Have multiple locations? Maybe you serve the underserved community needing addiction treatment. This blog should explain the tools you can use to increase your local and national rankings, create blogs, and track success with little to no effort.
The day has finally come that Google realized how much they were shooting themselves in the foot but also hurting real recovery centers around the country with their PPC ban on most addiction related keywords.
In an announcement from Google, they basicly said that they are working with a firm, Legit Script (https://www.legitscript.com/service/certification/addiction-treatment/) to review all recovery centers to ensure they are actually centers. This will still eliminate a lot of lead generation companies and body brokers, which was the entire point to begin with. Click the link above to begin your two step process. Step one is paying the fees. One time fee of $995 and an annual fee of $1,995. Then you will need to provide a long list of documents that are needed. The key document being your center Policies and Procedures manual. That is a genius move as all licensed centers must have a P&P for licensure which will weed out the lead gen companies and body brokers.
That all being said, and we are VERY excited for our clients to have access to Google Adwords again, don't forget about what happened. If you are reading this blog, chances are you were hurt, badly, by the removal of Adwords from your marketing spend. That change lowered your census and put you in a rough financial spot.
The old school mentality of marketing for recovery centers is dead. That needs to be 100% said and without any interpretation. The days of just spending $20k in Adwords to generate 5 intakes instantly is gone. The process has changed, which means your marketing strategy needs to change with it. Or, go the way of the 100's of treatment centers that didn't adapt and are now closed for business.
The process from initial interest to entering treatment is a window of 27-46 days. That is how long it takes the average person to trust themselves enough to make the call and change their life. Throwing money into Adwords doesn't speed that up. (although sure, you could target bottom of the funnel keywords to be included in the conversation, but that will increase your Cost Per Intake to a major level. This is why we are happy to be the only addiction marketing agency offering retargeting and connected TV to our clients. These two platforms allow our clients to continue the conversation with those that have landed on their website but not yet made the choice to call or enter treatment. Through both retargeting across the web and on television (yes, tv. The days of buying a demographic are over, its all about targeted advertising) we can continue to brand your treatment facility and message the individual until they are ready to make the call. Our data shows that when used, correctly, our clients say a 42% increase in the number of leads they received.
In conclusion, as an agency parter of Google's, we are very happy that our clients are able to get included in this program quickly and we are excited to fire up the Adwords programs as well. However, we also will never forget what this did to many of the smaller centers in the country that were doing good work. Our advice? Engage with Google Adwords, but incorporate more than just Adwords into your marketing strategy. Not only will this benefit you today, but if they ever make a change like this again, you won't be hurt as badly.
If you would like to learn more, just give us a call. 877-506-8389. We would be happy to explain the process further.
The debate on gun regulation is going strong, with some major changes coming down the pipeline. But what about addiction? Addiction kills 11 times the number of people, and yet, we do nothing. Here is the data to support that fact.
So, your Adwords account is spending 40-60 percent less now, and the phone just isn't ringing. What should you do? Well, you came to the right place. This blog will take you through the changes with Google and provide you with alternative methods of generating leads that produce better results than Google Adwords.
HUGE changes came down on the 1st of July for treatment centers in the state of Florida. First, we want to go on record that we agree with what has been done in Florida. For a long time, we have all known about the patient brokering happening down there. However, with the new legislation being VERY broad, treatment centers trying to market the right way are also suffering.
So, what can you do? What does this law mean for your center in terms of online and offline marketing? First, let me be clear, we are NOT a legal resource and we highly recommend contacting a local Florida attorney to understand exactly what you can and can not do. However, we had our attorney review things and here is what you need to know.
- STOP BUYING LEADS. If you are in Florida, you can no longer buy phone calls.
- You must update the way you answer the phone when potential clients call you. You MUST mention that you are in Florida. "Thank you for calling XYZ a Florida recovery center, how can we help you?". But don't use that, its horrible.
- You must review everything on your website to ensure it is 100% factual. Any mention of "best" or "voted number 1" or anything like that needs to be verifiable.
- When you are using Adwords to target areas outside of Florida, you need to mention that you are a Florida based treatment center in the ad.
