When growing a drug rehab company, building a rehab marketing strategy is an important element that should not be overlooked.
Like with any other industry, a drug rehab marketing strategy needs to be unique and properly positioned to reach your rehab target market and allow them to develop a relationship with your brand.
In this guide, we will review some elements that have proven to be extremely effective for growing a rehab business with digital marketing. From IOP, detox, to inpatient drug rehab facilities, these tactics have been used by many rehab marketing companies such as ourselves.
We will be going over a TON of info, so we’ve added a table of contents to help you navigate the contents seamlessly.
Whether you operate an IOP, detox, clinic, or inpatient rehab treatment center, Google Ads is a tool that can help immensely. Google is a tool used every day by folks looking for drug treatment, detox, IOP, and inpatient treatment facilities. Google Search, Google Display, and Google Video campaigns are all solid choices for drug rehab marketing. Here is a detailed look at the three campaign types that should be on your radar:
Google search ads reside on search engine results and help connect organizations with potential customers when they are searching for related products or services. Search ads are extremely effective for drug rehabs. Unfortunately, the cost-per-click for rehab-related keywords can be high. A well-built drug rehab search campaign will deliver clicks at an average of $12.50 per click.
It’s important to always include ad extensions to provide location, sitelinks, and phone number inside the ad itself.
Once you create drug rehab marketing campaign on Google Search, you can also integrate your account with Microsoft Ads to reach users on alternate search engines.
When you’re scrolling the internet and see a banner advertisement with a blue triangle in the corner, this is a display ad. Advertisers enjoy the low cost-per-click from these ads. However, a poorly built display campaign can turn into a money pit.
In the drug rehab world, display ads can become effective when setting up a remarketing campaign.
A remarketing campaign refers to a campaign that is targeting an audience set that has already visited your website. Remarketing campaigns are especially effective for treatment centers because the customer journey can often take several months before a purchase is made.
We recommend using a graphic designer to build these ads. However, if hiring a designer isn’t an option, responsive display ads can be created by importing multiple images and writing headlines.
Video marketing campaigns are one of the newest campaign types available. Much like Display, the cost for each click on a video campaign is on the lower end. These ad types are perfect for brand awareness. Beware, the conversion rates for these campaigns is on the lower end.
Whether it’s Facebook, Instagram, or even TikTok, social media platforms are great channels to advertise drug rehab services. Much like Google Ads, we recommend getting properly equipped with the tools needed to build successful campaigns. The information in this section should help.
Facebook Ads are used by most major drug rehab facilities and many small rehab businesses. These ads are effective for rehab programs due to the visual component of the advertisements. You are able to introduce your audience to your brand by showcasing specific programs at your facility. In this section, we will dig into some important aspects of a social media ad campaign for your rehab marketing strategy.
One of the main characteristics of the Facebook Ads platform is the audience capabilities. For instance, ads can be directed to specific age groups, genders, locations, and interests. How convenient is that? In addition, companies can create custom audiences by uploading customer lists from a spreadsheet. Facebook then matches the data with Facebook users and serves the ads to those individuals. For drug rehab marketing, audience building will make or break your campaign. Building your audience will likely be the most difficult part of the process.
Maybe you only want to show ads on Instagram, but not Facebook. The placements settings will allow you to select which placements the ads will and won’t appear on. Some of the common placements people use are Facebook feed, Facebook story, Instagram feed, and Instagram story. We encourage our clients to measure performance on each placement and turn off areas that don’t perform well.
Just a few years ago, there weren’t any restrictions around drug rehab advertising on Google or social media platforms. This caused a significant increase in 3rd party companies running ads to funnel struggling alcoholics and addicts into various programs. As a result of this increase in advertisers, the cost-per-click for many rehab focused keywords become expensive. It wasn’t unusual for a “rehab near me” keyword to be auctioned off for $100+ per click.
In an effort to weed out these 3rd party organizations, Google partnered with LegitScript, a compliance company that drug rehab programs need to work with to become certified to run digital advertisements.
