Category Archives: Management Consulting Treatment Centers

Consumer Reports to Publish a Treatment Center Guide?

I heard a rumor that Consumer Reports will be publishing a treatment center guide. This could get interesting pretty fast. The government, Substance Abuse Mental Health Services Administration (SAMHSA) already publishes a comprehensive directory or a treatment center locator.

There are a few other treatment center directories that provide some good information on the treatment centers however both with SAMHSA and the Treatment Directories really don’t carry the same authority as does Consumer Reports. That said, I’m surprised that HealthGrades or some other authority in the space like Psychology Today has not ventured into our field to start ranking centers.

Knowing what I know I would much rather see what the consumers are saying on something like a Google Places Page like this one. I do not think Consumer Reports has much experience in the addiction field if any.

Hiring Addiction Treatment Counselors – Link Building SEO

Here is an idea for link building from a different perspective. If you are hiring Certified Mental Health Professional’s i.e.CMHP’s you want to make sure that they are open to writing, are good at it and if writing is not their thing make sure they will allow themselves to be video taped.

In my experience in working with drug addiction treatment centers one of the best ways to generate new business is through the internet. What the Internet requires is content. The users want quality content. The families seeking addiction treatment do research, a lot of it. The more high quality information that you can put on your website the more likely it will be found.

The problem for many addiction treatment centers is that their Certified Mental Health Professional’s or addiction treatment counselors find themselves too busy too either write or talk about their craft. The treatment centers that have C.M.H.P.’s who write and are willing to be in videos can have a significant advantage with their marketing if they are willing to publish this information on their websites. As a matter of fact if I owned a treatment center I would make it mandatory for every CMHP or addiction treatment counselor to write at least 1 article per week and publish at least 1 video per week for the website.

If you customers are passionate about your content they will share it. If they share it you get links. If you get other websites and social media sites linking to you, Google likes this. If Google likes this then they will push up your SEO rankings. If this happens you will see more traffic on your website. If you see more traffic on your website you will get more phone calls. If you get more phone calls you will see more business in your addiction treatment center. If this happens you don’t have to pay as much money to addiction treatment marketing consultants to help you with your SEO and lead generation.

Once you get a system down for publishing this type of content it is like brushing your teeth once per day, it is no big deal. Not only will Google like this but your customers will like it even more. I often hear that customers say “you’re that guy in the videos!” And when you say “yes” it is like an instant creditably connection, which is TRUST, which is what brings in customers in every business. You already know what their problems are but they don’t know you, unless they have met you on the website videos.

Brand Marketing for Treatment Centers

Brand Marketing for Treatment Centers

Trust is king. Trust is the single biggest converting factor for any business seeking to gain new clients. There are many components that go into establishing and developing trust. Some of these components are tangible like testimonials and client lists along with industry accreditations and awards. Some of the components are “intangible” such as branding and identity.

Branding and Identity for Treatment Centers

As far as branding is concerned it often takes a back seat not only for treatment centers but for other businesses as well. Probably the reason is it is very hard to measure and quantify. However it is the type of thing that if the brand is well done you know it and it emanates trust. You can tell there is a lot of thought and energy behind it. The quality brand logo and identity has consistency across multiple media such as a computer screen or a billboard.

Hire Branding Professionals vs. Logo Designers

In my experience I think it is all about “you get what you pay for.” When we start a business we might only plan on opening a single treatment center but over time it could grow to multiple different businesses and it could grow past just the treatment business into a sober living and detox business or maybe all 3 under the same roof but expressed as different products within the master brand. If there is potential for this to happen it would make a lot of sense to hire a treatment center branding and identity team that has experience in building master brand strategies.

Logo designers are a dime a dozen and many designers can provide high quality logo designs but really have little experience in branding and identity as well as brand extension. That said, a really great treatment center branding and identity team will do the detailed research that is exhaustive in coming up with the logo and identity. Often times this can take upwards of 4-6 weeks of research. The beauty of this is that in the long run it will pay off for you, especially as your business expands.

A well thought out brand and identity creates trust. It has been said that if the Coca-Cola Company went out of business tomorrow their brand and identity would still be worth over a billion dollars sitting on someone’s iMac. The idea is they could just resurrect the brand and the company would take off again. The point here is that there is so much trust in “the brand” that people would naturally want to align themselves with it.

If you have any questions on what it takes to build a brand or would like costs call Jim Peake @ 781-990-8844 or click on the button below.