- You must work with a Florida licensed marketing agency. Yes, that is a real thing and we are currently going through the process.
Okay, so catch your breath for a minute. This is actually a good thing for a lot of the better centers in Florida. I agree, the law is a HUGE overreach and is very vague. And, you KNOW, they are going to be looking for those that step out of line to use as an example. So, here is what you can do.
Branded is Your New Best Friend
Your pay per call campaigns are gone, but you can still generate leads the good old fashioned way. The use of SEO, Paid Search, Social, TV and Radio are still 100% okay as long as it is branded to your center. This means, your TV commercial that generates callers must be about your center, specifically. Your paid search campaigns must go to your centers website. You can no longer buy those $40 calls (but lets be honest, that was a crap shoot anyway). We have seen clients do much better when they purchase the TV themselves and generate interest in their business. People are tired of the same old fake doctor telling them that addiction is a disease. They want something more. With a branded TV or radio spot, you not only get the direct response calls, but your organic and paid search will increase as well. Built a great commercial and they will come. Calls that is.
You have held out long enough. It is time for SEO
The day is finally here. You MUST do SEO now. Local rankings drive a lot of traffic for centers, and can be a large intake machine for your center. Now, I know, it takes a long time, and costs a lot, but in the end, it is worth it. We have clients that get just 110 calls a month and generate 10+ intakes at a $300 cost per admit. So, jump on it. The sooner you start, the sooner you get the results you want. Plust there will be a lot of centers shutting down over this new rule, and those that are positioned well, organically, will be able to rise to the top.
Your New Immediate is Paid Search Marketing
Update your PPC campaigns, or begin one. You can target anywhere in the country you want and a good PPC managment company can hyper target for better cost per admit goals. (Yes, we do that). Yes, placement services have made the cost of Adwords go up, however, they will quickly run from Florida as patient brokering is a serious offense now. This leaves it open to centers that can move quickly and have quality landing pages to drive visitors towards. Estimate about $15,000/month in budget directly with Google and a 15% managment fee to see a quality cost per intake.
Hope Is Not Lost
As I said, hope is not lost. In fact, if you own a center that offers quality treatment and doesn't play the "game", you will do well with this new law. Just reset your prospective and expectations. If you are interested in our services, we are not able to work within the state of Florida as of yet, as we are awaiting our licensing approval. However, if you give us a call, we will update you as soon as it is approved.
At The Drug Rehab Agency, we speak to roughly 10 centers a week. Many of them smaller, non-profits trying to compete in our competitive market. They don't have the budget that is needed to spread the word and help people. This is why The Drug Rehab Agency is excited to announce that starting in April, we will "scholarship" two non-profit treatment centers that are trying to help the less fortunate, and can prove it.
Our addiction marketing services for these selected two non-profits may include:
Although we understand there are many other methods to generate leads in our space, these five areas of marketing produce great ROI and once implemented correctly, can generate intakes for the foreseeable future, without our help.
If you would like to have your non-profit rehab center considered, please fill out the following form. We will reach out to you shortly after to speak about the opportunity.
Have you tried everything available to generate leads and intakes for your center? Bought those phone calls that everyone says, “You will close 2-3 per 100 you buy”, only to be sent phone calls for people looking for other centers, free treatment, or hang-ups? How about Google Adwords? Have you gone down that path and spent $10’s of thousands of dollars and maybe received one intake? Here is what to do when the calls stop coming in and you are in need of intakes.
Stop Buying from Different Vendors
One of the largest problems that we see as an addiction marketing agency is that centers (or the executives) want to divide up the marketing expenses by vendor. Stop doing that! What if you marketing team didn’t communicate with your intake team? Your medical and executive staff didn’t communicate new modalities with your marketing team? It would fall short. So why think it wouldn’t when it comes to driving leads? Hire a company or two companies that either own everything in that space, or are willing to communicate with another company to drive the best result for your center.
Look To Social Media
Social media has been a HUGE driver for leads and intakes for many centers. Like anything else, you need to do some quality targeting to ensure you are approaching the right people. A large issue we see is that people are using Google Adwords to heavily when Facebook and other social platforms can produce a similar result for less. On average, the cost per click on Facebook is just $8.00 versus Adwords which is over $20.00 if now over $50.00 a click.
