirming who owns the profile and who else still has access.
Suspension: if Google suspends a profile, the manager looks for the likely cause, corrects the data to match the paperwork the business holds and files the request to reinstate. This is part of every package. Timing and the decision stay with Google.
Duplicates: a second profile at the same address, or an old one left after a move, is reported to Google with the evidence. What stays and what merges is agreed with you before anything is sent.
Measuring: when you agree to it, the website link in the profile gets tagging, so visits that start on the profile show up separately in your analytics. Calls and direction requests are counted in Google's own profile statistics, and only you know which of them became a customer.
Recurring customer questions: the answers are written into the profile's own fields and updates, worded as you confirmed. Google turned off the questions and answers API for Business Profiles on 3 November 2025 while it reworks the feature, so this part of the work does not rely on that section.

Google's rules that apply to every profile

Local ranking is Google's own weighing of relevance, distance and prominence. No service can buy a position or promise a place in the results.
Verification, eligibility and which categories exist are Google's rules and differ by country.
Photos and reviews left by other people cannot be deleted by us. Where they break Google's rules they can be reported, and Google decides.
Booking, ordering or delivery features are connected only when you already run them with a provider Google supports in your country.
The number of posts and review replies per month is fixed by the package, and what is unused in a month does not carry over. On Start the profile details are updated on agreed requests, on Business and Pro regularly, as the business changes.

Reviews: the same policy everywhere

We do not ask only happy customers for reviews, do not offer anything in exchange for one and do not remove reviews: Google takes down a review that breaks its rules, and the author can delete their own.
We do not promise a rating, a position in the results or more customers. We promise the agreed process, every month.

Sources for Google's rules

We last checked the Google rules on this page against Google's Help pages in September 2026.

What the team handles for this industry

Profile data Your Google Maps listing details are right, and we keep them that way Reviews Reviews answered by a person who knows your business Foreign edits Someone changed your Google Maps profile. Your manager checks it against the details you agreed.

See the prices

The rest of the local SEO work

This page is about the profile: what a manager keeps correct on the map every month. Local search also depends on the website itself, on citations and on the pages a customer lands on after the map. Those we handle separately, and the express review points to which of them is actually holding you back.

Branches, departments and doctors set up correctly and kept that way

The manager builds the profile structure Google allows for your clinic, removes duplicates and doctors who have left, and updates every branch each month from what the clinic confirms.

Discuss my profile

Laboratories and consulting rooms

Two close cases where the profile work differs from a general clinic: one is a single test, the other is a first conversation.

Diagnostic centers and labs

People look for one test and need to know where and when it is done. The list of tests differs between collection points, collection hours are stated apart from the rest, in additional hours where Google offers a type that fits and in the description where it does not, and preparation instructions come from the clinic's official source.

Discuss this kind of business →

Psychologists and therapists

People often choose by approach, session language and how the first contact works, as well as by distance. The description of the practice and the channel for a first message are agreed with the specialist, and confidentiality rules can limit what a reply to a review may say.

Discuss this kind of business →

Frequently asked questions

Should every department have its own profile on Google? +

Not automatically. Google allows a separate department profile only for a publicly facing department that works as a distinct entity: a name different from the clinic's and from other departments', usually its own customer entrance, and a different main category. A separate room inside the clinic does not make a department. The manager describes what your structure qualifies for and proposes an option; you decide. A department profile we keep up is billed as its own location at the package chosen for it.

One of our doctors has a personal profile linked to our address. Is that a problem? +

It can be. Practitioner profiles are allowed for public-facing professionals, but an unmanaged one sits next to the clinic's profile and stays behind when the doctor leaves. We record what exists and propose a step; nothing is done with a person's own profile without that person's agreement. If you ask us to keep it up, it becomes one more serviced location with its own package.

A patient described their diagnosis in a review. Can we answer in detail? +

No. The reply thanks the person and invites them to the registration desk; it does not repeat the diagnosis or confirm the visit, even though the author published it.

Can you publish the insurance companies we work with? +

Yes, from the list you confirm, and each change is confirmed again. We do not copy it from your website or an old leaflet: a patient turned away at the desk over an outdated list writes the review about the clinic.

Only one of our branches has the MRI scanner. How do patients stop turning up at the wrong one? +

Each branch's service list names only what that branch performs, so imaging appears on the branch with the scanner and nowhere else. The MRI booking link opens that branch's page, and the floor in the address and the entrance photo help a patient find the right door. The manager asks you once for the list per branch and checks it every month.

One of our profiles was suspended. Does that put the other branches at risk? +

Sometimes, so the manager checks the other profiles too. In clinics the same problem can sit on several profiles: a practitioner profile for a doctor who left, a department entered as a separate business at an address that already has a profile, a name padded with specializations, a category the clinic does not really fit, or duplicates after a move. The manager reads Google's notice, compares each profile with your documents and separates the issue that is confirmed from those that are only possible causes, then brings the data in line and files the reinstatement request. The decision on reinstatement is Google's.

Will the manager answer patients or book appointments for us? +

No. The manager works on the profiles. Patient messages, appointments and test results stay with your registration desk and your booking system, and the profiles point patients there.

A neighboring industry, and what is different there

Dentists The map side of one dental practice: what you treat, when somebody in pain can be seen, how the appointment is made, and replies that keep a person's treatment out of public view. Physiotherapy and rehabilitation The directions your practice works in, how to get through the door, how to book a first or return visit, and home visits where you offer them, kept accurate on your Google profile. Opticians One listing serves two kinds of visitor: somebody choosing frames and somebody who needs an eye exam. We keep the exam days, the brands the shop confirms and the repairs done on the spot up to date.

Which of your branches, departments and doctors may have a profile?

Send your list of branches, with the departments and doctors you are unsure about. Expect the answer within one business day: it sets out the structural issues seen on the profiles, a suggested package per address and a preliminary estimate.

Discuss my profile

We work on Business Profiles under Google's rules for agencies. What to expect from an agency, Google explains in Tips for working with third parties to manage your Business Profile.