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How to Successfully Transition Your Addiction Treatment Marketing, as We Move From “Pandemic” to “Endemic”

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How to Successfully Transition Your Addiction Treatment Marketing, as We Move From “Pandemic” to “Endemic”

This is a PDF of the slides presented by by Stewart Gandolf, CEO, Healthcare Success, Josh Weum, Account Director, and Kathy Roy Gaughran, Senior Marketing Strategist on 4/28/22. The topic is How to Successfully Transition Your Addiction Treatment Marketing, as We Move From “Pandemic” to “Endemic”.

This is a PDF of the slides presented by by Stewart Gandolf, CEO, Healthcare Success, Josh Weum, Account Director, and Kathy Roy Gaughran, Senior Marketing Strategist on 4/28/22. The topic is How to Successfully Transition Your Addiction Treatment Marketing, as We Move From “Pandemic” to “Endemic”.

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How to Successfully Transition Your Addiction Treatment Marketing, as We Move From “Pandemic” to “Endemic”

  1. 1. How to Successfully Transition Your Addiction Treatment Marketing, as We Move From “Pandemic” to “Endemic” April 28, 2022
  2. 2. Agenda 5/3/2022 © 2022 Healthcare Success, LLC. All rights reserved. 2 • Your Presenters • From “Pandemic” to “Endemic” | Our Observations • Branding and Messaging | The Cornerstone of Your Marketing • Paid Search, SEO & Local SEO • Traditional Advertising • Call Center Strategy & Training • Business Development • Tracking Analytics & Attribution
  3. 3. Josh Weum Stewart Gandolf Your Webinar Leaders © 2022 Healthcare Success, LLC. All rights reserved. 3 Josh comes to Healthcare Success after a successful career as a Google conference speaker and several years of healthcare- focused agency marketing at the enterprise level. He has helped develop many high-profile brands to national prominence while also bringing scalability and measurable expansion to new and emerging companies. Digital Specialist | Account Director Our CEO has personally consulted for over 1,000 clients over his 20-year healthcare career. Author and speaker, he knows all of the ins and outs when it comes to clinician and patient education, and what it takes to implement those strategies and tactics. Stewart keeps us all on top of the latest trends and best practices that serve to make any practice hum. Kathy Roy-Gaughran Kathy has helped over 8,000 clients all over North America achieve their growth goals. As an award-winning strategic marketing planner, Kathy has been involved in both the high-level strategies required for long-term sustainability, plus the tactical execution used to accomplish the day-to-day successes. Senior Marketing Strategist Chief Executive Officer Jacob Schuster Business Development A healthcare digital marketer for more than six years, Jacob began his career as a Strategist on the Internet Brands/WebMD team. Jacob later transitioned into the digital agency world, and today he leads relationships for many of Healthcare Success’ new clients. Jacob helps all sizes of organizations.
  4. 4. Kübler-Ross Grief Cycle 5/3/2022 © 2022 Healthcare Success, LLC. All rights reserved. 4 DENIAL Avoidance, Confusion, Elation, Shock, Fear Frustration, Irritation, Anxiety Overwhelmed, Helplessness, Hostility, Flight Struggling to find meaning, Reaching out to others, Telling one’s story Exploring options, New plan in place, Moving on Information and Communication Emotional Support Guidance and Direction ANGER DEPRESSIO N BARGAINING ACCEPTANC E Kübler Ross, On Grief and Grieving: Finding the meaning of grief through the five stages of loss, Elizabeth Kubler Ross & David Kessler, 2005
  5. 5. The impact of COVID-19 during the emergency-response phase of the pandemic. What we saw throughout the shut down… • Residential became local, people were less willing to travel, quarantine, potential staff spread • Increase in stand alone/add on IOP, mental health primary residential, rise of innovative uses of telehealth • Alternative advertising channels rose in prominence due to Legitscript, SAMHSA, erratic competition, native ads, paid social, programmatic, Youtube, back to traditional media • Everyone froze at first. Businesses and economy froze, smart players invested in their business in other ways than paid advertising (e.g. websites, branding, long term planning SEO), reinforcing their marketing assets and infrastructure. • Many providers have recovered better and faster than expected, while still, 1,000 treatments centers closed • Now we see the space to be even more competitive, larger players consolidated, moved to become national players, took market share from weaker, regional ones • Many CEOs retired 5/3/2022 © 2022 Healthcare Success, LLC. All rights reserved. 5
