You have a passion for helping others, and that’s why you started your behavioral treatment center. But even though you’ve designed the best treatment plans and hired highly-skilled staff, your admission rate is still very low.
In this article, we will discuss:
- Why marketing your treatment center is important
- The essentials of behavioral health care marketing
This is because although you know how amazing your treatment center is, no one else does. Here is where behavioral health care marketing comes in!
Let’s dive in!
Why is Marketing Your Treatment Center Important?
Now I know what you may be thinking. “You don’t need to market your treatment center because there are always going to be people who need help.”
Well, while that may be true, some people may be afraid to seek help or do not know where to start.
There is a lot of stigma surrounding mental health and addiction so many people are afraid to educate themselves on the topic or admit when they have a problem. Additionally, even if they know they need help, they might not know where to get it.
Marketing allows you to inform others about mental health issues and let them know that you have the solution.
Marketing Builds Trust
One thing that is very important in healthcare is trust. The people that you serve need to be able to trust that you know what you are doing and can help, as well as that you have good intentions.
With marketing, you can build trust with your audience and alleviate any fears they may have. The more they see your business, the more they will believe that you are a well-established and reliable treatment center.
Building a Brand Strategy
The first step to any great marketing strategy is building a brand. Your brand is the way you are perceived by others.
To establish your brand, you first want to take a step back and look at your mission statement and values. What does your business stand for? What do you want your customers to know about you?
Having a brand differentiates you from your competitors and allows you to build a relationship with those you serve, creating loyalty and trust.
9 Essentials of Behavioral Health Care Marketing
Now that you understand the importance of marketing your behavioral healthcare treatment center, let’s discuss what goes into it.
With today’s consumers shifting to digital, a lot of your marketing should too. However, that doesn’t mean you should forget traditional marketing altogether.
Here are 9 essentials of behavioral health care marketing that our expert marketing consultants put together.
1. Social Media to Build Awareness
Nearly everyone is on social media today. It’s where people go to connect with loved ones, learn new things, and stay up to date on the latest news.
Therefore, it is a great way to reach new people and build awareness for your brand. It is important to stay consistent in your postings to build trust and be rewarded by the social media platforms’ algorithms.
You can share educational posts about tips to better one’s mental health or ways to spot addictions. Just remember every platform is different and, therefore, should be treated differently. People go to each platform for specific reasons, and if you aren’t providing what they are looking for, they won’t engage.
2. Blogging to Inform Readers
Creating a blog is a great way to build awareness for your brand because it helps you appear higher up in search results. You can share blogs through social media and emails to drive even more traffic to your website.
A blog is a great way to position your business as a thought leader. You can write about questions you often get from the people your treatment center serves.
Additionally, a blog may help people become aware of a problem they did not realize they had and point them towards a solution.
Not only is this a great tactic for marketing, but it’s also a way to inform and educate more people. Especially if they are not ready to seek help yet.
3. Search Engine Optimization (SEO) to Gain Visibility
Search engine optimization is when you optimize your website and content to appear on search engine results and bring organic traffic to your site. You can do this by using keywords, links, and images with alternative text (alt-text).
Your SEO checklist should include:
- Keyword research and selection
- Optimized title and meta description
- Internal and external links
- Optimized body copy with the keyword in it
- Relevant anchor text for links
- Optimized H1 and H2s
The idea is to use keywords that your target audience is actively searching. It is important to note that you only want one core keyword for each page you make.
4. Google My Business (GMB) to Bring Local Traffic
Google My Business is a local SEO tactic. It starts by setting up a profile and inputting all of your treatment center’s information and then maintaining your profile with business updates and new information.
Once it is set up, when someone searches behavioral treatment centers in your area, yours will automatically appear in the results. This is also where those searching will find reviews that others have left about their experience with your business.
You can also create temporary posts that can also appear under your business result. Here you can give some more information on your services and treatment.
5. Email Marketing to Nurture Relationships
So you have captured tons of email addresses, but don’t know what to do with them. Well, emails are a great way to nurture existing relationships. Whether they have just expressed interest and given you their email, or have worked with you in the past.
