Millions of people in the United States are battling addiction. Fortunately, many people have benefited from rehabs such as medication-assisted clinics. However, despite this, there can still be a stigma associated with rehab treatment. As a result, medication-assisted clinics (MACs) can face friction when trying to find new clients.
Despite the stigma of medication-assisted treatment (MAT), MAT is effective in treating alcohol and opioid use disorders. According to the Substance Abuse and Mental Health Services Administration (SAMHSA), MAT has been shown to increase retention in treatment programs, decrease illegal drug use and other criminal activities, increase the ability to gain and maintain employment, improve birth outcomes for pregnant women in treatment, and save the lives of those with opioid and alcohol use disorders.
There is one key aspect to attracting new clients that many medication-assisted clinics miss with their marketing. Medication-assisted clinics marketing should focus less on selling to the customer and focus more on helping the client.
This aspect is important for medication-assisted clinics to have the right tone to get their organization noticed by the right clients. Focusing on the tone of a medication-assisted clinic’s marketing campaign can change everything.
The Importance of Digital Marketing for Medication-Assisted Clinics
The vast majority of patients and healthcare look for treatment options online. In fact, patients who book health care appointments online ran three times more searches than those who didn’t. It’s safe to say that the average healthcare consumer journey includes a lot of research. Potential healthcare clients look online to evaluate providers before they make a decision.
An online presence is now the equivalent of a storefront, especially for medication-assisted clinics. As a result, having an engaging digital presence is key to finding a new clientele.
Digital marketing helps companies reach their target audience to promote their services. Digital marketing provides companies with an opportunity to show potential clients exactly what they’re looking for. In addition, for medication-assisted clinics specifically, digital marketing provides the opportunity to create a compassionate tone that speaks to potential clients.
The Power of SEO
Search engine optimization or SEO, is a very important part of digital marketing.
What is SEO? SEO is essentially optimizing a website or piece of content so that it ranks higher in Google search results. The overall goal of SEO is to make a website more visible for people searching for keywords that are related to the content of that website.
It’s important to note that SEO is not a quick fix. SEO is usually an ongoing process that requires continuous attention and effort to achieve and maintain high Google rankings. However, SEO results are well worth it.
How SEO Can Transform a Medication-Assisted Clinic’s Marketing Campaign
SEO is incredibly beneficial for marketing campaigns. When someone is looking for a medication-assisted clinic, they’re usually searching online. By optimizing a company website for SEO, a company can make sure that their clinic will appear at the top of the search results when someone is searching for their services.
As a result, that clinic will have approved visibility and credibility. People are more likely to click on the first result in a Google search. In all honesty, it is very rare that people go beyond the first page of Google search results. The closer to the top a clinic shows up on Google search results, the more likely it is that potential clients will click on their website.
A comprehensive SEO strategy allows medication-assisted clinics to benefit from increased traffic from organic searches. As a result, they can provide potential clients with the value they are looking for. Here at Stodzy, three key elements when we are helping our clients with an effective SEO strategy. Those three key elements are:
Backlinks are a great way to show credibility. In addition, they also allow clinics to rank higher in search results. However, a good backlink is often created by creating relevant content for potential clients.
Content is one of the most important aspects of a digital marketing strategy. Relevant content like blogs should focus on topics related to medication-assisted treatment. This content will be relevant for potential and current clients. Using SEO keywords this content will rank higher and introduce clients to the services they are looking for.
The right keyword can help a clinic rank high in Google search results. This can be done using relevant words and phrases that people who will be looking for medication assisted-treatment would search for.
The Power of Social Media
It is essential to note that marketing for medication-assisted clinics is more about connection and compassion rather than selling a product. With that in mind, social media is a powerful way to connect with potential clients.
The average person spends a tremendous amount of time on social media. For example, Facebook is the largest platform used. There is a large audience that can be reached through social media marketing on Facebook, as well as other social media apps.
Social media provides an opportunity for medication-assisted clinics to build a community. This is very important because community and connection are key parts of rehab treatment in general. Clinics can also funnel traffic from social media to their sites.
