Google Business Chat is Going Away: What Does it Mean for Your Practice?

Google has announced that Google's Business Messages (GBM) will be permanently discontinued as of July 31, 2024. This means that customers will no longer be able to send messages to businesses directly via their Google listings, from the search page or Google Maps.

Google sent an email to business listing owners to inform them of the discontinuation and provided information on how to access and download important conversation archives.

Phasing out this tool is taking place in two stages:

• July 15, 2024 — Customers can no longer start new chat conversations with businesses using the chat feature from Google entry points. Existing conversations will continue to function until the complete closure. The 'chat/messaging' button will no longer be visible on Google listings.

• July 31, 2024 — The chat feature will end and be completely removed from Google Business Profile (GBP). Businesses will no longer be able to access the chat history or reply to messages.

Our Advice

Local businesses and medical practices should take this opportunity to inform users of ongoing conversations about the forthcoming change and redirect them to alternative communication methods.

If you have other chat or messaging channels available, invite your customers to continue their conversations there. If not, start exploring additional entry points to ensure swift and seamless communication with current and potential patients.

Read to the end to discover how to adapt or implement an effective customer communication and engagement strategy to boost patient acquisition and loyalty.

What is Google's Business Messages (GBM)?

GBM was launched in 2017. It allows customers to send messages directly to businesses through their business listings on Google Search and Google Maps. This provides a convenient way for customers to ask questions, make appointments, or obtain basic information without having to call the business.

Google's Decision to Discontinue Business Messages

Google has not explicitly stated the reason for discontinuing GBM, but it explained that this decision was part of its efforts to streamline its offerings. It is possible that Google observed a lower usage rate than other communication methods, or perhaps it simply shifted its priorities towards a different business communication solution.

In recent months, Google has shown a particular inclination to integrate other platforms into its search engine. This includes offering businesses the option to integrate third-party review platforms and adding links to social networks in their business listings. Based on this trend, we think Google might be working on consolidating and integrating other popular messaging platforms into its listings, such as Facebook Messenger and Instagram Direct Messages. This is already the case with our Inbox Pro solution at Egg Health, which centralizes messages from all communication platforms.

This evolution could be accompanied by the integration of Facebook and Instagram posts in addition to Google Posts, increasing the ability of businesses to interact with their customers online.

The Impact on Businesses & Customers

After July 31, 2024, local businesses and medical practices can no longer use Google entry points or third-party channels to communicate and engage with their customers through GBM. As a result, they must adjust their customer communication strategies and rely on alternative channels.

Customers can still find and contact your practice by phone or via your website directly from Google Search and Maps entry points. Your description, posts, photos, and any information shared on your listing will remain unchanged.

Why is this important for Medical Practices?

Although Google is ending its Business Messages service on July 31, it is certainly not the end of the growing trend of conversational commerce, where conversations via chatbots, voice assistants, social media, or other messaging platforms facilitate various stages of the customer journey.

Advancements in technology, changes in consumer behavior, and the increasing integration of digital tools into daily life have allowed the development and popularization of these new channels for customer communication.

It is crucial for medical practices that want to thrive in the modern world to implement an effective customer communication and engagement strategy, including these new digital channels. Leveraging these platforms allows practices to meet modern patients' expectations for quick and convenient interaction and empowers them to more easily engage potential patients when they are actively seeking care. The end of Google Messages only highlights the importance of diversifying communication channels.

How Can Practices Adapt or Implement an Effective Customer Communication and Engagement Strategy?

Here are some tips to help you adjust and improve your communication and engagement strategy:

• Diversify Communication Channels: Relying on a single channel is risky, as it may disappear or change, as is the case here. It is essential to be present on multiple platforms and popular channels to remain accessible wherever your customers and prospect patients are located.

• Leverage Social Media Accounts and Messages: Channels like Facebook and Instagram Messages allow practices to engage with patients where they already spend considerable time, offering real-time support and personalized care that enhance customer satisfaction and loyalty.

• Implement a Web Chat: Web chat is also emerging as an alternative to maintain a direct and seamless communication channel with customers. It enables real-time assistance, answers to questions, and even facilitates lead capture and patient acquisition. Additionally, by automating frequent inquiries and transactions, AI-assisted web chats, help practices streamline their operations, reduce costs, and gather valuable insights from customer interactions, ultimately driving growth and enhancing the customer experience.

• Include Email and SMS: Email and SMS remain highly important communication channels for medical practices. Email offers a platform for detailed communication and the sharing of documents, while SMS ensures immediate reach, especially for urgent notifications. These channels enable timely appointment reminders, test results, and health tips, enhancing patient engagement and adherence to treatment plans.

• Centralize your Messages: Streamline your communication and engagement strategy with Egg Health. Our Inbox Pro solution allows you to integrate and centralize several communication channels, such as Instagram and Facebook Messenger, email, SMS, and our proprietary AI-assisted web chat, on a single unified inbox. This allows you to diversify your communication channels without the struggle of having to manage multiple different platforms.

Conclusion

With the end of GBM, local businesses and medical practices must adopt alternative tools to communicate and engage seamlessly with current and potential customers. While transitioning to different channels may seem daunting, it presents an opportunity to enhance and innovate your customer communication strategy.

Diversifying communication channels and embracing solutions like Web Chat and popular social media messages enable practices to remain accessible on all fronts and ready to engage potential patients. Additionally, adopting these modern channels allows practices to stand out and attract new patients who value digital convenience.

If you are ready to diversify and enhance your customer communication and engagement strategy, consider Egg Health's Inbox Pro solution. This all-in-one feature includes our innovative AI-assisted web chat, nearly unlimited SMS, email, Instagram, and Facebook messengers, all centralized within a unified inbox.