Marketers are always trying to sell something, regardless of what it is. They organize entire strategies to lead people to the web pages they want them to see. Their campaigns are often designed to drive customers to buy something they don't really need.
That's not the case with rehab marketing, though. If you're marketing a rehabilitation clinic or any kind of treatment for drug addiction, you're working to get someone the help they need. As a rehab marketer, you're working to help people — you're not just trying to sell them stuff.
Just because it's for a worthy cause doesn't make rehab marketing any easier. You still need to consider your clinic's brand, research the market, and define a target audience. Even if every step along the way of creating an effective rehab marketing strategy seems like selling people something, you're actually helping people instead.
Keep reading below to learn how to create a great rehab marketing campaign and get people the help they need.
1. Content Should Connect with Your Audience
Drug addiction is one of the most isolating experiences anyone can ever go through. If someone is addicted to something, their life starts to revolve around it. This usually comes at the cost of their friends, their family, and almost everyone else in their life.
The only way to curb drug addiction is for someone to intervene. Someone needs to remind an addicted person that they're not alone and that they can do better.
As a marketer, you can create content that resonates with people and reminds them they're not alone.
2. Your Ads Shouldn’t to Look the Same
One of the things you first notice when you first start in the rehab industry is that its advertisements always looks the same. Clinics seem to share the same bland branding template, and content may seem boring and uninteresting. This is where our client excel.
We have found that the addiction marketing space is about 5 years behind other industries in the way centers choose to advertise. Because of this, our clients have an advantage over their competition by introducing the consumer to better content through video and images. This way, those people who are on the fence about entering treatment and have seen all the ads finally take notice and hopefully an action follows.
3. Make Your Audience the Heroes
With a regular marketing strategy, you want to make your company the hero of your audience's story. You want to identify problems your audience may have, then explain how your company can fix them. The opposite is true in rehab marketing.
People with drug addiction are well aware of their problems, but most of the time, they just have trouble getting help from them. It's an achievement for them to walk into a clinic and ask for help. You should capture that in your marketing: that a person who asks for help is a hero.
Rehab Marketing Isn't Like Other Kinds
As a marketer, you're devoted to spreading information about your company. You have clearly defined goals that are usually associated with engagement rates, revenues, and regular traffic. The more people you reach the better, regardless of the quality of the connections you make with them.
That's not true with rehab marketing. Instead, you need to first focus on establishing a strong relationship with anyone who will listen to you. You'll find that it's harder to build an audience, simply because drug addiction is so isolating.
That makes your role so important — it's your job to overcome isolation and to reach people. You're helping people without even knowing it.
To help even more people, contact us here. We'll help make your marketing strategy even better so more people struggling with drug addiction feel less alone.