Healthcare marketing is no easy feat. Communicating sensitive and critical information about personal health while keeping the public informed requires a delicate balance. And, with the media landscape more fragmented than ever before, healthcare marketers need to work twice as hard to ensure their message is reaching the right people at the time when they need it most.
This is especially true for drug rehab centers where the stakes are high. According to the Substance Abuse and Mental Health Services Administration, approximately 54.6 million people aged 12 and older needed treatment for a substance use disorder in 2022, but only 26% received substance abuse help. Drug rehabs need to prioritize lead generation efforts to get their services in front of the people who need them.
Fortunately, there is a range of strategies — from SEO and content marketing to targeted advertising to conversion rate optimization — that help drug rehab centers better connect with patients. Here, we detail everything you need to know about lead generation for addiction treatment centers to grow your business and expand your client reach.
Rehab centers are local businesses. They have a very targeted market, focused on residents within the geographic area. Lead generation ensures that rehab centers reach individuals and families in their community who seek help. Empty beds aren’t just a loss of revenue but also a missed opportunity to help people in need.
Before generating leads, a rehab center needs to understand who their lead is and what they seek:
Starting with this foundation of personas empowers rehab centers to develop content and targeting strategies that deliver the most effective results.
SEM, frequently called paid search, enables drug rehabs to directly target people who are actively searching for treatment options, including by location. Pay-per-click (PPC) is the most common form of paid search, bidding on specific keywords and demographics based on each center’s goals.
This requires compelling copy addressing the urgent needs of potential clients and highlights the center’s unique selling points, such as specialized treatment programs, success rates, and support services. Optimized landing pages with clear calls-to-action (CTAs) are also important pieces of the puzzle. These pages should speak effectively to audience needs and provide easy access to contact forms or sign-up pages.
Paid search allows drug rehabs to get granular with who they are reaching at the exact time that they are actively searching for specific treatment options.
SEO helps rehab centers organically rank higher in search engine results. A strong keyword strategy is needed to effectively take advantage of SEO benefits, driving traffic directly to the website. This includes:
Rehab centers also need to optimize SEO locally. Claiming Google Business listings, encouraging reviews, and ensuring business information consistency across all platforms are just some of the steps that rehab centers can take to optimize locally.
Developing SEO-optimized content that addresses the unique needs and questions of target audiences is an essential part of the strategy, encouraging prospects to seek treatment services. This lays the groundwork for an effective lead generation pipeline.
Social platforms offer a different avenue for drug rehabs to engage with their community and build relationships with potential clients and their families. Drug rehabs should carefully consider which platforms their audience is most engaged on and what kind of content is most appropriate for the channel, such as success stories, educational posts, and program updates.
Targeted social ads can also be leveraged to effectively reach prospects who may or may not be searching for support at the moment. Seamless integration into the feed can position treatment as a natural next step. Ultimately, drug rehabs should be most focused on fostering authentic conversations with target audiences and delivering community support at different touchpoints.
Referral marketing leverages existing relationships with professional partners who know healthcare and can generate new leads through trusted recommendations, including:
Reward these partners with financial incentives, recognition, or reciprocal referrals for bringing clients to the rehab center.
Email is a strong tactic for nurturing leads. Tailoring emails based on each persona, whether it’s an addicted patient, a friend or family, or a healthcare professional, is crucial so as to resonate with their interests and needs. Drug rehabs should plan to maintain a steady cadence of communication to build trust and encourage prospects to schedule a consultation or take another action. People are at different stages in the treatment process and require custom communication to push them toward the most appropriate end result. Consider what kind of content is most appropriate and tailor email campaigns appropriately.
Conversion is the cornerstone of lead generation. In order to move prospects down the marketing funnel, drug rehabs need to identify ways to convert. Below, we detail several opportunities drug rehabs can offer to capture prospect information and nurture them in the pipeline.
