The Basics of Digital Marketing

fundamentals of digital marketing

The Basic Fundamentals of
Digital Marketing

Digital marketing is taking the business world by storm. Given the growing ease of access the digital business community offers to products and services, the step away from traditional paper and television media advertising is logical.

Today more than ever, people have technology and access to digital media in the palm of their hands virtually every waking hour. This allows a business to keep moving forward, despite people being a world apart from the products they wish to purchase. The healthcare community is no exception to the online shift.

When people learn about a treatment center, medical center, individual provider, or hospital, they often turn to the internet to research statistics, reviews, and other information they are curious to know. The internet is an essential element of marketing today, and its hold on marketing is only slated to grow further in the coming years.

An Introduction to the Basics of Digital Marketing

In recent years, digital marketing has become essential to the success of medical practices throughout the United States (and worldwide). Historically, medical offices of any size could forego online marketing in favor of more traditional methods. Today, digital marketing has become essential to success. This is because more and more people are becoming active online. People of all ages are turning to online resources to find solutions to their health-related questions.

Consequently, anyone attempting to conduct business in the healthcare industry must utilize digital marketing. Providers who choose to neglect this essential resource may find themselves in an awkward position when it comes to communication with their patients.

What Does Digital Marketing Mean?

the basic fundamentals of digital marketing

The importance of digital marketing in today’s internet savvy society cannot be understated. Most industries have shifted to digital marketing as a means for reaching more of their target audience; the healthcare community has been slower to adopt digital strategies. While there are various reasons for this, including patient confidentiality and privacy concerns, entering the digital realm is beneficial (and necessary) given the more technologically heavy way people search for medical professionals and healthcare services. 

According to Pew Research data, seventy-two percent of Internet users indicate they used online search engines to look for health information within the past year.  Of those, seventy-seven percent started their search through a traditional search engine such as Google or Bing. In contrast, the remaining thirteen percent used a site that provided healthcare-specific information such as WebMD. These statistics, many like them, indicate healthcare consumers and patients are seeking out health information through digital media with increasing frequency.

Not so long ago, people used non-digital means to find medical providers. They may ask their primary care provider for recommendations. Or, they may ask a friend what their thoughts were on a provider. Additionally, people would utilize traditional marketing such as television commercials, newspaper advertising, or ads placed in local weekly flyers to learn the names of providers who offer services they require.

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The Fundamentals of Digital Marketing

Digital marketing uses many different tactics and channels to connect with their customers. Customers are online almost constantly, and a strong digital campaign is the easiest and most guaranteed way to reach your target market. 

The best digital marketers ensure information about their business is placed in easy to access locations when customers are online. Below are the basic fundamentals of digital marketing.

The Benefits and Importance of
Effective Digital Marketing

Finding statistics on the importance of digital marketing is not a difficult task. In fact, digital marketing is forecasted to continually increase over the next decade as marketers continue to shift advertising budgets to digital advertising to improve the overall return on investment.

In short, digital marketing is any form of marketing that exists online. There are several different types of digital marketing, such as content creation and SEO, which we will expand on shortly. The best thing about digital marketing is that it can work for any business in any industry. Unlike offline marketing, digital marketing allows companies to see accurate results from their efforts in real-time. If you have ever placed an ad in a newspaper, this should make sense. For the duration of the ad run, it is difficult to determine how many (if any) people actually flipped to that page in the paper and saw your ad. There is no definitive way to know if the money paid for the advertisement resulted in any sales at all. 

Digital marketing, on the other hand, is different. There are several ways you can measure your return on investment through various avenues. For example, with digital marketing, you can measure your website traffic. This allows you to see the exact number of people who viewed your website’s page in real-time using analytical software. You can also see how many pages on your site they visited, what type of device they were using, and where they came from. This allows companies to determine what people are shopping for on their website. In the case of health care, this would allow medical providers to determine the types of services people visit their websites to learn about.

