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When did you last Google your own business? The answer could be costing you clients

By Brett Siegal

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Here’s a quick test: Open Google and search for your business. What comes up?

Now open an AI platform such as ChatGPT, Claude or Gemini and ask it to recommend a durable medical equipment (DME) provider in your area. Are you mentioned?

For most DME providers, the answer to at least one of those questions is “no.” The good news is that this is a problem that can be fixed.

Patients, family members and referral sources are looking for you online. Some are searching on Google, and an increasing number are turning to AI platforms. If your digital presence is not in order, you are most likely losing business to your competitors who are more visible. Here’s where to focus your energy:

Swipe to the left to see each slide

1. Start with Google Business.

Your Google Business Profile is often the first thing a patient or referral source sees before they ever reach your website. Many providers still have profiles that are incomplete, outdated or not claimed at all.

First, claim your profile if you haven’t already. Next, fill in every field (hours, phone number, address, holiday closures, services offered, product categories, photos and links to your social media pages). Try not to leave anything blank. A patient who can’t find your hours or doesn’t see the supply category they need may move on to a competitor before they ever call you.

Reviews matter here too. Your satisfied patients are your best marketing asset, and most will leave a review if you ask. The best time to ask is right after a positive interaction. Send a text or email with a direct link to your Google page, make it effortless, and you will be surprised how many people follow through.

When you get reviews—whether positive or negative—respond to all of them. Thank patients who leave positive reviews or kind feedback. For negative reviews, remain calm and professional, but do not be afraid to provide context. If someone leaves a one-star review because nobody answered at 7:30 p.m. and your hours are 9 a.m. to 5 p.m., your response can provide that context for anyone reading. A thoughtful response protects your reputation far better than silence.

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2. Show up on socials.

If your DME business does not have an active social media presence, you are leaving real visibility on the table. If you have been putting it off because it feels like a lot of work, here is the good news: It doesn’t have to be.

Two posts a week is a realistic and attainable goal. AI tools can also help you plan social media content calendars and even provide you with post ideas, making it easier than ever to stay consistent. Tools like Meta Business Suite, HubSpot and other platforms allow you to write a post once and publish to multiple social media channels in a single click, so there is nothing to lose by being everywhere at once. Rotate through content that tells your story: business updates, staff spotlights, patient testimonials and educational tips. If your business has been serving the community for 20 years or more, share more about the history and mission of the business. People connect with legacy and that’s something no new competitor can buy.

Consistency matters more than polish. An imperfect post that is published beats a perfect post that is never seen. Social media activity also feeds directly into your broader digital footprint, which matters more than most providers realize.

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3. Venture into AEO.

You may have heard of search engine optimization (SEO), or the practice of making your business show up in Google and other search engine results. There is a newer concept worth understanding: AEO, or answer engine optimization.

Here’s the difference: When someone types a question into Google, they get a list of links. When someone asks ChatGPT, Claude or Gemini the same question, they get a direct answer. The AI does not show links—it tells users what it knows. AEO is the practice of making sure your business is part of what those AI tools know and share with users.

The numbers show this shift is already here. A June 2026 study by Product.ai found that 43% of people looking for products and services online used an AI platform to research a purchase in just the past 90 days. However, 86% of those shoppers still verify what the AI tells them through another source before they act, and when asked to rank their most trusted research sources, consumers placed AI sixth out of seven, behind friends and family, customer reviews, expert publications and brand websites.

More patients are turning to AI with questions like “What DME providers offer continuous glucose monitoring (CGM) near me?” or “Where can I get a breast pump through insurance?” If your digital presence is not structured in a way that AI can read and reference, you may be invisible in those answers.

The takeaway is clear: AI search is growing fast, but human reviews and a credible online presence matter more than ever.

Getting started with AEO is more accessible than it sounds. A few practical steps:

Be explicit about what you offer and the area you serve. If your website doesn’t mention CGM supplies, you will not appear when someone searches for a CGM supplier. List every product category and brand you carry and every geographic area you cover. Do not assume patients or AI tools will connect the dots.
Build a robust FAQs page. Answer common patient questions in plain language on your website. AI tools are essentially built to answer questions, so a well-structured frequently asked questions page speaks their language directly and is one of the primary ways they learn about your services.
Keep your Google Business Profile complete. AI tools pull from it heavily, which is another reason it is worth maintaining.
Earn credible mentions. Local news coverage, industry directories and association memberships all signal legitimacy to AI engines.

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Brett Siegal is director of marketing and business development at DDP Medical Supply and Geriatric Medical. If you would like help auditing your digital presence or building an AEO strategy, he can be reached at brett.siegal@gerimed.com.