Review Your Local SEO
Everyone in treatment will agree that when it comes to online marketing, the best leads come from organic search. Depending on your centers geographical location, this may be more difficult to achieve, however, it is the center piece for all successful marketing programs. Google “Drug rehab (city name)” if you don’t see yourself, no one else does either. It is time to focus on Organic Search to generate long term results and a continues flow of leads.
A long lost advertising platform, the display ad may seem an older form of marketing, however, it is inexpensive and, when done correctly, can generate the type of calls and leads you want. The key here is to ensure you are advertising on sites that make sense. If you are trying to generate intakes for your luxury treatment center, you won’t want your ads on Buzzfeed. Remember, demographics are still targetable online, and should be used in any display purchase. Also, if you are a new center, look into Rehab.com and recovery.org. They rank well for just about any state keyword, and you can purchase the rights to be name a top center in that state.
Paid Search Through Google, Yahoo, and Bing
In the last year, this mode of generating leads has gotten very expensive. With more and more placement/lead generation companies entering the market, the demand has increased, while supply has stayed the same. (see, Econ 101 wasn't a waste of time). Although it has gotten more and more expensive, there are still small tweaks you can make to your paid search platforms to make sure that click matters. One way is to focus on the wealthy areas of your market. You can look up home prices and find the areas of the country with the most expensive homes and target them through your platform. You can also run a click to call campaign for mobile search, allowing the searcher to simply call you from the Google homepage.
Television and Radio
Let’s get this out of the way first. Buying phone calls from a generic commercial on the TV or radio is not what we are suggesting. Most likely, you have tried this and, as I mentioned in the opening paragraph, its garbage. I am suggesting you do a branded TV advertisement and/or branded radio ad. Based on your budget and target marketing, we are seeing Cost Per Admits under $4,000 through both radio and television. The key is that the ads are branded to your specific center. Not the general, “Do you or someone you love suffer from addiction?” stuff you see during day time television.
The Drug Rehab Agency Offering
The key to success in the marketing space is hiring the right agency to manage this process. The Drug Rehab Agency is able to manage each of the above platforms with over 20 years of combined experience. As an agency, we have buying power that you may not get on your own, as well as the true experience in the treatment space to make your ad spend return an ROI.
How we Do It:
Not all advertising works 100% of the time. There are times when your paid search will not return a positive ROI. Or the cost of TV and radio has increased like it did in the election. This could be because more people entered the market, or the cost is simply to high. Working with The Drug Rehab Agency allows us to manage this for you. Allowing us to pivot away from Adwords and reallocate that budget to more radio or TV spots, or increase quantity of display ads we are showing on selected websites. Our job is to deliver as many phone calls as possible for the budget you have provided. On average, our clients see a Cost Per Admit below $5,500 in the first month and below $4,500 the second. Select clients are below the $3,500 cost per admit mark after 3 months.
If you are interested in learning how our marketing programs can generate intakes quickly and cost effectively, contact us today!
We get a lot of calls from treatment centers asking for help with SEO. We also work with a lot of new centers that are starting out and really don’t know much about the space. An issue we have seen over and over again is that SEO companies are promising the world to these centers in order to close the deal. Too often, we come across a company after they have already been taken advantage of by a dishonest SEO firm, and we have to help dig them out of the quagmire. I want to discuss this issue and give you the information you need to make a smart, safe decision when it comes to selecting an SEO firm.
There are two types of SEO that can be done to your site: Quick or correct (Risky or True). Not both. If a firm says they can get you first page rankings in two months, they are either lying to you, or are using risky SEO practices.
What are These “Risky” SEO Practices?
An estimated 70% of what determines a website’s ranking increase in Google are the links pointing to the site. We have discussed this before – links are like votes for your site. The more websites that link to your site, the more authority you have in Google’s eyes, and hence, the higher your site will rank for keywords.
Risky SEO is not playing by the rules Google has outlined for SEO. This means BUYING links, not earning links. You can buy 10,000 links to your site for about $250. This method worked great in 2006, however not so much in 2015. The draw here is that it is much cheaper to do link building this way, which is why risky SEO companies can offer you such a low rate for services.