  6. 6. Healthcare Consumer Behavior During Covid • At the beginning of 2020, addiction treatment was a solid, growing industry, with 15,000 providers, $42 billion yearly revenue, and a projected 5.2% annual growth. Then Covid-19 hit. • By the summer, the industry had lost $4 billion in revenue, and about 1,000 providers. According to NCBH, 54% of organizations have closed programs and 65% have had to turn away patients. As a result, nearly half have decreased work hours for staff, and over a quarter had to lay off employees. • The COVID-19 pandemic has caused in individuals the fear of contagion, leading to self-abstention from many social activities. Isolation can affect negatively individuals, rendering them lonely and abandoned, creating a vicious cycle of withdrawal and isolation. • “Pandemic Stress and Loneliness are Making Addiction More Common” • Excessive drinking increased by 21 percent during the COVID-19 pandemic. The Harvard Gazette • Scientists estimate that a one-year increase in alcohol consumption during the COVID-19 pandemic will result in 8,000 additional deaths from alcohol-related liver disease, 18,700 cases of liver failure, and 1,000 cases of liver cancer by 2040. 5/3/2022 © 2022 Healthcare Success, LLC. All rights reserved. 6
  7. 7. Google Trends Alcohol Rehab 5/3/2022 © 2022 Healthcare Success, LLC. All rights reserved. 7 Highest On Record
  8. 8. Why You? 5/3/2022 © 2022 Healthcare Success, LLC. All rights reserved. 8
  9. 9. WHY YOU? Why is Your Brand and Messaging Important? 5/3/2022 © 2022 Healthcare Success, LLC. All rights reserved. 9 • Foundational in establishing a presence and voice for your brand • Defines who you are and how you are uniquely different from the competition • Helps customers understand why they should select you • Connect with your audiences • Guides your internal team in strategic decisions Brand is the story. Design is the storytelling.
  10. 10. Related Blog Posts & Case Studies 5/3/2022 © 2022 Healthcare Success, LLC. All rights reserved. 10 How to Build a Living Brand How does a healthcare brand stay relevant in the digital age? How do you expand your reach and increase engagement on social media? BLOG BLOG BLOG CASE STUDY Branding Checklist for Multilocation Providers: 7 Things to Consider Before You Start While branding can be difficult for virtually any type of organization, it’s often especially challenging for multilocation healthcare providers. Healthcare Branding Misconception: “The Community Already Knows Us!” Many healthcare organizations vastly over-estimate brand awareness in their communities. Think “everyone already knows who you are?” Statistically, that’s highly unlikely. Case Study: Mountain View Medical Center Smart, focused marketing and digital advertising took this family practice from one new patient a day to over 250 new patients per month. https://healthcaresuccess.com/blog/branding/3-tips-to-building-a-living-brand-that- endures-online.html https://healthcaresuccess.com/blog/branding/branding-checklist-for-multilocation- providers-7-things-to-consider-before-you-start.html https://healthcaresuccess.com/blog/healthcare-marketing-agency/healthcare-branding- misconception.html https://healthcaresuccess.com/case-studies/mountain-view-medical-center
  11. 11. Integrate Your Marketing | Diversify Your Delivery Networks 5/3/2022 © 2022 Healthcare Success, LLC. All rights reserved. 11 Your Brand and Messaging Is Set, Now Let’s Drive That Message Through a Diverse Content Delivery Network. Articulate your company’s brand messaging across its many touch points with an integrated approach. • Strong, Differentiating Online Property • Strategic SEO, Optimize Local • Paid Search and Paid Social – Tell Your Story • Drive your Response up 3%-5% by layering in Traditional Media. • Optimize Lead Conversion with Culture Training • Secure referrals and revisits from patients • Optimize professional relationships with a nurturing content strategy • Leverage Alumni
  12. 12. Landing Pages
  13. 13. Paid Digital 5/3/2022 © 2022 Healthcare Success, LLC. All rights reserved. 13
  14. 14. Google Ads • 4 years old this summer – almost a “techade” • Now incorporates more of Google’s huge online ecosystem • Google Maps, Google Reviews, GBP, YouTube, Gmail • Catalyzes brand growth nimbly and effectively (improved targeting controls and settings) while SEO grows • Google wants more control! • Specific and increasingly valuable tracking and measurement not available elsewhere • Requires proper management to produce real ROI
