Addiction rehab marketing for addiction service providers is not a formulaic, one size fits all plan. Even though you are trying to reach a specific audience, every company will have different goals and require different strategies to get there. The key to success is not subscribing to a specific marketing strategy but instead finding a deeper understanding of your target audience and what they care about. These factors are critical to figuring out your communications, what they should include and what channels help you best reach your audience.
In order to reach the biggest audience, you have to cast a wide net. Using one form of marketing will never be as effective as combining a number of different tactics. For instance, if you only advertise on TV/Radio, you will miss out on a huge population of people who don’t own or listen to/watch these forms of media. Same for each different social media channel.
Multi-channel marketing is a combination of a variety of different types of marketing tactics in order to create a long-term strategy tailored around your business needs. Here are some of the different elements that should be involved to create a great marketing strategy.
SEO is the foundation of Addiction rehab marketing. It is what will drive organic traffic to your site and make you easy to find online. You can optimize your website for SEO based on your targeted search terms. When you post blogs and other content, this should also be optimized. You can also optimize landing pages and other owned properties in order to make sure you have all your bases covered.
PPC is a paid strategy that drives traffic back to your site – and it has a higher conversion rate than traffic coming from organic measures. You can purchase ads on search engines, social media, various other websites, etc. in order to get your brand in front of new eyes and drive the right audience to find you and hopefully result in seeking your treatment services.
TV & Radio
TV and radio are an important part of the mix because they create top of the funnel brand awareness that makes a wider audience familiar with your name and the services you offer. This is especially important for rehab marketing because your clients are seeking out a company they can trust – and awareness and visibility lead to trust.
Social media also plays a supporting role in creating brand awareness. Whether it is free organic content or paid promotion, it will get seen by people across various platforms and this helps spread the word about your brand and your services as well. You just have to make sure you are using the right platforms in order to spread your message to the right people
Multi-Channel & Branding
When you are determining your addiction rehab marketing strategy, it’s best to take a multi-channel approach and incorporate many different methods of getting your messaging out. This helps to provide a branding lift for additional awareness to others in your profession. For example, if an Addiction center is running local TV or radio ads, their name will be on the top of industry professional’s minds. When it comes time to provide a reference to their clients, they’ll be more likely to recommend the centers they have heard advertised. Likewise, doctors and lawyers will hear the company advertised and will be more inclined to direct people toward that brand.
Overall, there is no cookie cutter approach to addiction rehab marketing. Every company will have their unique positioning and key performance indicators (KPIs) that will help determine the right combination of messaging, budget and distribution of content across these different tactics.