Digital marketing also allows for lead generation. People can visit a website, read the information posted, and use the information provided to determine if a particular company offers a product or service that they are interested in. In the healthcare world, people can visit a website and determine if a doctor, medical facility, or even a hospital offers the services, procedure, or particular type of care they are searching for. For instance, specialized treatment facilities such as cancer treatment facilities can use digital marketing to reach a specific target market of people looking for cancer treatment options.

A Few Reasons Why MGMT Digital Is Your
Top Choice in Digital Marketing

Digital marketing is the way of the future for businesses. Today, more people are online than ever before, and smartphones are a fixture in the hands of almost everyone over the age of twelve. Although the healthcare community may be lagging behind other industries when it comes to integrating digital marketing into their business strategy, it doesn’t mean the opportunity is lost. By incorporating digital marketing into existing marketing tactics, healthcare marketers can extend their reach to consumers across search, social media, and mobile applications.

MGMT Digital is a boutique digital marketing agency specializing in digital marketing for the treatment industry. At MGMT, our goal is to provide our clients with a level of service matched by no other in the industry. If you are unfamiliar with digital marketing, terms such as SEO and PPC can be confusing and difficult to understand. Choosing to work with MGMT Digital allows you to continue to focus on what matters most- your patients and your business-while we create a digital marketing plan designed to generate traffic and leads to your website and programs. If you are ready to take your treatment center’s marketing online, you can ensure you get found and reach new clients in healthcare with MGMT Digital. 

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The Future of Addiction Marketing

addiction treatment marketing

The Future of Drug Rehab Marketing.

When it comes to drug rehab marketing, all signs point to a digital future.

Whether it is replacing TV commercials with YouTube Ads, or mailers with email campaigns, most businesses rely on digital marketing now more than ever before. In order to stay competitive, it is necessary for almost every business to start digital marketing services. 

So what does that mean for the addiction treatment marketing industry? 

The History of Drug Rehab Marketing

Before the Affordable Care Act, there were fewer addiction treatment centers and these facilities were most often found through relationships with those related to the field – psychiatrists, counselors, therapists, churches, hospitals, jails and the court system.

During this time, marketing for drug rehabs was primarily local efforts, word-of-mouth, and traditional methods. That is, until the Mental Health Parity Act was implemented through Obamacare. 

After this implementation, insurance providers had to cover addiction treatment, thanks to the ACA. Prior to this, many drug rehabs had been receiving payment from cash pay or were non-profits that accepted Medicaid or minimal sliding scale fees. There were those that were private facilities, but the ACA introduced a whole new market of people who had coverage and needed treatment.

While this new law was fantastic news for those seeking addiction treatment, it also brought on an onset of scammers and unethical practices. Since these insurance companies were not used to covering addiction treatment, there was a large gap in policies that allowed for abuse by money-hungry con people.

In the past, most facilities utilized outreach coordinators and marketing contracts to help keep their census full. However, some unethical facilities began using an unethical marketing practice called “patient brokering” in order to admit as many people as possible. Patient brokering is the act of paying a third party to bring a facility admissions, which sometimes included the practice of paying clients to attend specific programs. This quickly evolved, as some brokers realized that they could make a lot of money without having to actually help people. 

Since this practice was causing many addicts to go to multiple facilities, never recovering, people started looking for extravagant amenities in their rehab facilities instead of quality care. To this day, this is why many rehab facilities have to advertise their amenities, like swimming pools, horseback riding, etc, over their expert care and services. 

As patient brokering got worse and worse, more facilities began to need to rely on digital marketing as the new standard practice, especially once states started implementing active laws against patient brokering.

However, digital marketing for rehab centers itself also had a large number of unethical practices as well. Before Google altered their algorithms and AdWords put regulations into place, anyone and everyone could target addiction treatment keywords. Desperate addicts and their loved ones would trust these facilities advertised at the top of search engine results pages, having no idea that these centers could be unlicensed or unethical.