The benefit of Risky SEO practices is that it, sadly, still works but only for a short period of time. You can get rankings in 2 to 3 months, but in 6 to 9 months, Google will penalize you and you will not rank for ANYTHING. Imagine what that would do to your business.
What is “True” SEO?
True SEO is what The Drug Rehab Agency and a few other firms in the space do. This is based around providing Google with what it wants – lots of top level content. Then we use this content to approach websites and ask for a link to the content. Another form we use is writing knowledgeable content to host on publishers’ websites in the treatment space. This content then links back to your site. As long as the content quality is there and there is not exchange for services, this is 100% above the board with Google.
SEO is not instant. Period. No matter what you are told; there is no way for SEO to give you instant results. That is what your paid search budget is for. We have found that it takes 5 to 7 months for a new website’s rankings to reach the first page of Google’s search results, and about 3 to 4 months for a currently live site. Be very careful when selecting your SEO partner as their “work” may leave your site worse than before they started. SEO takes time, and can be a HUGE ROI driver for your treatment center, so ensure you select the right company for the job. Or, you can just call us…
We often get a lot of emails about our work here. We help real centers increase their intakes, which helps those battling addiction. However, none were as funny as this one. A New Mexico client has had an amazing Q1 thanks to our work with their website. And he wanted to tell you about it. :) Enjoy.
John runs an amazing facility, and our addiction marketing program has helped this facility bring that level of care to more people in New Mexico than ever before.
So it begs the question. " Do you feel this way about your SEO?" If not, give us a ring. We would be happy to review your site, and provide you with affordable options to the level of Johns facility.
I have spoken to a lot of treatment centers, some of which are very large and have multiple locations. The most interesting part of these conversation is that some of them don't believe that search plays a big role in the decision making process. When I heard this I was shocked because the data just simply disagrees.
In a study by Compete and Google, the evidence as to the value of search is VERY clear. Have a look below.
We read the entire study, and here are the key points they make:
- 86% of patients used search prior to scheduling appointments
- 57% of people search for treatment (Detox, Equine Therapy)
- 25% of people search conditions (Drug addiction, alcoholism)
- Patients who converted did over 3x as many searches than those who didn't. 4.0 VS 13.8
- 30% of patients who watched an online video booked an appointment
- What users look for in a treatment center
- Accepts Healthcare Plan - 91%
- REPUTATION of FACILITY - 87%
- Uses latest technology - 77%
Did you read those? 86% of people who actually convert, use the internet. Not only to find treatment, but to learn about treatment. We talk about the consumer journey on our content page, and this simply enforces what we have been doing for clients.
People want to know:
- Do I have an addiction
- What that addiction?
- How it is treated?
- Where can I get help?
- Do they have a good reputation?
87% of patients are going to check up on your online reputation. Have you Googled your center lately?
If you would like to know what SEO and paid search would cost in your area, give us a call, or complete the form. We will get in touch with you and review your options.
Content – it’s king. I am sure you have heard this phrase for some time now, however, it rings true now more than ever. Especially in the drug treatment space. With more and more lead generation sites going up, Google is looking to crack down on low value content with backlinks pointing to it.
Think of it this way, if you look at your site, and honestly assess where you are, how do you rank your content? I review websites all day, and reviewing the content is a large piece of that. I can tell you, 80% or so treatment websites have very thin content. “Thin” means it was built for SEO and is not providing information or value for the visitor. Some rehabs use an old school SEO company that stuffs in keywords for ranking purposes. Others have great Local pages, but lack the depth of true reference content. Both of these methods are no longer effective due to Google’s updated algorithm. Below I will outline what you should be writing about and how content directly affects your search results ranking.
