Category Archives: Addiction Treatment Marketing

Setting Drug Rehab Marketing Expectations

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I’ve been meaning to write this post for a while. Here comes some truth telling you won’t hear from some other marketers in our drug rehab addiction treatment industry. Addiction treatment marketing is hard work. Drug rehab itself is hard work. In both disciplines are moving targets. With moving targets we have to pay attention all the time. Drug rehab like drug rehab marketing is a lot like putting in golf. What I mean by this is if you are trying to make a 30 foot but on a green that slopes to the right you better aim the ball 6 feet to the left and have just the right velocity on it in order to get it close to the hole. Getting it in the hole is HARD!!!

La Quinta Resort and Club

Here in lies the problem. You need to get an admission and I need to get you the phone call. Getting the ball close to the hole or the lead on your website is not good enough. Getting the caller to almost book the flight to your drug rehab is not good enough, it is not an admission! I need to get your website visitor to call and you need to get them to admit….PERIOD end of story! If we both don’t do this we fail.

So now we know this is a moving target and it is hard work what can we do to improve our odds?

Improving Drug Rehab Marketing Results:

1) Answer the phone by the second ring!
2) Make sure your website is getting good grades. See Web Page Test. Did you pass or fail? Call me if you are failing.
3) Build Trust – starting with a great brand. Does yours look like it was made by a 6th grader or a Madison Avenue professional? Trust makes the phone ring.
4) Add in depth profiles and pictures of your staff devote a page to each person. People do business with people they know like and trust…..PERIOD.
5) Write, write, write and write some more. When you get done with that then create videos. Create even more videos. Post content to your website every day. Yes every day.
6) What to do when the phone is not ringing? See step 5 and repeat. Repeat again. Build your authority on your website. Users are looking for great content.
7) Speak at your local high schools and college. Get links from them.
8) Get in the news. Get PR, get press. Don’t know how to do this, get some free PR training here.

Setting Drug Rehab Marketing Expectations:

Unfortunately in the drug rehab space more and more new money is coming in. With the new money it creates a challenge for us all. If you have a NEW 20 bed facility here are some guidelines for a $25K per month admit.

$10K per month marketing budget – you are kidding right?
$25K per month marketing budget – you are getting warmer but you will not fill all your beds
$50K per month marketing budget – same here as the $25K budget

20 beds times $25K per month = $500,000 in revenue PER MONTH (Guess what is a reasonable budget is to fill these beds? If you don’t know call me 888-405-0051).

SEO expectations – better be able to wait a year to see 5-7 consistent monthly admissions
PPC expectations – you will see some good admissions returns in the first 3 months but be ready to spend what it takes

Even when you have a decent budget and you have hired your marketing team are you helping them supplement their content with additional content from your staff? This needs to and must happen. When hiring new hires make sure they can write and speak in front of a camera. We all gotta create more content. This is what Google and the users want. When the content is good it is shared and when it is shared in links or social media circles Google takes notice and gives you credit!

Amateur vs. Professional PPC in Drug Rehab

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In my experience I can say that PPC is definitely the closest thing to instant gratification in the addiction treatment marketing business. PPC can generate fresh drug rehab phone calls in a matter of 24-48 hours if you have a budget to run Google PPC traffic at your website.

drug rehab ppc management services

The challenge is drug rehab PPC is expensive. It is in the stratosphere like insurance and mortgages in Google Adwords. I have seen cost per clicks go from $75 – $150 per click in the drug rehab space.

If you are going to engage Google and Bing in a serious PPC campaign then you must know what you are doing or else I would suggest that you are completely throwing your money away. The reason I say this is because people do know what they are doing in this drug rehab PPC vertical and if you don’t you will be out gunned.

For example, one of the challenges we have in the treatment center marketing space is we get a lot of dead beat calls from people who have no money or are social security. These people are looking for *free rehab,* and they type into Google “free drug treatment” or “scholarship drug treatment.” The problem for many private centers is they cannot take clients unless they have cash money or PPO insurance.