  15. 15. Legitscript • Nearing the 4-year mark since launch • Policies have changed a bit since the beginning • Also used for other industries (Pharma, CBD) • Includes certification for Microsoft Ads (aka Bing Ads) and Facebook Ads as well • Requires annual renewal and regular reassessment • The HS team has extensive experience navigating Legitscript’s rules – our clients get certified quickly! • The only store in town…
  16. 16. YouTube • Offers users the ability to create a YouTube channel featuring their brand - for nothing • Ties in with Google’s various ad networks to allow relevant users the opportunity to engage with your brand immediately • Was briefly the world’s largest search engine (surpassing Google.com for a bit) and maintains the #2 spot today • Allows advertisers to acquire TV Media audiences for a fraction of the cost of traditional media buys • Typically sees costs of $.05 to $.07 cents per view (Skip Ad users do not count - provides powerful “pre-roll” branding)
  17. 17. Google Business Profiles Google Places…Google My Business…Google Business Profiles! They have gone through a few name changes over the years, but Google Business Profiles are more important than ever for brand growth, local SEO and organic rankings. They: • Offer a free* local marketing asset that is proven to drive massive amounts of traffic and business • Immediately provide easy links for directions, phone calls and more right on the SERP • Encourage people to leave high-profile Google reviews • Allow a social interaction dynamic (photos, videos, Q & A) with patients that has significant value • Provide advertisers with Google Maps ad placement opportunities • Could/will be monetized in the near future to provide tiered options for marketing purposes
  18. 18. Uncle SAMHSA SAMHSA is going to take the top spot much of the time, but Google will continue to monetize their ubiquitous search platform. As a result, we need to keep up by conforming to their best practices. Today, paid media covers nearly the entire front page of search results above the fold. Proper adoption and nurturing of Google Ads and GBPs can ensure maximum market dominance for both legacy brands and newer brands alike. Local pack, Map pack, Maps Ads, Featured Snippets…it’s bleeding together more and more.
  19. 19. PPC Strategic Insights • Is your PPC overbranded? • What is conquesting and is it happening to me? • The rise of mental and telehealth search volume • Ad Extension usage and importance (again, free!) • Landing pages - key points • Google ID Verification – admin chores • KW match types and negatives (not just neg KWs!) • Conversion tracking – CRM, Call Tracking, Reporting
  20. 20. Target display ads to people that go to specific locations of interest HOW IT WORKS ● A virtual geo-fence is traced around an area where the advertiser wants to target customers ● When the customer enters the geo-fenced location, they will then be targeted with ads on their mobile device Geofencing TARGETING CAPABILITIES
  21. 21. SEO | Content Make Sure Your Brand Stands Out Be In Front of the Right People, At The Right Time With the Right Message 5/3/2022 © 2021 Healthcare Success, LLC. All rights reserved. 22 • Showcase,
  22. 22. Insights: The Google quality update in May 2020 was a very significant update and it was designed to remove treatment centers from the top of the results. It was very effective so a steep drop in traffic indicates a penalty or simply you dropped because of what Google choose to take your place. It can take some time to get out of a penalty. Some treatment center sites have never returned. Google Update
  23. 23. Sample SEO Audit
  24. 24. Integrated SEO Strategy 2/22/22 © 2022 Healthcare Success, LLC. All rights reserved. 25 Technical SEO • Navigation • Site Structure Optimization and Siloing • Site Migration (if appropriate) • Site Redesign • Internal Linking Strategy • Content Duplication Reduction • URL structure • Page Speed • Semantic Markup and Schema • Internal Linking • Voice Actions Recommendations Content and Creative SEO • Existing Content Optimization • New Content Development (Blogs, New Pages) • Keyword and Topical Alignment Analysis • Brand Voice and Audience Messaging • Content Gap Analysis • Content Amplification • Earned Social Strategies • Social Media Optimization