The LegitScript application process is lengthy and includes fixed and annual fees to maintain the certificate. If you are going to be opening your drug rehab doors soon for clients and would like to run ads on Google or Facebook/Instagram, we recommend being proactive and applying for LegitScript as soon as possible. Although the application can take up to 3 months to be reviewed, LegitScript offers an expedited review process for an extra charge.
Over the last couple of years, TikTok has become one of the fastest-growing social media platforms. Individuals and companies are going viral every day by producing well-received content right from a cell phone. Although TikTok has an ads platform, a drug rehab brand can easily publish content organically and generate a large audience reach. Look at Banyan Treatment Center. This company began posting in March 2021 and has already generated over 20,000 likes and 10,000 followers within three months.
Some strategies we review can have instant results. For example, a Google Search ad may drive a client to visit your site and enroll in your 90 day inpatient program. Other strategies take time to develop, but end up being powerful once the machine is built. One of these main long-term channels every drug rehab marketing strategy should implement is through email.
There are tons of solid email platforms out there. The first step with developing an email strategy will be to select which platform to go with. Some popular platforms are Mailchimp and Constant Contact. With these accounts, you will be able to create an email list of your customers and share newsletters promoting your treatment center.
One of the best ways to organically grow your email list over time is to create a pop-up form on your website offering incentives to your users to subscribe. For instance, the pop-up may read “Subscribe to our email list for a exclusive blog posts and company updates.”
Google my Business is a free tool offered by Google to help local businesses be found on Google search and Maps. For local drug rehab marketing strategies, building an optimized GMB [Google my Business] listing is essential. If you already have a listing and want to see if it’s optimized, try our free GMB Optimization tool.
The number of reviews a business has is used as a factor when Google determines where to rank each listing. Because of this, it’s important for your furniture marketing strategy to include reputation management. On the backend of Google Business, there is a link to share your review form with customers. This is a tool that can help generate more reviews and, in turn, increase rankings.
Drug rehab is sensitive & expensive, making reviews even more important. Potential clients will certainly conduct due diligence to help determine which rehab facility to choose.
Aside from reviews, there are a number of other factors that go into your rankings. Some of these include:
A user-friendly website is one of the most important digital assets your drug rehab needs. This is the digital storefront that allows users to learn more about your brand, your history, and your services. A good rehab website will offer the user a visual representation of the services offered, staff background, and the admissions process.
Google Tag Manager is a tool that is used to organize tracking codes. When launching a complex digital marketing campaign, there can be several different tracking codes to add to the site in order to collect data and measure conversions. If there are too many tracking codes inputted manually, the website can become slow, giving the user a less ideal experience. If your rehab marketing strategy will be tracking many different actions on the site, we recommend using Google Tag Manager.
Seek out a local company to help you build a 3D tour of your facility. Many video production companies will have the camera that’s needed. This tour will provide your users with the opportunity to check out your facility right from their device. Also, 3D tours can be embedded right into the website, and can be added to your GMB listing.
Be as detailed as possible on each section of your drug rehab website. Create an “About Us” page describing who you are, your facility’s mission, services, and anything else that might be helpful for your visitors to develop a relationship with your brand.
Be sure to regularly update content on your site that relates to drug rehab. Discuss topics revolving around addiction, recovery, and sobriety.
We are a digital marketing company based in Austin, Texas, serving clients from all across the US. We focus on website development, search engine advertising, social media advertising, and more. We are lucky to work with all sorts of companies from a variety of industries. With our results-driven approach and creative strategies, we have been able to effectively help companies strengthen and develop. Whether you are considering asking for project-based assistance or a long-term solution, we encourage you to reach out to us to see if we may be a good fit for your company.
Drug rehab marketing can be expensive. For local facilities, some spend around $30,000/month on marketing. For national or worldwide brands, rehab marketing expenses are much higher.
Yes, SEO is a great tool for marketing a drug rehab treatment center. Unlike the paid ad strategies, results take time. Patience is a real virtue with SEO.
Yes. Platforms like Google, Facebook, and Instagram are fantastic tools to use when promoting a drug rehab center.
Before running ads, make sure there is proper conversion tracking code in place to retrieve the data to measure conversions like phone calls, directions, or form submissions.
Use the tools mentioned in this guide to begin advertising your drug rehab center.
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