A good amateur PPC guy will put some negative keywords into their PPC campaign like -free drug rehab center or -stated funded addiction treatment. It takes time to build these negative keyword lists.

We as professional drug rehab PPC providers have 10’s of thousands of negative keywords just in the drug rehab industry alone. What this means for you is your will get far less calls from broke prospects. The down side is you have to pay us a percentage of the Google and Bing PPC spend. The upside is your money spent will generate a return for you and will not be an experiment.

The other advantage of using drug rehab PPC professionals is we have a team of qualified people who will build your campaigns who know buying keywords and know how to write ads that get clicks. This deep experience and knowledge will help a lot. At the same time this is not a part time job for us, it is full time and if you are going to spend any kind of budget in Google you must a lot a full time team to the efforts.

What if you get a lot of calls from your PPC campaigns? What if those calls are costing a small fortune how will you know which ad groups produce admissions and which ones do not? A good professional team will assist you in this area.

Lastly, most amateurs don’t know the first thing about call tracking or call scoring which is absolutely critical is making any drug rehab SEO and PPC campaign a success. If you don’t have this dialed in you can kiss your money good bye and help Google’s stock price soar.

Don’t Panic it is Only Rehab Marketing

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While we are all passionate about our businesses there are times when we can hyperventilate over some of the smallest things. Keep in mind that in our drug rehab business we do not typically have people on ventilators or on life support systems. So if something goes wrong and you let us know it will get fixed. The problem is sometimes it does not get fixed as fast as we want.

I’ll share a little story on the importance of priorities and marketing. A long long time ago sometime back in the 1980’s I was a printing sales person for a Chicago based printer and I was based in NYC. I had just broken into a huge account. One of the big record club companies. I sold a project back then that was about $20,000. Not really big but it was a start of what I thought could have been a career making account.

Truck

The company printed the project and I flew to Chicago and did the press check to make sure that everything went well which it did until we shipped the project. It was shipped on a Monday and was supposed to be in NYC on that Friday. Friday came and went. Client calls looking for his project. I start sweating. Monday rolls around and no delivery. We call and call the shipping company. No answer on their end, meaning, they did not have an answer for us. By Wed we knew something was really wrong, meanwhile this was probably going to be my last project for this huge client…..and he made sure to let me know.

What had happened was the driver of the truck was arrested by the cops for an outstanding warrant. The truck was parked in the New Jersey Turnpike at one of the rest stops with the printed materials in the truck.

So if you have a graphic that needs to be changed, a few bad phone calling coming in from a wrong number please take a deep breath. We will get to it and we will fix it….it is only drug rehab marketing.

Is Your Drug Rehab Website Performing?

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These days it is so easy for a user to hit the back button and go on to another drug treatment center site once you lose them they are gone forever. Users aren’t patient waiting for your site to load and the images to appear. Do you want to see what your site looks like as far as website speed goes? Click on this link and you will see.

While some of this stuff might seem technical and it is, it is also very important in terms of SEO. Who cares? Google cares a lot!

Website Speed Tool

Test your drug rehab website using this tool.

Now if you don’t have a bunch of green buttons with A’s and B’s then give us a call over at Webdesign-Rep and we’ll get you top drug rehab website grades ASAP.

Passing Grades

Your website grades need to be this good to be on top

Phone Tracking Inbound Drug Rehab Leads

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It is super simple to save a bunch of money and start tracking where your inbound phone calls are coming from. Keeping track of your Call Tracking Metrics is absolutely critical for the success of your business both long term and short term. The reason why it is so critical is because if you are spending money on Billboards or Google Adwords don’t you want to know which one works better? If you are buying keywords in Google Adwords don’t you want to know which ones work better for admissions? (i.e. Drug Rehab vs. Drug Rehab in Florida?)

Not only can you track Google Adwords and Billboards but you can track any media including Twitter and Facebook and more. I really like the phone tracking software by Call Tracking Metrics for all drug rehab leads.

If you want help setting this up on your website give me a call at 781-990-8844 or click on the button below.