Your lead generation strategy is only as effective as your measurement framework. Drug rehabs need to understand how their efforts are performing against media spend to gauge success. Additionally, they need to understand which channels are most effective in driving new leads. Start with a clear understanding of KPIs to quantify success, including:
Keeping a close pulse on these metrics will allow rehab centers to continuously optimize their investments toward the channels that matter most. Understanding the quality of leads is an essential part of this process; merely bringing in a large quantity of people doesn’t necessarily equate to delivering the right people. Low-quality leads can result in wasted time and effort.
Lead Media specializes in helping drug rehabs deliver content and campaigns that cater to specific audiences. We have a decade of experience managing a portfolio of 30+ websites that span 40,000+ rehab centers across the United States.
We can break down the complicated media landscape with expert insights into the most effective content and metrics so you can focus on delivering life-changing support. Our goal is to boost brand visibility and build a pipeline of prospects.
Our services span audience targeting, creative and copy development, and data-driven optimizations to ensure you’re getting the most bang for your buck.
Reach out to us today to get started.
How do you compassionately and authentically market your rehab center? Digital outreach for drug rehabs is a simple, effective way to engage with your local community and build on your positive reputation. These strategies make you visible to people looking for help in their recovery journey, positioning your facility as a top choice in your area.
While you may get clients from a larger geographic area, the core of your business centers around your location and community. Digital outreach and PR can help you concentrate your marketing efforts where they have the most impact. Here are five ways they can help you drive growth and success.
Social media campaigns, link-building strategies, and collaborations with local organizations increase your center’s visibility, ensuring you are top-of-mind when people need help.
Link building is a highly effective strategy to bring more interested people to your website. By creating more pathways for clients to find you online, you build authority as a mental health and addiction recovery leader and increase your website’s likelihood of appearing in search results.
When potential clients see success stories or testimonials, they get to learn about your facility’s work from people like them. In this way, PR and digital outreach build trust and credibility, helping you become a known force for positive change.
News stories, charity events, guest podcast interviews, and other digital outreach programs are ways to highlight the work you do and make it evident that you care.
Through outreach, more people are exposed to your facility’s mission, services, successes, and values. You become a friendly and familiar force for good.
Effective outreach and PR strategies make your facility easy to find through a network of backlinks. A backlink, or any link that leads to your website from an outside business or publication, creates pathways for people to find you.
However, before you run out and ask everyone you know to link to your website, it’s important to know not all backlinks are equal. A quality link must satisfy potential clients and search engines.
A strong backlink is:
Many link-building strategies fail because they emphasize quantity over quality. A single, high-value backlink on a relevant page related to your client’s interests has more value than 1,000 poorly placed links.
Google diligently downgrades poorly placed, spammy, or purchased backlinks. So, you get more SEO benefits when you focus on delivering real value to your readers and potential clients.
Beyond the search engine, well-placed backlinks are also more likely to bring you the right people. For example, if you’re on a website reading about easy vegetarian recipes and see a link to a car parts website, you are unlikely to click on it. If you do click, you probably won’t stay on the site long because you weren’t looking for car parts.
However, if you’re reading about easy vegetarian recipes and see a link to an affordable, quality vegetarian meal service, you may click and even engage. It’s the same with people realizing they may need rehab help. Readers of an article on online resources for recovery are much more likely to be interested in your facility than readers of other, unrelated topics.
Focusing on local organizations as part of your strategic outreach can help you build relevant backlinks that drive quality traffic to your website. Local websites are a great way to connect with people in your area.
Examples include:
To reach the most people on their path to recovery, you need people to find you at critical moments in their journey. Digital outreach strategies do this by making you easy to find in different places online with content that addresses every stage of the recovery journey.
Here are three highly effective digital outreach strategies that earn quality backlinks, build awareness, and drive traffic to your website.
Your Google Business Profile (GMB) puts you on the map. If your organization doesn’t have a Google Business Profile, it will not appear in the “Map Pack” at the top of the results for local searches.
However, just adding your facility to Google My Business doesn’t guarantee that it will show up when someone searches “drug rehab near me.” To get into the top three requires:
When your organization name, address, and phone number (NAP) appear the same in every directory and website, Google knows your facility is legitimate and reliable. The first step with citations is to update all old ones and ensure consistency in each place you are listed.