By using email strategies, you can keep your business at top of their mind (and inboxes) and help answer any questions they may have that were holding them back from working with you.
You can send out newsletters that touch upon different services you provide, any new events or industry news, or mental health issues that impact your audience. Additionally, you can segment your email lists by interests or actions so that you can create more personalized messages.
6. Website to Convert Leads
Your website is the first place people go to learn more about your treatment center. Therefore, it is important to make a good first impression.
You need to have a website that is easy to navigate and clearly provides information. Include information about the services you provide, what value you bring to the people you serve, and what they can expect when they arrive at your clinic.
The most important factor of your site is your call-to-action or CTA. The action you want your audience to take needs to be clear and repeated throughout your website.
While a well-designed website is important for aesthetic purposes, you want to make sure you are mostly focusing on the function of the site. You will want to optimize the website for search engines and mobile devices.
7. Pay-Per-Click (PPC) to Get FAST Results
Unlike SEO which brings in free, organic traffic, PPC involves paying for your business’s advertisement to be seen by your target audience and is placed above the organic results. You can pay for advertisements on Google, Bing, Linkedin, Facebook, and Instagram.
Now you may be wondering why should you pay for your ad to be seen when you can get free traffic. Well, PPC brings you leads much more quickly. Paid ads are a good way to get leads ASAP, while still working on your other marketing efforts in the meantime.
With digital paid ads, you can target people based on behaviors such as websites they visit as well as demographics, such as age or location. We suggest running tests to see which type of advertisement has a greater conversion rate and return on investment so you do not waste your money.
8. Reputation Management to Build Trust
Most people in today’s digital age does extensive research before making any final decisions. One thing they highly value is reviews from those served by your treatment center.
88% of consumers trust online reviews just as much as they would a personal recommendation from a friend.
The first step to managing your reputation is getting reviews through Google and other review sites such as RealPatientRatings and RealSelf. The American Addiction Center also gives reviews of different rehab centers.
Once you begin to start getting reviews, it’s important to address them, both good and bad as quickly as possible. If they are bad you will want to direct them to a private message where you can discuss the situation more.
9. Networking to Foster Relationship and Partnerships
Some of the best ways to find new people to serve is by referrals. Therefore, networking is a very important step in your marketing plan. This is especially important if you are a startup and just beginning to form relationships.
You can establish relationships with other professionals through networking events or online. One great way to network online is through Linkedin, a social media platform built for businesses.
You can start an outreach campaign where you connect with other professionals in the healthcare industry. Begin by introducing yourself and explaining how it can be a mutually beneficial partnership. Then provide them with a link to your website.
- Know Your Audience – Knowing who you are marketing to is crucial to the success of your campaigns because you’ll know which problems you need to be addressing.
- Increase Return on Investment – By continuously optimizing your paid campaigns and analyzing results you can increase the return you see on your advertising spend.
- Quality Over Quantity – When creating content for your marketing always remember what is important is the quality of work, not quantity.
- Focus on the People Served – When creating your marketing make sure all messaging is focused on the needs of your customer rather than focusing all of your messaging around your business’ qualifications
- Start Small and Expand – Don’t try to master every marketing tactic all at once. For example, start on one social platform and build an audience before trying to tackle them all.
Note: In 2022 & beyond we know recruitment can be difficult. For behavioral health businesses, you should implement a few key recruitment strategies for a higher chance of success in this area.
Create a Sucessful Marketing Strategy with C4 Consulting
Want to start building your marketing strategy but don’t know where to begin? Overwhelmed with all of the factors that should be included? We are here to help!
C4 Consulting provides traditional and digital marketing services for behavioral health care providers. We can help you create a brand identity and marketing strategy that shows people what you offer and your values.
Our consultants know the essentials of behavioral health care marketing to drive sustainable returns on your investments. Let us help you navigate the complex world of marketing so you can focus on what matters, providing quality care to the people you serve.