Personally, the last time I needed one was to complain that my internet wasn’t working.
Invisibility at a steep price
There’s a digital version of the directory in the form of an app. However, even this adaptation to the reality of 2015 is no cure-all. Unlike strategic marketing advisors, who take the time to understand your brand image and your needs and adapt their service accordingly, directories offer generic package deals that are often hard to understand. These preformatted ads, with no regard for your business’s style, are sold by high-pressure salespeople pushing ready-made marketing solutions.
Is that really what you want for your healthcare business? Generic marketing that doesn’t let your business stand out from the others, placed in a section filled with ads identical to your competitors’? Marketing that, to top it all off, costs you as much as, if not more than, the advice of a custom marketing professional, and locks you into contracts you can’t break?
These are techniques from the ’90s. Not from today.
Your healthcare business deserves better.
Visibility comes through Google
A website that ranks well on Google is still more effective. Everyone looks for information that’s quickly available on their smartphone, but who bothers downloading a directory-style app for that? Ask around and decide for yourself whether your marketing budget couldn’t get a better return on investment.
Digital and print directories show that you don’t know how to promote yourself, and they may suggest that you prefer the comfort of habit to modernizing your techniques. From there, it’s only a short step to saying your business probably isn’t modern either… a step easily taken if you’ve opted for an easy-to-remember phone number.
In short, print directories have been outdated for more than ten years, and digital directories are poorly adapted, little used and expensive to boot. Instead, call on a strategic marketing advisor who can guide you while respecting your business’s individuality and your budget!
