Why Finding a Key Differentiator Is Crucial to Drug Rehab Marketing Strategy
Whether you own a drug rehab, have invested in an addiction detox or treatment business or work to support their marketing initiatives, there’s one thing that many will forget when it comes to positioning the business to succeed. You need a key differentiator, and here’s why. Without it, you can easily lose focus on what sets your business ahead of your competitors. And if you can’t keep that straight, you certainly can’t expect your client prospects too either.
Put Your Loved-One-Of-An-Addict Hat On
Some people pride themselves on being excellent multitaskers. While this is the new norm in society (and business), what will really set your drug rehab apart from others is how well you are able to put on a lot of hats. In particular, if you are adept at wearing the hat of a parent or other loved with who has concerns about their family member struggling with drug or alcohol abuse, it will be your crowning jewel in the addiction treatment industry.
As long as your marketing addresses their needs, you’ll have their attention. But this is where drug rehab marketers and treatment owners can go sideways on their marketing strategies.
Remember to Ask Yourself “Why”
It’s okay to feel good about what your drug rehab business has to offer. But when it comes to facing your admit prospects (that’s what your marketing is all about) the focus should be on those people and how what you have to offer is the perfect fit.
Aha! Now we’re at that pinnacle point in this conversation. Is it truly possible that you can provide the right services for every person who needs addiction treatment and recovery? (If you could, you must have extremely deep pockets and a lot of real estate).
Because there are thousands and thousands of people who are searching for addiction treatment (just ask Google) you simply can’t accommodate them all and it doesn’t have a lot to do with your finances either.
Different Addiction Treatments Appeal to Different Audiences
There’s an aspect of hypocrisy when drug rehabs position themselves as providing “individualized care”. Maybe you’re one of them. It’s true that this is the best course of action for anyone needing treatment. However, (now put your family member needing help hat on) wouldn’t you rather find drug treatment that focuses on the needs of opioid addicts, instead of cocaine, since your son (theoretically) has a heroin problem?
In fact, you might even search Google like this: heroin addiction treatment. Here’s where it gets interesting. Let’s say you actually do have a full spectrum of drug rehab specialties. And while that might be impressive in sheer numbers, if I’m looking for experts to help me with my son (again, theoretical) who has a heroin problem, all your other offerings don’t mean diddly-squat to me. All I care about is getting the best treatment available for his heroin addiction.
Silo Services Are Great for Lead Gen
I’ve seen many addiction treatment and ancillary businesses add specific silo pages to their websites. These are verticals within the industry that might not actually be offered at their facility, but nonetheless, the info is out there. The reason? When you push web data on your site that talks about detox, for example, and you don’t have detox, you can still generate leads based on that content and refer them to other places. It’s still valuable to your business.
But it also creates a lot of extra work for you. Maybe it’s worth it. Maybe it isn’t. Though here’s how content over-coverage can not only be misleading, but give your business more than it bargained for.
Mediocrity Will Get Your Drug Rehab In A Lot of Trouble
Nothing is more powerful than a strong, verified testimonial. It’s the golden apple to drug rehab. Because it’s difficult to quantify success rates in a business based on a recurring disease, and the associated rates of recession, offering many drug treatment services can seemingly fulfill the needs of many at first glance. On the flip side, by saying that your drug rehab is all things to all people, can set you up for a backlash of disappointment echoed by your patients, their families and friends, and further shared across social media.
Think of it as a revolving door that keeps slapping you in the face. If your business doesn’t truly offer silo industry specialties, you are setting up the wrong expectations to your customers and clients. You can do better. They deserve better.
With a Specialty, It’s Easier to Build Trust
Let’s dial this back to my son who can’t seem to kick his heroin habit. Let’s say he’s already been in and out of rehab but continues to use. As you can imagine, finding a facility that specializes in opioid addiction detox, treatment and recovery would be ideal. In addition, since I’m a parent who has been through this rodeo before, my level of trust about the addiction industry is probably at an all-time low.
Even though this is a fictional scenario, too many of our client prospects live this reality and it’s something that should serve as a moniker to all of our marketing efforts. This is the crux of why establishing a key differentiator to your business is crucial to bringing in the specific people who will benefit from your offerings.
Benefits of a Key Differentiator in Drug Rehab Marketing Strategy
- Client need meets drug rehab fit
- Increases likelihood of success
- Positive client experience
- Adds credibility
- Adds referrals
- Social media shares
- Strengthens brand awareness
- Extends market reach
As behavioral health care facilitators, we know the importance of building solid relationships and nurturing throughout the lifecycle of drug rehab marketing. This cycle begins long before we ever meet a client and long after they leave our doors. Relationship building is forever and trust is the one element that glues it all together.
Your key differentiator is what your relationships must be built on. It will help separate you from competitors as well as establish your business brand.
But if you’re still stuck in the service offering forest, it’s hard to see your differentiator when it’s hiding in the trees.