Clinics can use social media to stay connected to alumni who have successfully completed treatment. Also, clinics can use social media to create a positive and supportive environment that encourages those hesitant about treatment to seek treatment.
Much like a blog, MACs can use social media to:
- Promote their services
- Build trust with the audience
- Build credibility
- Become a trusted resource for patients alumni, and families
Pay-per-click or PPC is a digital marketing strategy where advertisers can pay a fee each time their ad is clicked. This is a very popular form of digital advertising because it allows companies to target a very specific audience. In addition, companies can track how effective these campaigns are.
PPC campaigns are very targeted. As a result, companies can reach a very specific audience. This can lead to relevant lead generation. With a PPC ad, a company will bid for specific keywords as well as a specific position on Google search ranking.
In other words, PPC allows companies to pay for keywords and placement in the top search position. If someone searches for a specific keyword, a clinic can pay to appear in the top search position.
This can be very beneficial as far as lead generation. It is important to note that PPC campaigns can be expensive. However, if it fits within the marketing budget it can be very useful.
Local Search Marketing
Local search marketing is extremely important for medication-assisted clinics’ marketing campaigns. This is because people in the local area will have will be searching for services in their local area. Clinics can use the right keywords to connect potential clients with their services.
Rehab businesses and clinics should be listed in Google’s business directory. While these listings should not be relied on solely, they are a great way for clinics to show toward the top of Google search results after a user has conducted a local search.
Google My Business (GMB) listings can provide a useful platform that shows a clinic’s services when a person uses localized keywords. If a clinic ranks in the top results, organic leads are more likely to click on that company rather than competitors.
Local search marketing can help those with limited access to providers find nearby service providers. For example, in the case of medication-assisted treatment (MAT) clinics, targeting rural areas nearby could lead to higher rates of conversion.
According to a 2019 article in The Journal of Rural Health, while MAT access has improved since 2012, “[m]ore than half of all rural counties (56.3%) still lack a provider.” In addition, nearly one-third (29.8%) of rural Americans live in a county without a buprenorphine provider, compared to 2.2% of urban-dwelling Americans.
Thus, local search marketing for medication-assisted clinics can help rural Americans connect with providers within their area.
Email marketing is another powerful digital marketing tool. Email marketing allows clinics to build relationships with patients and families promote services and have better patient outcomes.
Medication-assisted treatment clinics can leverage email marketing by sending out regular newsletters, updates, and other communications. As a result, clients and family members can stay informed about the latest developments as well as relevant information about the services the clinics offer.
Email marketing campaigns are a great way for clinics to build trust and credibility with their audience. Furthermore, clinics can use email marketing to promote services. Targeted email campaigns can highlight the benefits of medication-assisted treatment.
Clinics can use this as an opportunity to provide educational information about the importance of seeking treatment and the benefits of treatment.
Email campaigns can also provide more consistency. Social media strategies may need to change based on algorithm updates. However, this is not the case for email strategies as these campaigns are directly sent out by companies to their audience.
At Stodzy, we provide medication-assisted clinics with useful tools to help them build relationships with both current and potential clients. We aim to help clinics create relevant emails that encourage engagement and reach the right people.
With our help, clinics can:
- Track successes
- Grow subscriber list
- Increase retention rates
- Measure results
- Increase traffic
Call tracking is an important part of marketing for medication-assisted clinics. Call tracking is a great way to track important details from incoming calls. For example, companies can track who called when they called, and where they were located. This gives businesses important insight into their client base.
Healthcare businesses can use this information to expand their business in valuable ways. An example of this would be a clinic receiving a call and the clinic can then identify which marketing campaign prompted that phone call.
Here at Stodzy, we can help facilitate call tracking as well as lead nurturing. Marketing is great, however, the bottom line is without leads there is no business. Call tracking can help medication-assisted clinics track where their leads are coming from. As a result, clinics can use these metrics to improve their processes, thus creating more leads.