The second step is to get your organization into as many high-value, trustworthy directories as possible. This serves a dual purpose of boosting credibility and making you easier to find.
Once you’ve set up your GMB profile, you want to claim and verify it. You also want to add photos, categories, and descriptions to complete your profile.
The categories you select inside your GMB profile should be accurate and reflect your services. Google uses these categories to match your listing with relevant searches.
Inviting satisfied clients to leave positive reviews on your GMB profile shows Google your business is active, engaged, and worth recommending. For rehab facilities, some clients may not want their names and images posted on Google even if they had an outstanding experience.
Google does not allow anonymous reviews, but a client can open an “anonymous” account on Google that no one will recognize and leave a review through that account.
Whether you have staff with writing skills or you work with a dedicated digital marketing agency, original, quality content can win you valuable backlinks.
Link-worthy content usually includes the following:
However, the most brilliant content might not get the attention it deserves if it’s not shared. Once you have a blog or article, post the link on social media, email it to industry influencers, and share it in online communities.
Here are three highly effective approaches to winning high-quality backlinks, finding collaborators, and building beneficial marketing partnerships.
Are there local organizations that complement what you do? They might be an outstanding prospect for guest blog posts.
For a guest blog, your content team develops a fresh, relevant article that will interest the other organization’s audience. Perhaps they share recovery success stories or share cutting-edge research. In the post, add one or more backlinks to your website where they fit naturally.
Who is an influencer in your space? To whom do your clients listen? Examples might include a person with a substance use disorder in long-term recovery, a counselor, or a doctor with a significant following on social media, YouTube, or a podcast platform.
Approach the influencer to explore the possibility of co-creating content. If they accept sponsorship offers, you can also ask if they’d be interested in sponsoring your facility.
Have your digital marketing team look for broken links on high authority, relevant websites. There are tools like Ahrefs or SEMrush that will help them do that.
Once you identify an old link that is no longer connected to a resource, you have a win-win opportunity. Develop a new resource that offers a valuable replacement for the broken link. Then, contact the website owner and offer your content as a solution.
Targeted outreach campaigns take time, but they are worth the effort. A handful of quality relationships with website owners and influencers can pay off in big jumps in visibility and traffic.
With so many social media platforms out there today, how do you know which ones to use? Social media marketing is going to deliver the results you want when you take the time to build an active and engaged community. This means focusing on one or two platforms so you can consistently post and engage.
For better or worse, people spend time every day on social media. That means that people in your online community are going to get to know your facility and its content pretty well.
If your posts resonate with your audience and they share them, you can reach a whole new audience. This targeted sharing gets your facility’s name out there.
Another outstanding feature of social media is the ability to interact with people in real time. You can get honest feedback on posts, blogs, and surveys, all of which can help refine your message and increase your impact.
Some think of PR as reputation management, and it can serve that function. However, for rehab facilities, PR is an opportunity to build relationships with local media reps and establish themselves as trusted sources of information.
Here are the types of stories that make good PR for rehab organizations:
Part of sending out press releases is being ready for interviews. If you plan to add PR to your outreach, have a press kit readily available that includes press releases, fact sheets, staff bios, and high-quality photos of your facility. A few positive reviews that you have permission to share can also be beneficial.
Digital outreach and PR make your facility easier to find online. They help you build trust as your content connects with people ready to take the next step in their recovery journey. As with any worthy effort, success requires consistency, authenticity, and a focus on providing value. By sharing your expertise, knowledge, and success stories, you can continue to make a meaningful impact.
At Rehab Media, we specialize in connecting people seeking addiction treatment with the resources and facilities that support their recovery. Our team of passionate professionals brings decades of collective experience in mental health, addiction treatment, copywriting, web development, and marketing.
Connect with our team today to learn how we can boost your facility’s visibility and accelerate your online traffic.
When families are in crisis and looking to help a loved one battling addiction, they’ll start with a Google search like “drug rehabs near me” to find a local facility. However, for drug rehabs that haven’t optimized their online presence for local searches, their results probably won’t appear as frequently as other rehabs that invest in local SEO.
