Digital Marketing: What Treatment Centers Need to Know
ULTIMATE GUIDE TO HEALTHCARE MARKETING
As one of the most interesting couple of years in recent history, we’ve seen a number of changes in healthcare digital marketing moving into 2021. We know this time of year can be difficult for behavioral healthcare providers who are struggling with an out-of-control pandemic. The current events have led to lower local searches, high unemployment rates, and of course, the renewal of deductibles comes January.
As experts in the addiction treatment marketing space, MGMT Digital has put together a few essential tips & tricks that any business in the addiction industry can benefit from. If you want to learn more about how MGMT Digital can help your facility click here for a free digital marketing audit.
1. Have a Website That Converts.
We don’t want to reinvent the wheel when it comes to web design in the addiction treatment industry. There are trusted must-haves that any business’s website needs in order to convert well. Three essentials for any website, regardless of your industry, are consistency, content that connects with your users, and clear calls-to-action.
MGMT Digital has designed and redesigned numerous addiction treatment websites that feature these three essentials components and more. Typically, a website will see a 30-60% increase in conversions from MGMT Digital’s web design. Long story short, web design matters when it comes to marketing in healthcare.
2. Content is Still King.
There’s been a saying for many years, mainly since machine learning took over Google’s algorithm, is “content is king.” Google can now scan your website’s content and know exactly what it says, and the topics and keywords that relate to your services. Content is especially important when explaining your program and the treatment process to users on your website when utilizing digital marketing in healthcare.
MGMT Digital has found that relatable and emotional content that connects with the user while explaining your program is key to success in SEO results and conversions.
3. CRO & Response Time is Key to Increasing Admits.
Ensuring your website has a number of calls-to-action is the first part of achieving more admits. MGMT Digital utilizes a number of elements and tools to consistently increase conversions through effective optimization, such as a request callback form, click to text, and insurance verification forms. The second part in increasing overall admits is setting up your admissions team with the best tools that allow for quick responses. This gets users the help they need as quickly as possible.
In addition to an increase in conversion rates, MGMT Digital helps our clients see an increase in admissions by effectively providing them with the best solutions for lead interaction and tracking. For example, CallRail for call and form tracking, Verify TX for instant verification of benefits, and Behave Health, which is an all-in-one, cloud-based CRM/EHR/Billing solution. Converting and responding to potential leads in the most effective manner is a must for any behavioral healthcare facility.
4. SEO is a MUST for Long-Term Growth.
As the bread and butter of our business, we would be silly not to mention search engine optimization or SEO for short. SEO is the process of getting your website ranking on Google’s search engine for a variety of keywords relating to your business. SEO is an especially effective long-term solution that provides consistent growth through organic channels when it comes to marketing in the healthcare space.
MGMT Digital’s clients see an average increase in keywords and positions of 179% within the first 3 months of working together. Many of our clients rank for their targeted keywords on the first page of Google and in the top positions on the maps & organically.
There’s a chance you’ve done SEO in the past and have been burnt before. We totally understand the hesitation to try it again, but MGMT Digital is an ethical, organic solution for drug & alcohol rehabs who are looking to be in the right place at the right time. Our drug rehab SEO services are proven to work.
5. Utilizing Social Media for Effective Branding
We’ve found here at MGMT Digital that social media is essential for effective branding and growth after years of testing a variety of social media techniques. While sites like Facebook and Instagram do have paid advertising options, social media in the addiction treatment industry is best used as a branding tool that also helps SEO with quality social signals.
Social media is an effective tool for letting people know who you are through engaging and personalized content. MGMT Digital takes the time to learn about your program and the unique aspects of your program in order to reach users via social and organic channels when creating content for social media.
6. Why Data Management Matters
Data is said to be one of the most valuable assets from the internet. In any given year, your treatment center can see thousands of calls, forms, and live chats. Tracking, managing, and storing data is going to be a huge key to success in 2021 with overall searches being volatile due to the pandemic.
MGMT Digital utilizes a number of tools to manage, store and utilize our client’s data in order to continuously grow and convert new and existing leads.
7. Stop Wasting Money on Ineffective Keywords.
If you have an active PPC campaign running on Google AdWords this is an important reminder: negative keywords are a must. Thanks to Google’s advanced machine learning capabilities, depending on the match type of your keyword, you could be spending hundreds of dollars on ineffective keywords.
MGMT Digital has an extensive negative keyword list for every campaign we manage, especially for clients running national campaigns. In addition to negative keywords, we utilize a limited number of keywords in each ad group in order to avoid cannibalization and to ensure money is not being wasted on non-relevant keywords.
With paid advertising on Google, MGMT takes the approach that it’s very much a numbers game; how much traffic can you get for your budget will help increase overall conversions and admits. If money is going to ineffective or low-quality keywords like “free drug rehabs” or “low-cost drug rehabs” it can lead to wasting your time and the user’s time. Negative keywords are a must for any effective PPC campaign, in addition to constant monitoring and tweaking of keywords to ensure the best results from paid ads.
8. Collaborate with Your Digital Team
After late nights and many cups of coffee, MGMT Digital came to the realization early on that communication and collaboration between our team and our clients is the key to success and long-term relationships.
What sets us apart from other agencies is we are available when you need us, conduct monthly meetings to go over results and goals and collaborate with you on any out-of-the-box ideas you may have.
MGMT was founded on the idea of our business acting like an in-house team at agency rates and we continue to do so to this day. By combining our team’s various professional backgrounds, we have put together a formula for how to get our clients the best results possible. This begins with clear and transparent communication.
9. Keep Out-of-the-Box Ideas Coming…
Digital marketing and marketing, in general, are constantly evolving and changing. It’s never been more important to continuously explore other avenues for getting your treatment center exposure. Public relations, video ads, and inventive branding are a few examples of how to do so. Companies like Legit Script and new state laws have also been implemented to help legitimize the way treatment centers can market themselves.
MGMT Digital is constantly researching new and effective advertising methods that help our clients help more people through new and innovative approaches. Free and paid listings on addiction-specific directories, video advertising with YouTube and Hulu ads, SMS and email marketing campaigns targeted at old leads and alumni, and reputation management & review campaigns, are a few examples of what we’ve done for clients in the past.
The use of digital marketing in healthcare means a constantly changing landscape. The internet is an ever-expanding place where drug rehabs can constantly find new solutions for generating traffic and increasing admissions.
10. Don't Rely on Digital Marketing Alone.
One of the first things any prospective client asks us is will they be able to fill their healthcare facility on digital marketing alone. For the sake of transparency, MGMT Digital believes that the most successful facilities utilize every business development avenue possible in order to see consistent admissions and growth.
Traditional marketing for example remains a highly effective channel, including direct mail marketing, billboards, radio ads, and outreach marketing. These are still tried and true methods that directly reach our target market.
We Want to Help You Help More People: Don’t Miss Out on Increasing Your Admissions
As you may already know, most of the team at MGMT Digital has personal experience dealing with addiction and mental illness. We can relate to your target audience. We know first hand what digital channels give us a unique perspective in our approach to digital marketing for addiction treatment providers.
Like all healthy relationships, we like to start with a simple conversation. We want to get to know you, your program, your history with digital marketing, your goals, and anything else we need to craft a unique strategy. We will show you proven results time after time.