What Content to Write:
Here are the categories of content that we build out for our clients:
1) Local Pages – If you want to rank highly in Google for local search terms, you need to build your content to speak to the local market. Use your city and state for these pages. City and State should be in your Title Tag, H1 Tag, alt Image tags, and of course, the actual body copy. Have no idea what that means? Contact us; we can help you.
a. Local pages can also mean going outside of your facility’s exact geography. Trying to rank for surrounding cities or states is a great way to expand your reach. A lot of our clients will look to gain patients from around the country, starting close to home and branching out. Some facilities even offer to pay for the patient’s flight out. Build these local pages as you would the original. Remember, do NOT say you are in a location that you clearly are not. That is just bad business. Let the reader know that you are located out of state, and give the reasons your facility is worth the travel. Many facilities will discuss how “moving away from the environment and things that started you down this path” is important for learning how to live a new life.
2) Drug Names – I was shocked to find that not many treatment centers do this. People are searching like crazy for a specific drug and a treatment term. Give it to them. Your content should speak about the specific drug and how your facility treats that drug. Remember, write to your audience. Find any opportunity to connect with them. You know their drug of choice, so speak to it. Give examples of success stories because of the way YOU treat the patient.
3) Evergreen Content – Evergreen content is content that is simply informative, but will always have value for the user. Cover topics such as “Am I an Alcoholic?” or “Signs of drug use in teens.” These types of search terms drive a large amount of traffic. Evergreen content is considered to be top funnel of the sales cycle, but it is a great way to build a brand and actually help people.
ROI from Content
We have outlined the content you need to write, but you may be asking yourself, “Okay, Marcus, thank you but why does this matter for marketing and lead generation?” Here is why…
1) Google wants content – If you are doing any type of link building, and you have very thin content, you will be penalized. It’s as simple as that. A link is a vote for your firm and the content on the site. If you have very little or thin content, it wouldn’t make sense for people to link to you. Hence, penalty. This has happened in the past to many of our newest clients who have worked with agencies that think SEO is a plug and play, rather than an investment. We stress to them the need for content before we can do anything else. Most of the time, they come to us after the penalty, which increases the repair we need to do to help them, raising their costs. Don’t be that facility. Write good content and save yourself money.
2) Traffic – We all know the name of the game is traffic. Traffic turns into conversions, conversions into intakes, and intakes to dollars. But the types of traffic you’re generating is also important. You need to understand the funnel of your website visitors. Some will enter your site through keywords like “Drug rehab Phoenix” or “heroin treatment Mesa Arizona.” These will convert better. But what about that huge amount of traffic you could get from people searching for help, like, “Am I an Alcoholic?” Those people exist in HUGE numbers out there. Remember, as much as we all want to build our business, giving people helpful information always pays off. Look at you, right now. You are reading a blog that helps you for free from my company. Maybe you’ll be one of the ones who reads this blog and becomes a client.
3) Link Building – This is a piece most marketers forget about when planning content in the treatment space. People link to resources they find online. If all of your copy is sales copy, don’t expect much linking to take place. Build out great pieces of content, and then get people to link to it. It’s a great generator of the number 1 ranking factor in Google.
4) Retargeting – If you are not using retargeting, you are leaving leads on the table. Retargeting allows you to turn those evergreen content readers into phone calls. Retargeting is the use of display advertising based on a site visitor’s actions. Using retargeting, you can serve ad reminders to people who came to your site and left without converting.
Here is how most treatment centers handle visitors to evergreen content:
Son is showing signs of drug use.
Mom searches for “Signs of Drug Use.”
Your website comes up in the top 3, and mom visits your page.
She gets educated and spends the next few days watching her son and putting to use the information you gave her. The end.
Here is how OUR clients are successful:
Son is showing signs of drug use.
Mom searches for “Signs of Drug Use.”
Our client’s website comes up in the top 3, and mom visits the page.
She gets educated and spends the next few days watching her son and putting to use the information our client gave her.
While she is evaluating her son, she is shown simple ads whenever she is online. Ads might say “Need help identifying addiction?” or “Call us now for complementary intervention services.”
At some point in the future, Mom clicks on your ad and makes the phone call.
You now have a new lead.
That is the power of retargeting!
We have covered the type of content to write, why you should write it, and what to do with the traffic once you get it. At the Drug Rehab Agency, we cannot stress enough the importance of resourceful, well-written content. It is truly the right way to succeed in organic search.