Drug rehabs should prioritize ranking on the first page of Google’s search engine results page (SERP) and increasing visibility through a well-optimized Google Business Profile. This dual approach maximizes your chances of being discovered by potential clients who are furthest down the conversion funnel and ready to make a call.
As you consider improvements for your organic search strategy, use our guide to master every facet of local SEO, from creating a balanced keyword mix to creating a trustworthy, high-value Google Business Profile.
The foundation of any successful SEO strategy is keyword research, which identifies the words or phrases that potential clients and their families search. Integrating these keywords thoughtfully can improve your online visibility, resulting in more search traffic and, ultimately, higher conversion rates.
These keywords fall into two main categories: short-tail and long-tail.
Short-tail keywords, or head terms, are very general. While they have a higher search volume, they’re also more competitive, attracting a broad audience with varying search intents.
A few rehab-related short-tail keywords include:
Long-tail keywords are more specific phrases — typically three or more words — with a qualifier, such as the location or industry-specific descriptor. They represent the long tail of the search demand curve, attracting lower search volume but higher conversion rates.
This occurs because keywords like “affordable drug rehab near Springlake” or “inpatient addiction treatment for teens” are more likely to be searched by people who are ready to take action.
Some long-tail keywords include:
The most successful local search strategies use a mix of both types of keywords. This means the content is relevant to a broad audience but also caters to a more targeted audience with your specific services in mind.
Tools like Google Keyword Planner, Ahrefs, SEMrush, and Moz can provide databases of the terms most relevant to your services, including assessments of their search volume and ranking difficulty.
They can also pull in data about your competitors to uncover related terms you can create content around to close gaps in your existing local SEO strategy.
In 2014, Google launched the Google My Business feature to make search results more useful and valuable to users. Instead of having to click through to a website to find contact information, searchers could now see listings of businesses and organizations most relevant to their query. We now know it as a Google Business Profile, but it serves the same purpose and continues to be one of the most crucial local SEO ranking factors.
Local results appear before regular organic search results, creating a one-stop shop for basic details — name, location, phone number, and hours of operation — organized alongside customer reviews and Google Map directions.
The top-billed listings are highly competitive because Google doesn’t want to recommend untrustworthy or poorly reviewed businesses to its users. So, to increase your chances of securing one for your drug rehab facility, you should optimize your Google Business Profile according to algorithmic SEO ranking factors.
The first factor, relevance, measures how well your drug rehab meets the searcher’s needs.
Distance ranking prioritizes results closest to the user’s location-based query or GPS location data when no location is provided in the search.
Finally, prominence means that the more well-known, better-reviewed results are more likely to appear before lesser-known results with poor reputations. It also uses data like your website’s SERP ranking, inbound links, and references on other websites, making it the most complex and controllable factor.
A well-optimized Google Business Profile ensures that your rehab center appears prominently in local search results and Google Maps, increasing your visibility and attracting more inquiries. Make sure that your profile ticks all these boxes:
Every time your business is mentioned online, whether on a platform you control or externally, it gains a citation. The more citations your drug rehab has on authoritative directories and websites, the more search engines and potential clients are inclined to trust that your facility is one of value, as it has earned recognition and recommendations from third parties.
However, if the information included in that citation isn’t accurate — specifically the name, address, and phone number (NAP) — it can hurt the trust you’re trying to build. Search engines can get confused about which NAP information to provide to searchers, and if they choose the wrong version, it can lead to frustrated people who get a disconnected line or visit your previous address.
You can prevent these situations by regularly monitoring your NAP citations services like Moz Local Citation Checker and Neunom’s Business Local Listing NAP Citation Scan Tool. They do the hard work of pulling every instance of your drug rehab’s NAP citations from Yelp, healthcare directories, local resource listings, social media, and the like so you have an easy-to-reference list of which entries need updating.
Have you ever heard the phrase “content is king?” It’s an oft-quoted piece of advice in the digital marketing community that reflects the value that well-written, high-quality, keyword-optimized content has on Google’s search results.
