As a medical supplier, you want to stay on top of the latest marketing techniques – and not waste your valuable marketing dollars on media formats that are no longer relevant.
Online directory listings were essentially created to serve as the internet’s response to the phone book. There is no question that the telephone book is irrelevant these days. However, you might also be wondering whether the digital version of the phonebook is still relevant. It is a fair concern.
After all, online directories were created in the days before Google existed. If you wanted to find a website, you had to input it directly. If you did not know the exact address, the solution was to search an online directory. As web directories expanded, they made money by boosting specific results for a fee or selling ad space.
Given that search engines now make it easy to find websites online even with only a partial address or business name, you might assume that online directories in healthcare are defunct. While you should not necessarily invest big bucks in directory listings now, you also shouldn’t ignore them completely. Failing to maintain listings can cause issues for your business – as you will see below.
Why Online Directories in Healthcare Still Matter
This e-guide explains why online directories in healthcare still require your attention in 2021.
Improve Search Engine Optimization
If you have a website, you have undoubtedly informed yourself about the importance of good search engine optimization, or SEO. This makes it easy for people to find you as a medical supplier via Google, Bing, and other search engines.
While search engines might be part of the reason online directories are less significant these days, they still take online directories into account. Inputting your business into reputable directories (more on how to tell what is and is not reputable below), you generate backlinks to your website. Backlinks help increase SEO rank.
Ensure a Consistent Online Presence
Accuracy is critical when it comes to online directories in healthcare. Incorrect or inconsistent listings can give your medical supply business an unprofessional appearance. They can also make it difficult for potential customers to find you via the directory – which is the original goal.
Inconsistent listings can also hurt your online presence by damaging SEO. Remember that just because you have not created an online listing for your medical supply company does not mean someone else has not. You may have listings you do not know about. It is essential to ensure the information they contain is the same across all platforms.
Search engines like Google can view discrepancies between business listings as a red flag, thinking they are fake or scams. This can make Google question the authenticity and legitimacy of your website, detracting from your SEO success.
Check Your Reviews
Online directories allow you to expand your online footprint in one other valuable way – they can serve as a means of gathering testimonials from satisfied clients. Client reviews can help serve as a natural, helpful, and trusted means of word-of-mouth marketing. Plus, they do not cost you a thing financially.
That said, all reviews are not necessarily good. Again, remember that some directory entries may exist that you are not aware of – because someone else created a listing for you. You do not want this to happen with a disgruntled customer.
While you cannot delete a bad review, which would be unethical, you can respond to it. Consumers react positively to a positive, thoughtful response from a business to a negative review. Your response shows that you are still engaged and listening to what your client wants. It is far better than simply letting negativity go unanswered.
How to Make the Most of Online Directories as a Medical Supplier
You cannot afford to ignore online directories in healthcare, even in 2021. Regular directory maintenance will help protect your medical supply business’ online presence. Check your directory listings across major platforms regularly to ensure they are up to date.
Major generalist directories include BOTW, AboutUs, and Spoke.com. There are also local directories, like Google My Business, Bing Places, Yahoo, Yelp, and the Yellow Pages. Some guides can help boost your business reputability – like the Better Business Bureau and the U.S. Chamber of Commerce.
Other directories specifically target medical suppliers, like MedSuppliers, Medical Device Directory, and the Medical Device Qualified Supplier Directory (Qmed). When deciding which medical supplier directories to work with, do your due diligence.
First, do your research to determine what directories are trustworthy and active. A reputable directory should:
- Review submissions: Be wary of any platforms that approve listings automatically. These are likely to contain scams and spam links. A reputable directory will use editors to review applications and ensure credibility.
- Be user-friendly: The appearance of an online directory can be an indicator of its trustworthiness. A disorganized page with many pop-up ads is not user-friendly – and is unlikely to do you much good.
- Cater to the end-user: A reputable directory will target the end-user, knowing that the end-user relies on the guide as a trusted source of information. A well-maintained, clearly designed, and comprehensive directory listing provides actual value to users with well-sourced content.
You want to present yourself as a trustworthy, reliable supplier to potential customers who may find you online. You do not want your name associated with the scam- or spam-filled directories.
Boost Your Digital Marketing in Healthcare with Share Moving Media
Online directories in healthcare are just one of the many tools you can use to boost your business profile and expand your market reach as a medical supplier. Share Moving Media helps healthcare distributors stand out from the crowd and increase visibility with comprehensive content marketing services.
We are a full-service media agency working across multiple media formats, including print publications, online webinars, blogs, podcasts, and more. We work exclusively with healthcare suppliers, giving us unique insights into the marketplace. With our marketing and healthcare knowledge combined, we can support your success. Get more tips from the Share Moving Media blog.
Want to collaborate? Contact us.