- 01
Create a location brief
Document the office location, the areas represented in aggregate patient records, and the questions patients ask about reaching the office. Mark evidence and assumptions separately. A brief should make it possible for another team member to understand why an area is included.
- 02
Study a decision, not a stereotype
Choose a service and examine the search results a prospective patient would encounter. Compare the clarity of explanations, appointment routes, and location information. Avoid inferring affordability, preferences, or clinical needs from a neighborhood name.
- 03
Give each page a job
A location page earns its place when it explains a real office or a meaningful access question. A service page explains a service. Do not combine a long place-name list with a generic paragraph and expect it to answer either task well.
- 04
Test one local hypothesis
Choose one change that the evidence supports, such as clearer directions or a more specific service explanation. Define what you expect to learn from inquiries and appointments. Keep the test narrow enough that its result can inform the next decision.
A planning exercise, not a client result
Put the idea to work
Planning exercise: the office believes a nearby area is underrepresented. Before buying more exposure, compare patient-origin patterns, appointment availability, and the journey described on the website. The useful discovery may be a missing access explanation rather than insufficient awareness.
What to watch for
- Treating Atlanta as one uniform audience
- Using neighborhood names as keyword decoration
- Reporting a geographic assumption as a research finding
Research reference: Atlanta neighborhood planning units. The planning recommendations on this site are Identity’s analysis; the source does not endorse Identity.