Remember that quip when integrating your search terms throughout your website and Google Business Profile. Taking “black hat” SEO shortcuts like keyword stuffing or throwing together blog articles with few meaningful insights won’t yield the ROI you’re hoping for. In fact, you’re more likely to lose any traction you’ve already gained due to the search engine’s penalty system.
Instead, you must be strategic, weaving them into key areas that Google depends on to determine the content’s value and relevance. Here’s where to start:
Those are the basic requirements that every website should follow every time it gains a new page or blog post, but there are two additional measures you can take to give your drug rehab the edge in local SEO.
To further attract local SEO traffic, create dedicated pages for the specific services, then optimize them for local keywords. For example, you can build a page explaining your intensive outpatient program and specify that these services are available in Houston:
Finally, you can increase your value to users and your SEO rankings by building a web of internal links throughout your site that connect relevant pages. An example could be linking from a page about your residential treatment program to a blog post detailing the most effective forms of drug addiction therapy or a related page on outpatient treatment.
Users benefit because internal links help them fluidly navigate to other content that might interest them. This keeps them engaged with your site longer and demonstrates your authority on a broader range of topics related to addiction rehabilitative care.
Search engines also appreciate these efforts because they improve your site’s crawlability, making finding and indexing your pages more efficient. Internal links go even further by providing a better context for that index, helping crawlers define how relevant the topic and content on a particular page are for a specific keyword.
When determining who appears in local searches, Google’s goal isn’t just about relevance but also the experience users can expect when researching a recommendation.
Therefore, websites that consistently demonstrate high usability can edge out those that are slow or clunky, even if they are neck-and-neck for on-page and Google Business Profile ranking factors.
Prioritize the following for the biggest impact on your search rankings:
While it’s true that search engines don’t “use” your site the same way that people do, Google still wants to see clear signals that the experience is a pleasant one for their searchers. You can achieve this feat by crafting an intuitive structure that encourages visitors to interact with your on-page elements, dig deeper into your content, and follow a clear navigation path through the user journey. And, just like with internal linking, excellent site architecture makes it much easier for Google to index all of your pages correctly by putting each one in the larger context of what your facility has to offer.
In the last decade, smartphones’ share of search traffic has skyrocketed from 31.16% to 53.42%. With it now being the dominant search method, it’s unsurprising that Google’s mobile-first indexing prioritizes results that offer a seamless, responsive design that automatically adapts to different devices. Otherwise, users will quickly become frustrated by top-ranking results they can’t interact with due to poor mobile performance, regardless of how well the facility meets the needs of their query.
When visitors land on your site, you have 1 to 2 seconds to engage them before the bounce rate increases incrementally from 9% to 38% by the 5-second mark. While that’s certainly not a generous amount of time, it’s a superior experience compared to the average site load speed of 2.5 seconds. If you can get your site up to speed, your users will be more engaged, leading to higher conversion rates and increased admissions. It also signals to search engines that you’ve put the work into building an optimized, user-friendly experience.
Running a treatment center is a full-time job, which makes it challenging to step away and invest time in local search optimization. That’s why Rehab Media has perfected the process over more than a decade.
Our full-stack SEO services for drug rehabs cover every step of the optimization process, from conducting competitive analyses to lead generation, all informed by our in-depth knowledge of healthcare marketing.
Reach out today to request a local SEO proposal tailored to the needs of your drug rehab facility.
Rehab facilities fill a critical role in their communities. Yet, as the need for their services continues to grow, so does the local competition. Standing out requires more than an eye-catching logo or a memorable tagline. These centers need to generate awareness, establish thought leadership, and, ultimately, earn the trust of the populations they want to serve.
To do so, they’re turning to multiple tactics from search engine optimization (SEO) and social media marketing to print flyers and radio ads. Today, we’re taking a look at some of the most common drug rehab marketing strategies and sharing the pros and cons of each.
