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marketing treatment – merging treating lives with business sustainability

Posted by on Oct 9, 2013 in blog | 0 comments

Treatment centers are in a tough spot in deciding the marketing approach to use, as there is a fair amount of prejudice around how this should be done, given that they are in the business of helping save lives. Setting aside the obvious natural mechanism of alumni referrals, many believe that marketing treatment centers should otherwise only rely on referrals from professionals who have regular contact with addicts and their families. That these professionals should assess any prospective client, and through knowledge of available services (ostensibly through the traditional referent marketing avenues) make the referral to the treatment center which is the best fit for the client and family. This is an excellent method, because in theory the client is placed where they need to be. But this does not constitute a well-rounded marketing plan, and in order to be successful in this industry we must diversify the effort of marketing.  In the implementation of this more complete marketing strategy, there is sometimes some internal consternation. A closer look reveals a core issue, which is rooted in a natural disparity: clinical ethics versus business sustainability. Suffice it to say, treatment centers must merge the life or death errand of treating addiction with the economic reality that to survive the business must be sustainable. Many treating clinical professionals develop a conflict with the  marketing department in regards to the effort of marketing treatment, or with leadership in the effort of sustaining the business end of the facility, and vice versa. It would appear that the ethics disagree. But is this true, or simply a communication and understanding issue? I’ve never met a clinician that didn’t want to help people. Ever. Further, I’ve never met a treatment marketer that didn’t want to provide those clinicians with people to help. And any good marketer knows that in order to fulfill that goal the people they funnel into the treatment center need to be appropriate placements. It seems to me that the relationship is quite complementary. Having said that, as a treatment executive I have observed a few tendencies. First, there is a tendency for clinical people who have become frustrated with a tough case to either deem it a bad admit or later an inappropriate for the center – and they often blamed the marketing effort for the placement. To eliminate the immediate problem, they mobilize to transfer the client somewhere else, somewhere more appropriate. Conversely, the marketers (including admissions) tended to take the position that enough had not yet been done, or that the clinical team is too narrow about the appropriateness of clients. Since a marketer or admissions person will likely become involved in the referral out, they wondered just where...

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drug rehab marketing – how do you do that?

Posted by on Jul 21, 2013 in blog | 0 comments

People often look at me in confusion when I tell them I’m in the business of drug rehab marketing. They wonder how a treatment center markets itself. Do they go under the bridge and find some fresh drunks to treat? Do they hang out in emergency rooms and wait for alcohol or drug-related cases to come in? Do they advertise on television and radio? Most don’t do any of those things listed above. Drug rehab marketing, like many other businesses relies primarily on relationships. Relationships between treatment professionals and their communities, between treatment professionals and other professionals, and between treatment centers and other treatment centers. Even relationships between the treatment-seeking public and the website of treatment center or helping professional is, in fact, an important relationship for drug rehab marketing. On television and radio, however, there has always been a small group of centers using this medium to attract customers. Many remember the slogan for Charter back in the 80s and 90s, “If you don’t get help at Charter, please, get help somewhere.” But this represents a very small percentage of providers these days. Drug rehab marketing relies on B2B, B2C type outreach strategies. I won’t go in to all of these in this post, but will go over some of the primary strategies. In regards to fresh calls for treatment, the B2B strategy is based on a single concept: through their own internal efforts of marketing, both B2B and B2C, any given treatment center will receive inquiry calls for treatment from families and patients where the patient is not appropriate for their center, for one reason or another. Because most good centers want the individual to get the help they desperately need, this initial center will refer the call out to another center who a) specializes in the area of need of the patient or family (clinical, geographic, demographic, or financial), and b) has a trust  relationship and like philosophy with them. The ability for the center receiving the referral lies squarely on how well they’ve marketed their programs to other programs. Here are some of the ways these relationships are developed. Conferences – Each year, there are numerous conferences held by various entities that treatment center personnel attend. National Association of Addiction Treatment Providers (NAATP) holds an annual conference. Foundations Recovery Network, a suite of treatment programs in several states, holds two conferences on each coast. C4 Recovery Solutions (C4 stands for Conferencing, Convening, Collaborating, and Consulting) holds 3 or 4 conferences each year. And there are many other conferences held throughout the year. Stakeholders in programs and related businesses attend these conferences for the purpose of visibility and relationships marketing – B2B. Outreach – Drug rehab marketing professionals...

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landings may not mean clients

Posted by on Oct 25, 2012 in blog | 0 comments

If I had a nickel for every time a marketing person, executive, or admissions rep said “we need more landings to our website,” I’d have a lot of nickels. Of course, getting traffic to your business traffic is important. But what’s more important is the quality of the traffic. Landings may not mean clients admitting to your center. These landings must convert to phone calls to your call center, and then those phone calls must be converted to admissions. If the quality of the landing is poor, meaning the user isn’t actually looking for what you’re selling, doesn’t have the resources to buy what you’re selling, or has landed for some other reason, then the landing count is misleading. Our customers face these challenges every day, and we try to help them by creating higher-quality traffic that converts. First, however, let’s delve into the landings, or “site visits” number a little more deeply. Google Analytics provides a multitude of metrics allowing webmasters the ability to analyze site performance. The top 7, listed on the overview page of Google Analytics are: Visits – total number of visits to the site Unique Visitors – the total number of visits to the site by unduplicated users Pageviews – the total number of pages the visitors viewed, even if they view the same page more than once Pages / Visit – the average number of pages during a visit to the site Avg Visit Duration – the average time a visitor spent on the site Bounce Rate – the percentage of users who only viewed one page and then left the site % of New Visitors – unique visitors divided by total visits Many people focus on the first number as the most important metric. But a careful analysis of all these metrics, along with sales data from within your organization, are a more comprehensive tale of the tape. This is an area we could talk about for days, weeks, or months. This article won’t go that deep. But let’s look at some meaningful uses for these metrics as it relates to the helping professions – drug & alcohol treatment centers, etc. First, unique landings is a more important number. This is the point of first entry. This user (or more accurately, their IP address) has never been to the site before, within the set reporting period. Setting aside the dynamics of IP address assignment, let’s just go forward on the premise that this is a new user. From a standpoint of general traffic, this is the number to focus on. Pageviews, pages/visit, average visit duration and bounce rate indicate engagement, or the attention span of the user in your site and it’s content....

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maddmarketing – wordpress website engine

Posted by on Aug 6, 2012 in blog | 0 comments

MaddMarketing uses the WordPress website platform in most customer work. We do this for several reasons – it’s cost effective, highly functional, highly flexible and very SEO friendly. For larger sites demanding more technical applications and functionality and robust CMS, we use Joomla or Drupal. All three of these platforms have diverse strengths, and are Open Source, making them great CMS systems to help our customers reach their web marketing goals. WordPress is also one of the most cost-effective engines available to power websites. With thousands of themes to choose from, most very reasonably priced, a small startup can acquire a sleek, aesthetically pleasing web presentation for half the cost of more high-end solutions. Plugins that provide functionality, from members only sectoring to SEO tools, are available at very little cost or, in many cases free. WordPress was originally introduced as a blogging platform in 2003 by Mat Mullenweg and Mike Little. As of August 2011, 20% of the world’s websites were running WordPress. CNN, Ford, Yahoo and GE are just a few major businesses using WordPress. WordPress also does well with search engines, due to it’s simple, straightforward PHP and SQL architecture and easy-to-crawl code. MaddMarketing prefers the WordPress engine to power the websites it creates for customers. But we recognize that it’s not for everyone, so we offer a variety of solutions to fit the needs of each customer. Call us at 800.315.0150 to speak with us now or fill out our contact form and a representative will contact...

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