Why do treatment centers find it hard to build their potential patient list? Well, potential patients and family members might not know they have a substance use disorder. Perhaps it's that they're in a saturated market and are finding it hard to break through the noise.
According to Statista, in 2017, there were 13,585 substance use facilities in the United States, with the highest number of centers found in California. Not only is there an increasing number of treatment centers, but there are various types of treatment including, intensive outpatient programs, outpatients programs, partial hospitalization programs and residential treatment centers, to name a few.
As a marketing agency that has served many addiction treatment programs throughout the United States, we can tell you that addiction treatment marketing, regardless of the type of program, is a process, and it’s never a quick one. That’s why we make it our objective to help you find a marketing strategy that fits your goals.
BUILDING AN ADDICTION TREATMENT PROGRAM WEBSITE
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 educational and authoritative, search engine and mobile-friendly, empathetic and simple and compelling.
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.
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.
An “Empathic” website will let users know that you understand what they 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.
ADDICTION TREATMENT CENTER SOCIAL MEDIA
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.
Trends that our team has noticed on other addiction treatment social media profiles include educational infographics, motivational quote graphics, client quote graphics, informative blog posts and more.
ADDICTION TREATMENT CENTER ADVERTISING
You may be wondering, having a website is nice, building a social media presence is going to take time, but how do I get patients in the door? It would be best if you had an advertising strategy.
With recent advertising policies coming out about how addiction treatment centers can advertise, it can be difficult to know what to do. For those who do not want to go through certification procedures to utilize Facebook, Instagram or Google, we have a couple of other options including verifying your Google My Business, finding local print opportunities and utilizing LinkedIn.
ADDICTION TREATMENT CENTER MARKETING OUTCOMES
At InnerAction Media, we recognize that having the ability to reach and market to potential patients effectively is imperative. Due to the limitations set by advertising platforms like Google and Facebook, it can be hard to do. That’s why our team starts building and establishing addiction treatment centers organically. If you are interested in leveraging trust, authority and empathy in your marketing strategy for your addiction treatment center, contact us below!