Finally, in late 2017, Google shutdown Adwords when this was clearly becoming a dangerous problem. Adwords was brought back in 2018, but now partnered with LegitScript, which requires websites to go through a screening process before they can run ads targeting addiction treatment. 

The addiction treatment industry needs an ethical solution to these issues. Addicts and their loved ones should be able to easily find the right treatment center, without being taken advantage of. 

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The Future of Addiction Treatment Marketing

Despite an ugly past, there is hope in addiction treatment marketing in 2021. Not only are there many ethical methods to get users the help they need now, but there are creative and innovative ways to get your brand name out there.

The future of digital marketing for rehabs involves the following methods:

Search Engine Optimization

When a loved one or addict does not know much about addiction treatment and is determined to find help, where will they turn? Google. Utilizing search engine optimization as a key marketing strategy gives your site the opportunity to rank for crucial keywords in your area (for example, “drug rehabs in Los Angeles”). Drug rehab SEO also allows for your website to provide informational content to users through blogs and resource pages, making your center seem like a thought leader and a credible source on substance abuse treatment.

In order to stay competitive in the addiction treatment space, your brand needs to be competitive online.

Pay-Per-Click Advertising

As we just mentioned, users usually turn to Google to find treatment. Paid advertisements are the first results they see, and usually the ones that stand out the most. Being able to target your ads towards keywords that you know users are typing when they are searching for help is a powerful tool.

PPC for drug rehab centers is the quickest and most efficient way to start bringing in leads in today’s day and age. 

Video Marketing

When a user lands on your website, they are looking for hope, reassurance, and help. Video marketing helps bring elements of credibility and trust to your website. Whether it be testimonials, a tour of your facility, or members of your staff speaking to their passion and ability, video marketing for Healthcare centers is key to success.

Email Marketing

Sometimes, you have to meet users where they are. Their inboxes. 

Email marketing in Healthcare is an effective way to inform potential admits about your rehab and how you stand out. It also is a great way to send contacts your newest blogs and insights, and to slowly build trust with potential admits who would not have reached out to you otherwise.

Social Media Marketing

There is a large chunk of your market that is not actively searching for your services. Far too many addicts never research treatment. How do you solve this issue? Go to them. Drug rehab social media marketing allows you to do this.

Almost every young person uses Instagram, Facebook, and/or Twitter. If you are able to reach them with positive messaging on social media and show them what their lives could look like with treatment, you may be able to admit clients that you would never have had access to before.

MGMT’s Approach to Drug Rehab Marketing

So how does MGMT handle addiction marketing differently than the hundreds of internet marketing agencies out there?

First off, we understand the industry. MGMT is made up of a team who has experienced treatment, worked at facilities, and done addiction treatment marketing for a combined 19+ years. We understand the in’s and out’s of addiction treatment which allows our team to help you effectively market and manage your facility’s core business needs so your focus is treating clients.

We created this marketing group and management team that’s with you every step of the way, which allows you to focus on your core business.

Understanding the needs of a rehab facility can be underestimated by typical digital marketing companies, but not MGMT. We are a boutique digital marketing agency that understands that it is about the connection between how people find you, how you handle the calls for business, and the quality of services provided to clients. Because of this, MGMT can create unique marketing packages that tackle each area in running and marketing a drug treatment center.

addiction treatment marketing

Addiction Treatment Marketing Done Right

We know how time consuming owning and running a treatment center can be. Not all facilities have the capabilities to hire a full in house marketing team, which is where our unique approach to addiction marketing can help. If you are having issues with your call center we can help train your staff and audit your processes so that every call is being answered in the best way possible to help your potential clients get the help they need.

There is an urgency to the work we do and we are aware of it. As a company of recovering addicts we know things have gotten worse in the past year and the more we can help market your facility, the more we help others suffering from addiction. We help get them the help they need by putting your facility in the right place at the right time.

The future of addiction treatment marketing is moving towards a society that uses social media and search engines to meet their demand for treatment and to aid in their continued recovery. The digital world is becoming the most relied upon way to get help for a drug problem.

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