Every medical website or treatment center, whether inpatient or outpatient, knows that their online presence has to make it easy for patients to find information on their services.
If you visit any substance treatment center website, you will see calming pictures, inspiring images and contact information for patients. Yet patients are only one of at least three groups who you want to make contact with. Any experienced substance abuse professional will tell you that they also frequently get referrals from family members of addicts as well as professionals in other helping industries. Physicians, therapists, social workers, clergy and Employee Assistance Program personnel frequently are engaging with those who struggle with substance abuse and need to know what resources are available. Are your online marketing efforts targeting these groups as well?
What you can do: Think of your online marketing in terms of personas, not one size fits all. Patients, family members and professionals are your three main sources of referrals. So your marketing efforts should reflect this fact.
Key Words: Understanding what key words are being used by people searching for you is, well, “key.” Also knowing that there are some differences in the key words used by the different personas is important as well. Your key words based on personas will help drive your content and design of your website.
Web Site Design: If your website is a “one size fits all” information site, then you are not optimizing your most valuable marketing platform. Designing your website to tailor to personas allows you to customize content and guide the different groups to the end point of engaging clients.
Ad Word Buys: A massive amount of money can be spent buying ad words. While this can be effective, it can also be a huge waste of money if not done right. Data driven insight can help you focus your ad word buys on the key search terms for the different personas and lead to more bang for your buck.
Working with a professional who understands the personas in addiction marketing can help your team make the most of your online marketing presence.