Choosing the audience for your rehab marketing is not an easy process. Not putting much thought into your audience and how you plan to reach them are not the right ingredients for appealing to new clients. You cannot help them if you cannot get them through the door. An understanding that each individual must be treated as a unique case is typically associated with working in the addiction rehabilitation profession. The same attention to detail that is involved in creating a treatment program should be used in determining how to choose and target your audience.
Straighten Up…Guests are Coming
Remember when mom would tidy up before visitors came over to your home? In a way, the same thing should be done before you decide on a target audience. To be in the best possible position to open your doors to patients that you can help the most, an overhaul of your current and future capabilities should be completed. According to Forbes, the two main steps that need to be taken are sharpening your focus and collecting data.
Focus is typically honed when you are developing your brand. Overselling your facility by promoting future services as current ones is not a way to highlight your business. If you are not equipped with the facilities to handle co-morbidity, your advertising should clearly state this fact. This might get visitors to the door but it won't keep them.
Analytics is a great basis that can be used in identifying specifics about the target audience. Reviewing the current trends that the public is looking for in addiction treatment facilities can provide a wealth of information. An often overlooked source is your current and former patients. Taking surveys about why they decided on your facility and what was the greatest influence on that decision can lead you to developing a strategy for picking and appealing to your audience. Internal audits on the demographics of your existing clients will reveal who your current marketing strategy appeals to the most.
Who is your Audience?
The straight-forward answer to “Who is your audience” is the person seeking treatment for an addiction. However, if you limit your appeal to only this type of individual, you are missing a much wider audience. The five main categories of individuals should be included in your audience:
- People who know they need help and are looking for a facility
- People who think they might need help but are not sure if a facility is necessary
- Loved ones/family members who are helping an individual look for a facility
- Loved ones/family members who are trying to motivate an individual to get help
- Current patients and their loved ones
A person not suffering from an addiction but just trying to get help for a family member can still be essential to the selection process. Oftentimes, an addicted individual heavily relies on family and friends, especially when they believe that their judgement could be impaired by substance abuse. In some cases, the families are also the financial support for the individual seeking treatment. Because addiction is such a costly disease, a person suffering with substance abuse may have limited monetary means.
The last group is not always an obvious one, but keeping the customer happy has always been one of the key components of marketing. In addiction rehab, it is not ideal to have someone be a repeat customer. It is ideal, however, to have them have only positives to share with others who might be in need of an addiction facility.
Whether it’s the individual seeking treatment or just their support system, the rehabilitation process may seem like a black hole of unknowns. This can be remedied when you appeal to your target audience. During the difficult period between addiction and recovery, more questions than answers often arise. The questions vary among the groups and can include:
For the individual who is addicted –
- How do I get sober?
- How do I detox from drugs?
- What kind of help do you provide for addiction?
- How do I find a treatment center?
For the loved ones of the individual who is addicted –
- What are the signs of addiction?
- How do I stage an intervention?
- How do I talk to my loved one about the addiction?
- How do I convince my loved one that he needs help?
For the current patient and their loved ones –
- How do I avoid a relapse?
- Will anyone be there for support after my discharge?
- What if I start using again?
Regarding of the media platform, the marketing message should be clear, consistent and direct. Your audience is looking for help. The content on your website, in your social media profile and other advertising methods should convey your ability to provide the help that is needed.
- Service: The treatment that they need in a warm and safe environment
- Distinctive abilities: Differences from other rehab facilities
- Informative: Materials that can help educate them about the complete addiction-to-treatment process, including signs of addiction, ways to intervene, etc.
- Instructional: Information on how to best help someone entering a facility, be successful during treatment and remain successful afterwards
- Encouragement: Success rate of former patients and motivational insights
Selecting an audience and converting that audience into clients is a daunting endeavor. Not everyone is ready to seek help, and motivating them to take the next step towards treatment can be nearly impossible. Your initial appeal to them may be the only chance you get to bring them in. Why not let the experts help? The addiction advertising experts at MPA Rehab Marketing have been working in the behavioral healthcare field for over a decade. We know how to reach the people that most need your help. We have a plethora of marketing strategies designed for the field of addiction rehabilitation. Contact one of our experts today at 732-214-9600 to learn more.