If you are having a hard time getting started, or just don’t have time to create and execute a content plan, please contact us. We only work with treatment centers, and our copywriters have gone through treatment. Our writers can speak to your users from the addict’s perspective and help you build your business.
Mobile SEO...You don't really need it. Or do you?!
What Do Rankings Really Mean for a Rehab Center?
If you own a rehab facility or run the marketing department for one, you're aware of SEO. You likely know how important and challenging it is to rank highly for specific keywords in an increasingly difficult field. But what you may wonder is how these rankings equal dollars. And how much budget you should spend with an SEO company?
As you look to invest in your rankings, it is important to understand what each position in the search results means for you as a business, so you can invest the right amount to be successful. Not too much, and not too little. Luckily, there is a way to quantify it. In this blog we reveal what your investment in drug treatment marketing with SEO is worth and support our calculations with data.
Setting Up the Example
As all our readers' facilities offer different services for different price points in different locations, we will be using a static set of keywords for our example. Your geographic location will dictate the true numbers, and we will show you how to figure that too. Or you can give us a call. Our SEO services start with a free site review.
Keywords Targeted – These are examples of the keywords for which you might like to rank. Again, these are generic so we can find search volume and extrapolate dollars.
· Drug rehab facility
· Drug treatment facility
· Alcohol rehab
· Alcohol treatment
Geography – As our readers do not live in the same area, we will be using Google’s data at a nationwide level. To find your local search volume, use the Google Keyword Planner or give us a call for a free review.
Entrance Cost – Most of our current clients charge between $6,000 and $22,000/month for in-patient/residential treatment. We will use $10,000/month for our example. Additionally, we will calculate the numbers as if a patient stays with a facility for a single month. If you own a long term treatment center, adjust accordingly.
Click Through Rates – The click through rate (CTR) is the percentage of people who click on your Google listing, based on your position. We will be using industry standards, which were just updated from Marketingland.com.
Understanding the Data
Monthly Search Volume – Discovered through Google’s Keyword Planning Tool.
Current Rank – Where are you now? 80% of our current clients came to us in the middle of the second page. 15% where beyond the 3rd page, and 5% needed to go from number 10 to number 1.
Estimated Traffic – Given the rank on the second page (15th), this is the estimated traffic for the given keyword.
Future Rank – Where SEO can get you. With our clients, we aim for top 5 nationally, and number 1 locally.
Estimated Future Traffic – Given the ranking increase, and the CTR from the given position, this how much traffic that keyword will send you.
Conversion Rate – The conversion rate of your site. We have clients who convert 10% or greater, so we took the more conservative number.
Total Leads – Of the traffic that came from a keyword, and the conversion rate of the site, this is the estimated number of phone calls or form fills the site would generate per keywords.
Qualified – This is where working with a Rehab SEO company makes sense. Not all leads are good leads. Actually, we have found that only 20% of leads from these keywords are qualified (Have funds, insurance, ability to get a loan, etc).
Intakes – Of the 20% that are qualified, only 20% (on average) will sign with a given facility. This is heavily dependent on your sales staff and the competition in the area.
Value – The total number of dollars that keyword will provide each month.
With just four keywords, a national firm simply ranking in the top 5, could possibly make more than $75,000/month. And, as you see from our standards above, this is a conservative estimate. This is why you see so many large firms battling it out in the top 5. There is a lot of money to be made there. They are willing to spend the $25,000+/month to rank for these four terms.
There's some good news. Most treatment centers operate locally. This changes the numbers, as local business typically converts better than national, although the search volume is much lower. Here is the data using an average of our current clients, and their search volume (factoring the same entrance cost).
The question: Would you be willing to invest $1,200-$4,500/month to make more than $40,000?
I am sure most of you reading this work with an SEO firm. We are certainly not the only game in town. However, ask yourself, “Are we ranking in the top 3 for our terms?” If the answer is no, we should talk. Taking you from page 2 to page 1 is a nice increase. But taking you from Position 10 to position 1 will make your year!
**A point I would like to make here is that this is ONLY 4 keywords. There are more than 100 keywords that are searched every month. Keywords vary by location, and your search volume may differ. To find out what type of results you could get from SEO, CONTACT US, or fill out the form.