A doctor’s Google Business Profile takes an afternoon to fill in and costs nothing. To make patients call, it needs five things: the right primary category, services with prices, current opening hours, photos of the entrance and reception, and a booking link. Put the same details on Firmy.cz, which Seznam shows in its search results and on Mapy.com.
Clinics often set up the Google listing once and leave the Firmy.cz profile exactly as a directory created it years ago. That saving proves expensive. According to StatCounter, Seznam handled 15% of searches in the Czech Republic in September 2026. Example: 1,000 people a month search for a dental practice in a district town, 150 of them on Seznam. If 3 in 100 call from the listing, that makes 4 to 5 calls. Half of those callers book, so that is 2 new patients. At 5,000 CZK per patient, 10,000 CZK a month goes to the practice down the road if your Mapy.com listing shows an old number.
Your listing decides the call before your website does
A patient searching for “dentist Vinohrady” or “physiotherapy Brno” first sees a map with a few listings. The phone number, directions and star rating are right in front of them, so they often never reach the website. The listing is the clinic’s first reception desk, and it should be as accurate as the real one.
Google ranks listings on three measures: how well the profile matches the search, how far the clinic is from the patient, and how well known it is, which includes the number of reviews and their ratings. According to Google’s help page, you cannot pay for a better position. Businesses with complete, accurate details do stand a better chance of appearing in the results, though. You can’t change your distance. You can change how complete the listing is.
People searching for the clinic by name see the listing too. In the Angel Smile project, branded searches on Google (searches for the clinic’s name) grew from 250 to 480 during Google Ads and Meta Ads campaigns. Anyone who types in a clinic’s name usually sees its listing among the first results. If that listing had shown old opening hours, some of the attention bought with ads would have ended at a locked door.
Fill in both listings from one data sheet
A common mistake is to let the Google listing and the Firmy.cz profile drift apart. The owner enters a new number on Google, Firmy.cz keeps the line from before the move, and a patient from Mapy.com calls a dead number. So keep one data sheet: the exact name, the address including the floor, one main phone number, the website, the booking link and the opening hours. Copy from it into both listings and onto the website.
A typical morning at reception: a patient says they stood outside a locked door because the map showed Saturday hours the clinic dropped long ago.
The second mistake is duplicate listings. Google allows one listing per location. A doctor may have their own profile if patients can reach them at the verified address during the stated hours. That profile carries only the doctor’s name, not the clinic’s. Firmy.cz allows several profiles per company ID number (IČ), but not two with the same activity at the same address. Search both maps for your phone number and address, and report any listing you don’t recognise for merging or removal.
Categories, services and photos decide when the listing appears
The primary category tells Google and Seznam what the clinic is. A dental practice picks “Dentist” or “Dental clinic”, because a general category such as “Medical clinic” is a weaker match for a search for “dentist”. Add secondary categories only for what you actually do, such as dental hygiene.
List individual treatments under services in the words patients search with: dental hygiene, teeth whitening, shockwave therapy, lymphatic drainage. For treatments not covered by health insurance, give the price as “Dental hygiene from [price] CZK”. Clinics often leave the services section empty, and then the patient calls just to ask the price, or doesn’t call at all.
Upload photos that let patients recognise the clinic before they arrive: the street entrance, reception, the waiting room, a treatment room and the team. Five photos are enough to start; add a new one every quarter. Enter public holidays and your own time off in advance, as both platforms have a separate field for them. The online booking link goes into the booking button on Google and the action button on Firmy.cz.
Google counts star ratings and the number of reviews towards how well known the clinic is. How to get patient reviews on Google and Firmy.cz explains how to ask patients for them. If you want to see how your listings compare with three competitors nearby, the free audit checks your profiles on Google, Firmy.cz and Mapy.com, along with your reviews. We email you the results as a PDF within one working day.
Write the description and replies without promises or treatment details
The listing description follows the same rules as advertising. Don’t promise results (§ 2(1)(b) of Act No. 40/1995 Coll., the Advertising Regulation Act, treats such advertising as an unfair commercial practice) and don’t compare yourself with other clinics. Clinics publish their price list for non-covered services under § 45(2)(b) of Act No. 372/2011 Coll., the Health Services Act, so keep the prices on the listing the same as in the price list. Reply to reviews in general terms: medical confidentiality means you don’t discuss treatment details in public, or even confirm that someone visited. A reply to a critical review might read:
Hello, thank you for writing to us. We don’t discuss details of care in public, but we’d be glad to hear your feedback in person. Please contact us on [phone number] or [email]. [name], [clinic name]
Record calls and directions from the listing every month
The listing itself shows how many patients call from it. Google’s performance report counts call clicks, direction requests, website clicks, completed bookings and the search terms people used to find you. Firmy.cz has a tab in its admin panel showing views and clicks by day and by branch. Once a month, copy the numbers into a table:
| Metric | Where to find it | What it tells you |
|---|---|---|
| Calls | Google, performance report | how many people call straight from the map |
| Directions | Google, performance report | how many people head straight to the address |
| Website clicks | Google and Firmy.cz | whether the listing sends people on to book |
| Search terms | Google, performance report | whether people find you by service or only by name |
Compare the listing numbers with reception’s notes: how many new patients that month said they found the clinic on a map. How to measure clinic marketing shows how to turn this into the cost per booked patient.
A listing has its limits. If a clinic has 15 reviews and the practice next door has hundreds, a complete listing won’t get it to the top of the map on its own, because distance and prominence decide. Advertising is more likely to bring in patients from other districts. And a listing won’t answer the phone when reception can’t keep up with calls.
Frequently asked questions
Does every doctor at the clinic need their own listing?
No. A separate profile makes sense for a doctor whom patients search for by name. A small practice usually manages with one complete clinic listing.
How much does a listing cost?
A Google Business Profile is free, and so is a basic Firmy.cz listing. Seznam offers paid campaigns that make the profile stand out, but you don’t need them to start. The main cost is time: filling in both listings takes 2 to 3 hours the first time, and upkeep about 30 minutes a month.
What about a listing someone else set up years ago?
On Google, request ownership straight from the listing and go through verification. On Firmy.cz, click “Přidat firmu” (Add a company) in the top right corner, sign in with a Seznam account and search for the clinic by name or company ID (IČ). Seznam allows at least 3 working days for approval, so don’t leave changes until just before your holiday.
You can fix both listings within a week
- On Monday, write the data sheet: name, address, phone number, website, booking link, opening hours and public holidays until the end of the year.
- On Tuesday, search for the clinic on Google and Mapy.com by phone number and address, and report every old or unfamiliar listing.
- On Wednesday, correct both listings from the sheet and add the primary category, services with prices and five photos.
- On Friday, set a monthly reminder in your calendar, and each time it goes off, copy calls, directions and clicks into the table.
