Want to learn the best ways to increase your treatment center census? We have experience in helping addiction treatment centers fill their beds.
Every business requires a steady flow of customers — the addiction treatment field is no different. There are many ways to attract clients to your business, with the Internet being one of the latest ways to attract clients, however it can be prohibitively expensive.
FACT: In 2012 the cost of Google Adwords PPC Advertising went up 70% in the drug rehab business! This massive marketing inflation was probably the result of the Panda and Penguin updates. I have a client who says the Panda and Penguin updates are misnamed and need to be called the “Benjamin and the Franklin” updates.
“Google hauled in $2.89 billion, or $8.62 a share in its fourth quarter, compared with $2.71 billion ($8.22 a share) a year ago.”
If you take a look at Google’s 2012 Financial Tables you will see their consistent growth. With these kinds of numbers you want to make sure you are using people who have deep experience not only with Google Adwords but also in the Drug Rehab industry.We have found over the past 5 years in the addiction treatment industry that some clients are cut out for online lead generation while others are not. The learning curve is steep, it can get very expensive, and some clients don’t have the stomach online marketing. On the flip side, if the client does have the appetite for addiction treatment lead generation marketing, massive success can be achieved. We need a plan that someone needs to execute — either the client, the vendor, or in an ideal world, both. The key to success is to stick to the plan and make necessary adjustments along the way.
Addiction treatment lead generation requires two mindsets:
- Lead generation is an investment in the long term sustainability of the business
- Lead generation has to be trackable in order for you to succeed
Lead generation requires an investment. The amount of the investment depends on how fast you want leads, how many leads, and the ability for the center to adapt to the incoming inquiries. If you don’t know how to prepare a marketing budget, I can help you in 5 minutes over the phone. The best leads you get will originate on your web site or from your people on the ground. This is what experience has taught us as lead generation professionals.
Google controls a lot of lead generation. Unfortunately, Google is also unpredictable. “Managing Google” requires full time technical support. It is our opinion that we want to use Google for generating leads, but we don’t want to become completely dependent on them because we want more control over our own destiny. Additionally, Google’s leads are becoming the most expensive in the industry. This is the case because Google has set up an auction like system, where the highest bidder wins in SEO and SEM.
Drug Rehab Owners Need to Focus on:
- Website visit-to-call ratio
- Lead Quality
- Lead Volume
- Cost Per Lead
- Cost Per Admission (or Cost Per Sale)
Here’s the real problem that no one will share with you:
There is only so much “search inventory” online for people seeking drug and alcohol addiction treatment. Since scores of addiction treatment centers want access to this limited audience, they are going to have to “pay to play.” While there are some treatment centers that have significant budgets for SEO and SEM marketing, unfortunately most don’t.
As of March 2012, Google has shuffled the deck again and each time they do it becomes more expensive to play the Google game. We have learned doing SEM or PPC that a significant portion of website visitors come back using Google Adwords. So let’s say if they found you searching on “drug treatment center in Massachusetts” on a Monday. They clicked on your PPC ad and it cost you $20. They come back again on a Thursday doing a search on the same keyphrase, you will get clicked on again for another $20 by the same person — ouch! Do this enough times and you are going to feel it in your bank account.
Google delivers a large volume of high quality leads. However, if we can’t get the cost to a manageable level, what’s the point of bringing in a new patient if the cost to bring them in is $15,000 (per admission) and the revenue generated is $20,000? We are seeing treatment centers online efforts being derailed by the recent Google algorithm changes like the Panda and the Penguin Updates.
So what is the solution?
Take a benchmark of where you are today and come up with a strategy that works within your parameters. We suggest that you take more of a blended holistic approach to lead generation and utilize several different methods for generating website traffic and incoming phone calls.
Call us today for a free consultation at 781-405-5815 and together we can determine if there is a possible fit. We will provide you with the latest techniques which will bring you an audience where you can sell your services and still make a profit at the same time.
If you aren’t using Google Analytics and Google Webmaster Tools today (completely free, insightful tools from Google), we suggest that you install these ASAP on your website. If you want help installing Google Analytics and Google Webmaster tools, call us at 781-405-5815 and we can install and configure everything on your existing website for $150.00. It is critical you know who is visiting your web site, how long they are staying, what are they looking for, what pages they visited, where are they coming from, and how they found you.