Churn Baby Churn – Drug Rehab Lead Generation
The drug rehab lead generation business is going through a transformation. Addiction treatment centers are churning through 10’s of thousands of calls every day. At the same time those same addiction treatment centers are churning through lead generation companies faster then politicians can change their minds.
Drug Rehab Lead Generation
Drug rehab lead generation is a little bit different than mortgages, insurance, telecom, automotive and other big ticket lead generation. We have seen many companies enter the addiction treatment field. Some are doing well others are not. The ones that are doing well are the ones that keep advertising and showing up at every trade show. The only way to pay your own marketing bills is to keep selling existing clients and generate new clients, this I how we determine if they are doing well or not.
Are Paid Drug Rehab Leads Really Worth It?
Here is what we are hearing about the paid for treatment calls or the drug rehab lead generation companies. “Those leads suck. None of the leads are any good. They are all Medicaid drug rehab leads. The leads are too expensive. None of the leads are qualified.” Let’s face it drug rehab and addiction treatment leads inherently have huge issues. Why? Because when people use drug or alcohol they lose their jobs, their families, their money, their friends and anything else of worth either spiritually or monetarily. Hence, many are bankrupt and destitute. If this is the case, then many can’t afford to even pay the rent this coming month. Welcome to the drug rehab business.
Buying paid for treatment calls or drug rehab leads is a good way to supplement your marketing campaign, not use it as a primary source of incoming business. Why? These calls are not nearly as well qualified as a caller who visits your website and has read over the material, knows where you are located, knows who is providing the service, knows the type of services being provided and has familiarized themselves with your business. These calls are generated with a generic ad on TV or radio or the Internet. Your brand name is typically not attached to it.
Best practices addiction treatment businesses lead generation has several lead sources. Typically, the 2 most dominant sources are sales people or on ground marketers (can also be called referral sources) and the Internet. The internet has several subcategories for example: SEO, PPC, Social Media, Referral sites like soberrecovery.com and rehabs.com. What we have learned over the years in analyzing the website traffic and phone calls SEO or organic search traffic tends to be the highest qualified traffic with the longest on site time and the highest quality phone calls. We consider high quality phone calls to be over 10 minutes in length and these calls typically are scored as the highest percentage of admits amongst of all internet traffic.
As with any addiction treatment business or drug rehab center when things are slow it is tempting to “buy leads.” As a matter of fact, we recommend that some rehabs buy leads. It is a short term strategy. However, the rehabs have to keep this in mind, they have to have a “real call center” that can field and close these calls. This is first and foremost we have to be able to answer the calls if we are buying them, we can’t buy calls and not have them answered. The problem I keep hearing over and over is “the leads are no good.” Actually the leads are good, it is just 90% plus will be unqualified because in the drug rehab space too many people have pissed away all of their personal resources and they tend to have spotty employment which can mean that they might not have company health insurance.
So when we say “churn baby churn” we are seeing a lot of rehabs go through a lot of “paid for treatment calls” and drug rehab lead companies promising high quality calls and their rehabs have a tough time converting them. Next, they hire a new lead generation company expecting a different result. In a lot of cases the lead generation companies are using all of the same 5-6 sources so the results will be close to the same as before.
At the end of the day it is best to develop a long term strategy with sales people and organic SEO to sustain your business. This requires time, money and experience. Hiring companies whose pedigree is not in the addiction treatment field or drug rehab business can be a bit of an expensive adventure.