Episode 99: How a Drug Rehab Center Can Use Content Marketing to Get More New Patients

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What was discussed?

Quote of the day: “Don’t wish it were easier, wish you were better.” – Jim Rohn

1. Identify Your Ideal Patient

You need to know who you want to come into your rehab center. This includes: who will make you the most money? Who is the easiest to work with? Who has the best chance of success? Who is the least amount of work for you? You need to develop and understand this data as your facility grows. Keep statistics on this type of stuff by checking patient records and patient management software. Identify your ideal patient and who you want to build your business with.

2. Consider the Buyer’s Journey

When we’re searching for something online, we become aware that there’s an issue and a potential problem that needs to be solved. Next, we consider a potential solution to that problem. Third, we make a decision. We do more research and find out a good fix for the problem that we have. During the first step, when someone becomes aware of an issue and is looking for a solution, they might find your website. Your website needs to have a lot of useful information to answer the many questions they might have.

The information needs to include success stories, educational information, facts about rehab facilities, facts about success rate, and more. When they’re searching through rehab centers, they’re narrowing down which center they’re going to choose for their rehabilitation experience. You need to provide value for them in this stage. When they’re in the decision stage, be prepared to have customer testimonials, perhaps an onboarding process, and everything they’ll need if they choose to use your facility.

3. Focus on Your Audience

Understand that content marketing is about your audience, not about you. Often times a company’s idea of content marketing is a weekly post promoting their services. You’re not going to do this! You’re going to develop content that’s relevant to your audience. Figure out what types of topics are appropriate for your ideal obvious.

Here’s a list to get you started:
  1. Talk about the services you offer.
  2. What does each service treatment entail?
  3. Do you specialize in a specific treatment?
  4. Do you cater to a special industry?
  5. Is there anything family members want to understand? For example, what to watch out for or how to help someone in recovery.
  6. Provide drug information.
  7. Provide first hand experiences to help those who are considering heading to rehab.
  8. Post the latest news in your industry.
  9. Answer questions. The big 5 include: the cost or price, problems or things to be aware of, comparison, reviews, and best-of awards.

4. Decide the Type of Content You’ll Produce

Blog posts, e-books, podcasts, photos, infographics, videos, powerpoints, and so much more. Know who your ideal patient is so that you can communicate with them in a way that suits them.

5. Create a Content Schedule

If you can map out when you’ll create content, it makes the process a lot easier. Work with your online marketing company or create a team and assign some responsibilities.

Figure out if someone in-house or outsourced will create the content for you. Have someone that’s just in charge of social media and promoting the content. This will remove a lot of headaches and frustration from the marketing process.

Decide on the frequency of your posts and content. Generally, it’s good to post a couple times a month at a minimum. Consider national and local events, such as The National Alcohol and Drug Addiction month is a great way to produce meaningful content. You can use this to post content for not just your blog but also post guest posts on other people’s sites! For more information on how to create a Content Calendar, check out this blog post on Buffer.

6. Promote Your Content

No matter how beautiful, amazing, and attractive your content is – it doesn’t matter if no one is seeing it. Keep an email list, update through social media using tools such as Buffer or Hootsuite, and provide value. You want to provide value for your visitors and make sure that you’re not spamming social media with updates. Use third-party sites like Medium or LinkedIn to get some more exposure.

For more information on crushing it with social media, feel free to check out our blog post.

7. Measure Your Return

Are you tracking the amount of traffic that your content is generating? If you have a call to action, add it to the end of the posts and direct people to where you’d like them to go. Use the calls to action to create unique URLs to see which calls to action are getting the most clicks. This is easily done with Google Analytics which lets you use their URL builder to track where traffic is coming from. Google Analytics also lets you see where your referrals are. If you’re using marketing software such as Act-On, ActiveCampaign, and HubSpot, make sure you’re getting the most out of it!

8. Use Retargeting

Retargeting is when someone visits your site and leaves your site, they’ll see your ad on other sites they visit. Retargeting for drug rehab centers is difficult since it’s not always allowed by certain ad platforms (like Google Adwords). You might have to do some workarounds to get it approved. The reason for this is because if people are looking for a confidential service such as a drug rehab center, then they don’t want ads for it popping up on other pages they visit.

If you need assistance with using effective content marketing, contact us today so we can see if we're a good fit for each other.

Be sure to follow us on Twitter @TitanWebAgency if you enjoyed this podcast!
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