Drug and alcohol addiction treatment programs in the United States face a multitude of problems beginning with potential customers, not knowing they have a substance abuse problem to the inability to build trust with those potential patients when they do seek treatment.
As a marketing agency that has served many addiction treatment programs throughout the United States, including programs in Arkansas, California, Colorado, Maryland, New Jersey and West Virginia, we can tell you that addiction treatment marketing is a process. It isn’t just a “flip the switch” approach that other industries utilize.
If you’re a new or established treatment program, but you have trouble building trust with potential patients, our marketing agency can help you get the results you want.
InnerAction Media is located in Morgantown, West Virginia. We’re considered to be at “the epicenter” of the United State of America “opioid crisis.” We’re committed to serving our clients in the addiction recovery space. To us, it’s personal.
We believe every addiction treatment program, whether you’re a residential treatment center or an intensive outpatient program (IOP), you should be striving to build authority while also being empathetic towards your patients. We believe you can do this through your website, your social media and your advertisements.
While working extensively with various treatment programs, as well as in-depth research into what other treatment centers are doing, we have seen a couple of trends when it comes to the functionality and aesthetics of addiction treatment center websites.
Websites that perform well tend to be:
First, we can dive into “Educational & Authoritative” and what that means.
When a user comes to a website, they are looking for information about the thing that is ailing them. In this case, we are looking at two to three types of audiences for addiction treatment and a whole list of researched topics. These audiences include:
Because we are looking at more than one audience, our team recommends creating multiple website pages. This type of website page should be a long-format page, think of it like a book, that delves into everything a person may need to know. We call this type of page a pillar page.
If we were looking at the caregiver as our primary audience, we would want to create a pillar page discussing topics such as:
Not only does this page have in-depth, educational content, it also positions that addiction center as an authority on the subject, which will help build trust with the audience.
Second, let’s discuss what search engine and mobile-friendly means.
According to Statista, in 2016, 177.8 users in the United States used their phones to search; in 2019, this increased to 211 million users. What this means is that now more than ever, people are using their phones, not their desktops, to research businesses that they are interested in or services that they need. When designing your website, we also need to make sure that it looks good on mobile. This means that images are in the right places, as well as you can read the text.
For addiction treatment centers, you’re most likely working in a heavily saturated market, meaning the number one spot on search engines is hard to come by. How can your website be positioned to take the number one spot? According to John E. Lincoln from Search Engine Land, Google has suggested that “up to 10 percent of users’ daily information needs to involve learning about a broad topic. That’s why today we’re introducing new search results to help users find in-depth articles.” Not only is Google’s Algorithm set up to find in-depth content, but research shows that conversion rates on those long-form pages increased by 30 percent. That is why our team at IAM recommends long-form pillar pages with in-depth content and then linking relevant blogs back to that page.
Not only do we look at what the content on your website pages says, but we look at what your website as a whole is saying. By this, we mean what the back-end website data says. For this, we look at your page titles, meta descriptions, keywords, alt tags and more. You can read more in-depth about our website process here.
Third, what does it mean to be empathetic?
This can be a tough one for some people. How can you build yourself as an authority on the subject at-hand, while also conveying that you understand what the family and individual are going through? We have one word for you: messaging. When your addiction treatment website is designed, our team develops core messaging that we believe your potential customers want to hear with the most meaningful message saying, “We understand what you are going through.”
Our team also recommends leveraging customer reviews (if you have received permission.) Not only can a customer review show that you’re addiction treatment professionals know what they are doing, but that they listened.
After the development of your website, the next step is to find where your audience is. For treatment programs that are on a limited budget, we recommend starting organically with social media platforms such as Facebook, LinkedIn, Twitter, Instagram and even Reddit.
When thinking about the content you should be postings, you want to make sure that it is relevant to the audience you want to connect with, it includes a call to action, as well as a link back to your website.
Trends that our team has noticed on other addiction treatment social media profiles include:
If you can’t tell, social media has now become a visual beast. According to CoSchedule, photos on Facebook received 53 percent more likes than the average post and received 84 percent more link clicks than text and link posts. For our clients, we do a mixture of both types of posts.
You may be wondering, having a website is nice, building a social media presence is going to take time, but how do I get customers in the door? It would be best if you had an advertising strategy.
With recent advertising policies coming out from Facebook and Google, it can be challenging to advertise as an addiction treatment center on those platforms. These policies include needing LegitScript certification so that these platforms know you are a reputable establishment.
Other options that our team has found as solutions include:
The LegitScript certification threw a wrench into a lot of addiction treatment centers’ advertising plans. Throughout our time helping treatment centers, we make it our goal to find the best solution to their needs.
At InnerAction Media, we understand that without a direct advertising opportunity like Facebook and Google, we need to build and establish your addiction treatment center organically and we are dedicated to doing just that.
If you are interested in leveraging trust, authority and empathy in your marketing strategy for your addiction treatment center, contact us below!
Schedule a free marketing consultation now: