B2C: Digital Marketing Analysis and Strategy Development
Effective digital marketing in the treatment center and behavioral health space is highly specialized.
Google has implemented algorithm and policy changes targeted directly at treatment centers, which makes it important to work with a firm that has successfully driven growth despite their constant changes.
Treatment centers often miss their census goals because they work with an agency or consultant that does not know the behavioral health customer, is not familiar with the search terms that convert, or how to optimize campaign performance based on data captured on a phone call.
Agencies often make this claim in their sales pitch: “If you know how to set up a campaign or content strategy in one industry, you can do so for any industry.”
DO NOT BELIEVE THAT CLAIM.
Behavioral health marketing is unique.
It’s not the same as running a retail campaign with a shopping cart, where you can use this data to retarget visitors. HIPPA regulations restrict how you can retarget visitors. The fact of the matter is that you cannot get the same volume and quality of data from a phone call – even if they’ve visited your site a dozen times – that you can get from people who abandon a shopping cart. That’s why leveraging call tracking tools and integrating them with CRM is critical to successful digital marketing and campaign optimization in the behavioral health space. To optimize campaigns for the best chance of success, you need data from these tools combined with CRM data entered by your admissions team.
Census By Design can conduct a comprehensive assessment of your direct-to-consumer marketing performance and implement a strategy that will result in more qualified calls from your organic and paid search investment and increase social media presence.
We Specialize In:
- Current website and campaign evaluation
- High converting website development
- SEO Content strategy
- PPC Campaign Strategy
- Legitscript Certification
- Social Media Engagement
- Reputation Management
- Google Local Listing Management
PPC Campaign Strategy and Implementation
Google AdWords is an important tool in the treatment center advertising space.
PPC is critical to your patient acquisition strategy, because Google favors ads by placing them at the top of the results page – and we all know most searchers don’t dig very deep for information. That’s why many treatment centers become LegitScript certified and invest heavily in their PPC advertising.
However, many treatment centers hire agencies that lack experience tracking and measuring the effects of an offline conversion (phone call vs. shopping cart checkout) generated through the PPC channel. This is a mistake that drives up advertising costs for everyone.
At Census by Design, we’ve developed a robust strategy to optimize PPC campaigns. We synchronize data from your AdWords account, Google Analytics, Google Search Console, and the CRM data collected by your admissions team – and our process yields results. We have over 20 years of treatment center campaign development. We know the right keywords, geographic targeting, and audience demographic to deliver high performing ads that convert inquiries into patients.
SEO: Search Engine Optimization
Content strategy for organic traffic to your website is another investment you need to make if you plan to scale. We often hear executives refer to organic traffic as the “fee clicks.” Yes, while you won’t be charged for the visit, it’s not free.
You cannot just put up a website and expect free clicks.
SEO is a strategy that takes ongoing investment in order to gain a good position on the search engine results page (SERPS) on relevant search terms. For most patients, your website will be their first experience with your brand. They may have heard about you from a clinician, but most people will google you before they make a call and will visit your site 7-10 times before they admit. You need a site that’s compelling, communicates your differentiators, provides helpful content, and encourages the visitor to reach out. Census by Design will develop a high converting keyword content strategy to drive qualified visitors to your website which will produce high quality calls for your admissions team.
Social Media
With rare exceptions, social media in the behavioral health space is not ideal for lead generation. It should be used for brand engagement and messaging, as your patients do expect to be able to look you up and reach you on all of the popular platforms. Paid social media should be used as a vehicle to promote events. Your outreach team should proactively share and comment on your posts. Census By Design will develop automation that updates your social media pages when you post to your blog, which guarantees consistent brand messaging across all of your digital platforms. We’ll also train your employees to engage appropriately and productively across all social media and digital platforms.
Reputation Management
Brand reputation management incorporates reviews from your patients as well as managing your image on employment sites. It’s important to maintain a positive image, because people seeking treatment or considering joining your company will read available reviews on your program before they admit or sign an offer letter.
Too many negative reviews without a balance of positives will concern potential patients and drive them toward your competitors. We’ve observed the following trend: your unhappy customers and employees are more likely to write a review, while your happy clients who have no gripes want to maintain anonymity and get on with their lives. This is understandable. Despite a broad reduction in stigma, the fact is that your mental health treatment status is nobody’s business but your own: who wants to tell the world the details of your mental health situation?
Census by Design will analyze your digital reputation and implement an automated system for requesting legitimate positive reviews. We’ll also provide guidance on how to respond to negative feedback, and most importantly – when to leave it alone!