Around the world, the majority of working-age internet users hop online for one important reason: to find information. If you’re looking for a way to get your rehab facility in front of as many people as possible, digital marketing can get you there. Here are the top ways to advertise on the cyber frontier.
SEO is the process of improving your website so it shows up as high as possible on online search results. It involves several different steps, from strategic keyword usage and link placement to technical aspects like improving page load times.
Investing in this area is smart. Research reveals that websites on the first page of Google capture up to 92% of all search traffic. This is one of the quickest and most efficient ways to secure long-term visibility and get more eyes on your content. It’s also one of the most cost-effective options, especially if you have a few tech-savvy members on your team.
However, SEO can also be time-consuming. Some rehab centers may need to hire outside developers or digital marketing teams to take the reins, as well as writers. Google rewards sites that regularly share relevant, helpful content but this step can take a back seat to more mission-critical work. You’ll also be up against other companies that are looking to geo-target the same clients, so even local SEO can get competitive.
Learn more about SEO for drug rehabs.
While SEO can drive organic traffic to your rehab site over time, pay-per-click (PPC) ads provide immediate visibility. With this approach, you’ll place your ad in a prominent online location, then pay a small fee each time a user clicks on it. Some of the most popular PPC platforms include Google Ads, LinkedIn, Facebook, and Pinterest.
Most platforms allow you to strategically target your ads based on user interests, location, demographics, and behaviors. If you’re budgeting, however, keep in mind that PPC advertising isn’t a one-time payment. You’ll incur ongoing costs until you decide to end the campaign. It also requires management, so you’ll need a dedicated team member who can create, launch, and monitor your promotion.
Learn more about PPC for drug rehabs.
Connection and engagement are the cornerstones of drug rehab marketing. Social media can be an excellent, cost-effective way to build brand exposure, foster those relationships, and share helpful information about the services you offer. It’s also one of the quickest community building tools available because it allows you to connect in real time.
You can use your profile to share important news, talk about relevant topics, and even dispel some misconceptions that people might have about addiction treatment. Most facilities start with Facebook because it allows you to post longer-form content, host live sessions, and connect with a broad demographic. Instagram is more popular among younger adults and is great for sharing visual content like infographics and video testimonials. Other platforms include X (formerly known as Twitter), TikTok, LinkedIn, and Pinterest.
Of course, it can also be time-consuming to create and schedule your posts, respond to comments, and monitor your page for new activity. You’ll also need to stay up-to-date on the latest algorithm changes so your posts stay visible.
Research shows that 88% of people check their inbox every day, and 39% check them three to five times daily. In lieu of direct mail marketing, some rehab centers choose to connect with potential clients through email instead.
This requires email list building, which you can do through an opt-in landing page on your website. Once you have all your contacts in place, you can use automation tools to personalize each message. This gives you the targeted reach of print media without the expense of traditional delivery.
Email marketing, when done properly, will yield a high ROI, as some reports show that email campaigns generate around $42 for every $1 spent. To get there, though, you’ll need to make sure your messages are safe and professional enough to bypass any spam filters that your recipients might have in place.
In addition to traditional and digital marketing, there are a few other ways to build exposure around your rehab facility. The following strategies have the potential for impressive returns if you can find your voice and build the right connections.
A public relations campaign is a multi-faceted series of activities planned over time to improve brand awareness. You’ll start by developing key messages and then decide how and where you’ll share them. It can include a mix of in-person and online events, but the main focus is on building credibility, establishing trust, and positioning yourself as a thought leader in your space.
A major benefit of a PR effort is that it generates earned media. This is publicity or exposure that your brand gets from third-party sources for free. If a reputable news site talks about your campaign, for instance, you’ll expand your reach without any extra effort (or money) on your part. This kind of support is generally considered more trustworthy than paid media, which requires you to promote your content through sponsored platforms.
These campaigns can be time-consuming to create and effective PR requires strong relationships to pull off, but the outcome can be lucrative and rewarding.
Choosing a rehab center is a personal decision. Prospective clients may be more willing to consider your facility if you’re aligned with another entity they already know and love. This is where partnerships and referrals come into play.
