The Google Business Profile is, for many clinics, the first point of contact with potential patients. An optimized listing can increase calls and appointment requests by up to 70%. Key elements include: correct primary and secondary categories, business description with relevant keywords, updated hours including holidays, professional interior and exterior photos, weekly posts with news or health tips, and active review management with personalized responses. For clinics with multiple specialties, it's recommended to highlight the most searched services and use Google Q&A to resolve frequently asked questions directly on the profile.