How to Search for a Drug Rehab on Google

How to Search for a Drug Rehab Addiction Treatment Center on Google

In order to seek addiction treatment it is best to have cash or insurance. If you don’t have money then you need to use words like Medicaid, State funded or Government funded addiction treatment programs in your searches. (Do NOT use FREE DRUG REHAB, you will be wasting your time). Addiction treatment is not cheap. Professionally trained people are required along with room and board if you are going to enter a residential treatment facility.

There are state funded treatment facilities of which I do not have a lot of experience. Some do take Medicare and Medicaid and the best way to find them is to go call the 800# on your Medicaid or Medicare card and ask them how to find an approved treatment center.

This web page is designed to assist the user or the family member to better help them in searching on the web for a specific type of treatment center that will fit their needs either residential or outpatient drug or alcohol addiction treatment.

Since I live in Massachusetts we will use Massachusetts as an example in several of our geo-targeted searches. Your results will be better if you are able to put in a state or a city when doing your searches. I know for a fact that there are several drug rehab centers in Malibu California and Delray Beach Florida so in a perfect world we will find the Google places pages with the local search results for treatment centers in these specific towns or cities.

The more keywords you put in your search string the more likely you will find a better result in exactly what you are looking for.

Residential drug rehab facilities in Massachusetts
Residential addiction treatment programs that take aetna insurance in Massachusetts
Residential addiction treatment programs that take aetna insurance in Malibu California
Residential addiction treatment programs that take aetna insurance in Delray Beach Florida
outpatient addiction treatment programs that take aetna insurance in Massachusetts
outpatient addiction treatment programs that take aetna insurance in California

If you are broke and have no money then try this:

Call the Substance Abuse and Mental Health Services Administration 800-662-4357

Or Try

state funded drug rehab facilities in Massachusetts

If you have Medicare or Medicaid you need to call them and ask them where you can get assistance. Look on the back of your card and call the 800#.

Medicaid funded drug rehab facilities in Massachusetts
Medicare state drug rehab facilities in Massachusetts

Using the following keywords will really help you

Treatment Centers
Treatment Programs
Treatment Facilities
Drug Rehabs
Drug Treatment Programs
Drug Treatment Facilities

Drug Rehab Centers Marketing Budgets – Out of Thin Air

First I must tell you I usually need a calculator to add 2 + 2, or if I use my fingers that works too. OK, now that I have your attention let’s talk about marketing and figuring out what a marketing budget should be. I can go and find any financial genius and they can give us all kinds of strategies for coming with the perfect number probably down to the exact penny.

The owner of the business, the CEO usually has the last say in what gets approved and nixed. So let’s say we have a services business, a drug rehab, a hair salon, a consulting firm, an accounting firm, law offices or a graphic designer or you name it, pick the SIC code we want to figure out what it will take to market our business and do so profitability so we can continue to stay ahead of the curve.

Marketing is the Engine that Pulls the Train

Let’s face it, marketing is the engine that pulls the train and sales is the conductor. Without profits we are screwed. So in my world our revenues must exceed our expenses. If that is not the case we are bleeding red ink and if we bleed red ink we probably don’t have a license to print money or do something called “quantitative easing” we are in trouble. So as a benchmark I have come up with a minimum starting percentage of revenue to determine a marketing budget.

Side note on sales, these sales guys can get expensive fast and in my experience it seems like the top 5% will generate about 80% of the profits, another number I pulled out of thin air. They drive expensive cars, eat at expensive restaurants and love ringing up their expense accounts to the max because they deserve it and are entitled, or at least some think so. My point here is marketing should be giving these guys high quality leads ALL the time so we can boost the ~5% top sales producers to a greater percentage, however in my experience accounting is usually has pressure on them to “cut expenses in sales” via marketing and the company winds up sucking wind in the long run if they cannot sustain a steady pipeline. I know this first hand because I lived it.

This percentage is based on my experience and NOTHING else. So I am pulling this number out of thin air, however it seems to work well for a starting point. We need to spend at least 20% of our current monthly revenue on marketing if we are going to get any real measurable results in the first 3-4 months. This marketing budget includes admissions, marketing assistants, VP’s, 800’s, web designers, ad agencies, consultants, market research, social media, SEO, traffic generation, PPC, article writing you name it.
If after spending 20% on marketing and you are getting too much business, start to spend less. On the other hand if you are not making a profit with a 20% marketing budget it is time to do two things, either spend more so you do get enough business to make a decent profit or stop what you are doing and change fast, for example hire a website consultant or a competent internet marketing consultant and start to test other methods of getting revenue going where your expenses do not exceed your revenue.