A non-competitive business may recommend your facility to their clients if you can offer an incentive in return. This is a cost-effective local marketing method that improves visibility and builds trust, especially in your direct community. However, it relies on external factors, like customer demand and economic stability, to be sustainable.
As a leader in the drug rehab space, you have lots to say. You can share your insights through many channels, including podcasts, blogs, newsletters, and more. To stay relevant and engaged, it’s not enough to simply put words out there. You must make sure what you’re talking about is informative and engaging for your target listeners.
Over time, a strong content marketing strategy builds authority and attracts organic traffic. Yet, it can be time-consuming, especially when you’re creating longer pieces like white papers or guides. It also requires expertise to talk authoritatively about the topic at hand.
Even as digital media continues to surge, there’s still a place for traditional marketing. This is especially the case for small businesses that need to focus on a specific demographic or geographical area. While the internet allows you to reach a widespread audience, the benefit of traditional outreach is that it creates a personalized brand experience. Let’s take a look at the most common forms.
There are a few reasons why rehab facilities continue to advertise through newspapers, magazines, and direct mail campaigns. First, these conventional methods are generally seen as more trustworthy than their digital counterparts. In fact, 82% of consumers trust print ads the most when making a decision.
The tactile nature of print ads also makes them easier to recall and retain. Someone may forget the name of a rehab’s website, but they’ll remember a clipping they saved or a brochure they received. This type of “sticky” marketing means you’re not only narrowing in on your target audience—you’re engaging with them for a longer period of time.
Print marketing also delivers measurable return on investment (ROI). When you know how many ads you ran or flyers you mailed, you can compare the uptick in traffic to your pre-campaign numbers. Then, you can refine your approach to reach even more leads next time.
While these perks are encouraging, there are a few drawbacks to going this route.
First, it’s expensive. Preparing, printing, and distributing print ads can be cost-prohibitive for many rehab facilities, especially ones that are operating on an already-tight budget. Second, while print marketing allows you to reach people who may not engage as much with digital ads, readership as a whole is declining. As more Americans consume their news digitally, fewer are subscribing to conventional media channels.
Nationwide, weekday newspaper circulation dropped by 32% from 2018 to 2023. Similarly, magazine purchases are declining in favor of smartphone subscriptions. Still, despite these concerns, rehab centers that want to achieve a targeted reach and engage with clients on a more personal level shouldn’t dismiss print marketing as a viable tactic.
Radio and television ads can be an effective avenue for addiction treatment marketing. Their potential for high impact mostly stems from their unique format. They’re generalized enough to give you a broad reach, but you can still choose your channels selectively.
With a little research, you can find demographic data on the type of audience that tunes into each station or program. This allows you to strategically select time slots that you know will maximize your impact.
Similar to print marketing, however, radio and TV marketing can also get pricey. One study shows that the cost of earning 1,000 watches on a TV ad went up as high as 41% since 2019. You’ll also have limited targeting opportunities compared to the broader digital realm.
Years ago, if a local company wanted to reach as many homes as possible, there was no question where they’d turn: print directories like the Yellow Pages. While it’s easy to brush these resources off as old-fashioned, they still have surprising appeal.
Local directories are still the traditional, go-to resource for many. Even as many directories have transitioned to online-only formats, print versions still have their place. They’re especially popular in rural areas that don’t have access to reliable internet and among older adults.
Across the board, though, print directories are declining in usage. More than 80 million people now visit YP.com each month instead of flipping through the book. Remember that due to the vast number of businesses listed, you’ll be restricted to sharing limited information if you do decide to advertise here.
Successful drug rehab marketing isn’t limited to one of the above strategies. To be effective, it’s important to embrace a multi-channel marketing approach that allows you to reach as many local clients as possible. Focus on platforms that fit your budget, utilize your resources, and appeal to your target audience.
At Rehab Media Group, we know that clicks and conversions are more than metrics. They represent real people making real steps toward lasting change. We believe in your mission, share your values, and we’ll give it the platform it deserves. Contact us today and let’s craft your next campaign together.
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