How to Turn a Distressed 50 Bed Detox and Residential Facility Around With Digital Marketing`
A well executed digital marketing strategy will generate website leads and phone calls that will eventually lead to admissions. This is a step by step guide / article on how to have success in non-technical language.
We assume that you already have an online presence or a website. Rebuild the website in WordPress if it is slow, poorly designed, and or/ not mobile friendly. Speed and usability are critical. High quality images are also critical. If you don’t have professional images, then use a newer cell phone to take the best pictures possible. Highlight your staff and give each one their own website page. People do business with people the know like and trust. You also want to highlight success stories. Success stories and testimonials create trust. Trust is what gets people to respond.
Re-establish an online presence: The website must showcase your facility, services, and treatment approach. The website must be easy to navigate, be well branded, have a unique name and a trustworthy logo and not something that was generated on a clip art software program. Establish a blog that is updated at least 1X or 2X a week.
Optimize your website for search engines: Research and implement search engine optimization (SEO) techniques to make sure that your website appears in all the search engine results. Focus heavily on Google My Business because this is where most of your local search volume can come from. GMB is oen overlooked and it can be the gift that keeps on giving you the highest quality calls and leads. Make sure that you use relevant keywords in your website pages with proper descriptions and title tags. Do create new and fresh content on your GMB listing so that it always bubbles up to the top.
Utilize drug rehab online directories: Make sure that you list your website on as many of the drug rehab specific websites as possible. (Using generic directories is also helpful but drug rehab directories are the best). Start with this drug rehab directory list. Each one of these directories is doing their best to optimize their website for Google. This means that the traffic coming from this should be highly qualified for people seeking addiction treatment. Make sure that you use the same exact address in each one of your listings. Do not abbreviate Suite 100 to Ste 100. Sometimes computers will look at them as 2 different addresses. Keep the listings updated and use recent photos.
Leverage Social Media Platforms: Create COMPANY profiles on all the large platforms and pay special attention to Facebook, LinkedIn, Twitter & Instagram. Use these platforms to distribute content from your website. Encourage people to interact with your posts. Also respond promptly when they reply to you. Comments and replies build trust within your organization.
Pay-Per-Click (PPC) Advertising: By running paid ads on Google, Bing or Facebook you will increase your odds in getting quality traffic to your website and calls into your phone room. The downside is this can cost you a lot of money and we recommend that you either know what you are doing or hire a very experienced person with drug rehab PPC. Your cost per admission using PPC will typically run you $2500 and higher as of this writing in JUN 2023. Do the math if you want 50% of your 50 beds to be filled with PPC. Your business must be funded and capitalized. Knowing how to write compelling ads is key, running split tests and scoring calls is paramount. There is a governing body in PPC advertising and it is called LegitScript. This is a whole separate blog post.
Content Creation and Content Marketing: First and foremost your treatment pages must be extremely well written and comprehensive. Writing only 50 words to talk about your detox and residential program is a complete failure. Why should anyone trust you? You have put zero effort into your content or your product/service. We recommend that each level of treatment should be at least 1,200 words with professionally written and informative content. If you cannot write the content call us and we will recommend drug rehab writers to help you. You must set aside a monthly budget to do this. Creating blog posts, articles, guides, videos, Youtube Channels and Youtube Playlists are a great way to develop more trust and brand awareness.
Call Scoring is the Secret into Call Tracking: First off if you have a vanity number like 1-800-DRUGREHAB you won’t know which call sources are giving you the best calls. Do not do it. Use a call tracking software package like Call Tracking Metrics and utilize the dynamic number insertion. For example, if you have a special tracking number from the Psychology Today website then when the user visits www.psychologytoday.com then your tracking number will swap out on your website with the Psychology Today tracking number. When a user calls your facility, you will know that they originated on the Psychology Today Website. Next step is to score that call. It takes 10 seconds. Tag the call as Aetna, Medicaid, good call, cash pay, VOB, admission etc. Running these reports will provide you with the most important marketing data and tell you where your advertising dollars are working best.
Make Sure you Get Online Reviews: Reviews are your ticket to trust. Think Amazon. Amazon has all kinds of product reviews. These reviews are helpful in helping the prospective user determine if they are making a good decision in their next purchase. The best place for an addiction treatment center to build trust is to get great reviews on your Google My Business page. At the same time if you get a bad review address it immediately. Do not try and fight it. You will lose and it can hurt your business. It is our recommendation that you have a no disparaging release when the patent comes on board.
Invest in Professional Photography: Great quality images are your friend. Hire a real estate type of photography company that can put your facility in it’s best light. For example, a company that we have hired in the past for rehab photography is Hubcam. Images are assets and they can be shared on social media. They will enhance your brand and help you create more trust.
Drug Rehab Marketing Requires Consistency and Flexibility: Continually monitor and track your digital marketing efforts. If something works do more it and do it better. If it does not work cut it or change it.
Testing and tracking is our key to success. At minimum you will need at least 200 phone calls to determine if what you are doing is working.