This is where the rubber meets the road

OK, so some dude (me) who wrote this on the internet says 20% is the good starting number what the heck does he know? He knows very little in the grand scheme of things, but has 30 years experience in business. However what he does know is if you spend for instance $10,000 per week on marketing and you can generate $40,000 per week in revenue that is called a 4:1 MER or media efficiency ratio. (This number HAS TO WORK or we MUST make it work. We must generate more revenue than we spend, period. So what happens when we increase that weekly spend to $100,000? It should generate $400,000 in weekly revenue. Depending on your profit margin this is either a good ratio or a bad ratio. Hopefully you have enough margin it is a “good ratio.”
So let’s say if we have a treatment center that has 100 beds. If we are at a 30% capacity for 30 day stays we have 30 people or 30 residents. If we charge let’s say $15,000 per month for treatment we are currently generating $450,000 per month in current revenue, however we really want to be at $1.5 MILLION per month at $15,000 per head in bed times 100 beds. There are two ways to look at this, are we going to use the 20% marketing spend for the 100 or the 30? Let’s assume that money is really tight since we only have 30 people in a 100 bed facility. If we don’t spend something significant i.e. 10% -20% of the monthly $450,000 we are fooling ourselves that we are really making an impact to get results, the even harder part is we are going to have to spend this kind of money for 3-4 months to begin to get out of the hole.

The thing that we have going for us should we want to generate leads and admissions from the internet is that we can track ALL of our spending and our results. So we will learn very quickly what works and doesn’t work, however we have to be prepared to make at least a 10% – $20% commitment, on the $450,000 we discussed earlier, which can be really painful financially. We have to do something different and do it well if we are going to get a different result.

When I find treatment centers in difficult marketing situations I do my best to explain what is required: web site access, web site tracking, adding content, link building, article syndication, 800# tracking, videos and I could go on. Most centers do not have the experienced technicians and writers and a team that can do this, (I do) or when I tell them what is required they attempt to get it done themselves often, and what I find is I’m waiting around for weeks, to get answers so I can help them. This is NOT acceptable, especially if there is a strong need to boost census from a lowly 30%, or maybe 70 empty beds is ok?

If you are spending 5% of your monthly revenue on marketing and not getting your admissions results, but the marketing you are doing is working why not spend more? Oh, the CFO says we have to “cut back.” Well let’s cut back and we can cut ourselves out of a job too. I will also tell that CFO s/he is not in business to make money and help people and this thing he calls “work” is something of just a “pet hobby” and not a business and he is sucking others into his “pet hobby.” (We can’t help many people with addiction if we are broke). If we operate out of fear of failure chances are we will get there, it’s happened to this search marketing consultant, I speak of personal past experience.

On the other hand, if we boost a 5% monthly marketing budget to 20% and start to get the results and the profits then let’s do more of it and refine the marketing efforts even more. Test different offers, different calls to action, different media….testing……testing…..testing…..success…..roll out! I know this is an over simplification rant of sorts but if we are “going to play it safe” let’s do that in shuffle board and curling, if want to play it safe let’s play it safe when we retire.

When it goes wrong – Change Thinking

So if we aren’t getting the results we want we have to know why. I’ve basically stopped asking these questions to new treatment centers clients since I have found only a handful of centers actually know, how many leads did they get last month, how many did they close, what their cost per lead is and what their cost per admission is? And I must admit, it is not easy to sometimes calculate this stuff since some of the admissions come in on referrals and sometimes the admissions person just plain forgets to ask the person while on the phone, or maybe they just get and answer like, “I found you guys on the Internet.” Tracking the keyword phrase from a telephone number is critical. Did they call us by typing in “Florida drug rehab” or was it something like “treatment centers in del ray beach, Florida that accept insurance?” (We have the technology to do this today, many successful treatment centers are using it).

When we are spending as much as we can on marketing, let’s say 40% of our monthly revenue and we can’t keep our customers and we can’t make a profit it is time to reevaluate the whole business situation. Ask why? How can we do it better? Are we going after the right customer? Do we charge enough? Should we close? As Einstein said, “We can’t solve problems by using the same kind of thinking we used when we created them.” So do something, pick up the phone and call a website consultant or a internet marketing consultant, or do nothing and “play it safe.”