  25. 25. Local Search 5/3/2022 © 2022 Healthcare Success, LLC. All rights reserved. 26 Getting a local business to rank well in search results has never been more difficult, this is due to five reasons: 1. Google has a separate algorithm for local results (Relevance, Proximity, Prominence, 2. The complexity of optimizing for multiple devices and models 3. Local SEO is a vital, often overlooked component of your online presence 4. Bounce rate on mobile devices has caught up with desktops driving the need to track conversions and make improvements to mobile performance by device 5. The largest growth area is voice search which is enhanced with excellent local SEO
  26. 26. Mobile First 5/3/2022 © 2022 Healthcare Success, LLC. All rights reserved. 27 In 2015 Google introduced its mobile first indexing What does this mean for local businesses? • Local business must work harder to dominate in local SERPS and focus on mobile results and usability • 46% of Google searches now have local intent • In the past two years laser focused local searches increased by 900% • 28% of local searches because purchases • Local results and mobile performance and conversions will be a significant focus on our approach to measuring success of your campaign • Mobile SEO increases your ability to be successful in voice search the second fastest growing segment of SEO outside of mobile itself. • 62% of marketers have no plans to target voice search creating an opportunity for early adoption…opportunity Source: https://blog.hubspot.com/marketing/local-seo-stats
  27. 27. Organic and Local 5/3/2022 © 2022 Healthcare Success, LLC. All rights reserved. 28 • Having high organic rankings increases the probability of getting into the Google Local Pack • A well-optimized locator on your website improves signals to improve local visibility • Good on page SEO with NAP (name, address, phone) helps get into the three pack and capture some of the most valuable web traffic for a local business • Diligence in local search focus will future proof your site for voice search which is growing rapidly with the wide adoption of smart phones and home devices
  28. 28. Traditional Advertising 5/3/2022 © 2021 Healthcare Success, LLC. All rights reserved. 29
  29. 29. Push & Pull Marketing 2/22/22 © 2022 Healthcare Success, LLC. All rights reserved. 30 Media falls into one of two categories - push or pull marketing. Some formats and some platforms can be more conducive to generating direct response, while others are traditionally used to create general awareness and increase mindshare. But the most important part remains - and that’s matching the right message to the right audience in the right format on the right platform.
  30. 30. B2B 5/3/2022 © 2021 Healthcare Success, LLC. All rights reserved. 31
  31. 31. Stay in Front of Prospects Digitally With Paid Social Media and Programmatic Digital Advertising 2/22/22 © 2022 Healthcare Success, LLC. All rights reserved. 32 • Most have Addiction BD teams have larger territories than they could possibly hope to cover. • Email, hard mail, paid social and programmatic • Email addresses can be used as unique digital identifiers that can be associated with known doctors’ NPIs • Reach personal and business emails, across all devices • Advertise on Facebook, Instagram, Twitter, LinkedIn, programmatic media buying on websites including display, CTV and digital radio
  32. 32. B2B Display 5/3/2022 © 2022 Healthcare Success, LLC. All rights reserved. 33
  33. 33. Optimize Phone Conversions 5/3/2022 © 2022 Healthcare Success, LLC. All rights reserved. 34
  34. 34. CRITICAL PHONE SKILLS SOLUTIONS 5/3/2022 © 2022 Healthcare Success, LLC. All rights reserved. 35 • New patient inquiry is a top priority • Establish rapport with a perfect greeting • Discover the need • Establish value • Dual alternative close • Answer objections • High level of emotion • Set them up to succeed • Get the call to the next step • Nominate your best phone people • Hire right - pay right • Train them • Consider incentives • Track Brand is the story. Design is the storytelling.
  35. 35. Analytics and Reporting 5/3/2022 © 2021 Healthcare Success, LLC. All rights reserved. 36
  36. 36. Tracking and Analytics 2/22/22 © 2022 Healthcare Success, LLC. All rights reserved. 37 • Dashboard analytics include cost per inquiry (calls and form fills), cost per click, impression share, overall traffic and much more • Dashboards should be accessible 24/7 • Unique “Tracking numbers” can be forwarded to any phone line • Call Tracking and Call Recording • Data includes caller ID, time of day, ad source, call length and more • Integrations with CRM
  37. 37. Q + A • Any questions? 5/3/2022 © 2022 Healthcare Success, LLC. All rights reserved. 38
  38. 38. Thank You.

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