As stated in the call tracking section, without leads there is no business. No matter what industry it is, businesses need leads to stay in business. Therefore, lead generation is an integral part of growing and maintaining a business. Lead generation for medication-assisted clinics is most successful when it targets those who are most in need of the clinic’s specific services.
There are a few different ways to generate leads:
Generating Leads Through Third-Party Vendors
Finding qualified leads from a rehab lead provider can produce be beneficial for rehab businesses. Finding a good third-party vendor can put mental health facilities directly in front of the people looking for their services. However, working with third-party vendors is not always a walk in the park. Here at Stodzy, we have marketing specialists that can help clinics leap over this hurdle.
We can help medication-assisted clinics create lead-generation systems that target clients looking for those specific services.
Social Media for Lead Generation
Social media sites like Facebook can be leveraged to help develop leads for clinic sites with ads that can drive low-cost traffic to medication-assisted clinic websites. For this to be effective, clinics must target the groups of people that need their services. Facebook ads typically have a high conversion rate. As a result, targeted customers can become paying clients after seeing these Facebook ads.
Facebook funnels low-cost traffic to landing and landing pages. This can bring many potential clients to rehab websites. Facebook ads are especially useful when coupled with something along with the explanation of the value offered. For example, providing a free initial appointment or free information on how to assist with a specific mental health challenge can help bring in new clients.
It’s important to note that, tailoring Facebook ads to specific demographics can really help businesses hone in on those who are looking for rehab services.
Search Engine Optimization for Lead Generation (SEO)
Search engine optimization, or SEO, helps websites rank high on Google for specific keywords and phrases. This puts clinics directly in front of those who are searching for rehab services.
The goal with SEO is to have the right keywords that potential clients would use to find rehab services. Using these keywords puts clinics at the top of Google search results. This is especially helpful for medication-assisted clinics because many people searching for the services look online to find what they need.
If this sounds a bit confusing and overwhelming, that’s okay, it can be at times. However, at Stodzy, our marketing specialists specialize in this type of work. With the help of the experts on our team, clinics can focus on improving the value that they bring to those that need their services.
Google Ads and Adwords
Google ads and Adwords are other examples of profitable lead-generation strategies. When potential clients search for specific keywords online, these ads will show up in the search engine. Thus, conversion rates will increase. This is similar to Facebook ads only those searching on Google are usually looking for a specific answer to solve a problem.
As previously stated, many people looking for healthcare and mental health services search online before they make a decision on choosing a service provider, a clinic being at the top of these results is highly beneficial for obtaining leads that convert.
The Shocking Power of Content Production
One could say, content is currently the name of the game in internet marketing. That goes for any business, especially rehabilitation clinics. Clinics should be creating quality content consistently. Why? Creating quality content consistently can help businesses become trusted authorities online.
This can be done by providing hopeful information on topics such as mental health addiction treatment recovery and medication-assisted recovery. Providing this kind of information helps clinics stand out, thus making potential clients more comfortable with choosing a clinic for their services.
Content can come in many forms, however, blogs are some of the most accessible content for users searching for services and information online. Blogs can help clinics become more visible to potential clients on search engines such as Google. As a result, this can turn into more website traffic.
Word-of-Mouth Marketing Still Works
While digital marketing has shown to be extremely beneficial for all businesses, word-of-mouth marketing should not be completely counted out. There was a time when referrals from friends and family were arguably the most effective marketing tactic. Despite the rise of internet marketing, word-of-mouth marketing is still an effective marketing strategy.
Further, this strategy is free. If someone has successfully completed a medication-assisted program, they are likely to be happy with their results. These individuals will tell friends and family who may be dealing with similar issues about their experience. This is very powerful because potential clients usually decide whether they will use a company’s services based on other people’s experiences.
The best way to get people to recommend services to others is to continue providing quality care and services. Staying in touch with alumni can also be helpful. In addition, hosting events and getting involved with the community are also great ways to get a clinic’s name out to a local audience.
Ensuring clients and their loved ones have a positive experience makes them likely to recommend a clinic. This is a very powerful marketing tool.