Behavioral health service providers are on the front lines of battling mental health disorders and are the key to helping people overcome addictions and other behavioral conditions. In the United States alone, nearly half of all adults will experience or suffer from a mental illness in their lifetime. Unfortunately, only about 40% of them will actually seek treatment.
For individuals seeking treatment, it’s a common practice for them to go to a search engine and start looking for information on mental disorders to better understand the causation of their issue(s). That’s a rabbit hole in itself for the average user and can often lead to people misdiagnosing themselves.
Mental healthcare providers can’t control people’s search behavior but what they can control is the type of information people can see in search results and the ability for those individuals to become familiar with their brand, especially for those proactively seeking treatment providers.
Here’s how to market your mental health service to the masses across the full spectrum of digital marketing channels:
- Conversion-focused Website Design
- Search Engine Optimization (SEO)
- Google My Business Optimization (Google Maps listings in search results)
- Pay-Per-Click (PPC) Marketing via Google Ads, Bing, Yahoo!, and DuckDuckGo
- Social Media Marketing & Advertising via Facebook, Instagram, and LinkedIn
- Email Marketing
Sites that are outdated and not properly optimized for mobile are guaranteed to fail in terms of acquiring leads from online marketing. If your site isn’t providing the type of experience potential patients expect upon arrival to it, it’s beyond time to redesign your site since there’s never a second chance for a first impression. And once they’re gone, they’re gone.
Be sure to find a designer or an agency partner who not only understands the behavioral health market, but also understands the importance of architecting aesthetically pleasing, mobile-optimized, and lead site visitors to conversion.
SEO is a marathon-paced endeavor, but statistics show that when done correctly, Search Engine Optimization for mental health professionals can provide a steady flow of targeted traffic and leads for your practice indefinitely. Who doesn’t want in on that action?
SEO isn’t exactly rocket science, but it does require patience and persistence in terms of optimizing your site and advanced knowledge of what works and what doesn’t in terms of coding, content, and backlinking.
The main areas needing to be addressed for SEO should include:
- Analytics and Google Search Console setup
- Keyword research
- Title optimization
- Meta description optimization
- Alt tag optimization
- Optimization of relevant content
- Anchor text
- Headers and footers
- Consistent content creation (new web pages, blog posts, and articles)
- Inbound links from third party sites
Of all the digital marketing channels we’ll be covering in this article, SEO is, without question, the #1 channel for producing both the best ROI from your marketing dollars and acquiring new patients for your practice.
Google My Business Optimization (Local SEO)
Google My Business, which is often referred to as Google Maps, is an important piece of real estate you’ll need to attack from an online marketing standpoint if you’re looking to pull in behavioral treatment patients from your local market.
Unlike Google organic SEO, Google My Business doesn’t look at coding and backlinks to determine “relevance” thus increasing your positioning in search results. Rather, in the case of Google My Business, it is heavily reliant on EXACT data points you put on your Google My Business profile (official business name, address, phone number, etc.) and looks at third party sites the likes of Manta, Yext, InsiderPages, etc. to see if the exact same data exists on them. The more frequently data points match in terms of quality and quantity, the higher the potential for increasing your ranking within local search results for relevant terms.
There’s much more involved with Google My Business optimization, but the above covers the core foundational items needing to be addressed.
Pay-Per-Click Marketing is a must-have if you have a newer website or are looking to shore up leads from online marketing in short order.
Unlike SEO which can take months to start seeing results from your efforts, Paid Search Advertising for behavioral treatment centers offers the ability to start running ads in a matter of days on platforms such as Google, Bing, Yahoo!, DuckDuckGo, Facebook, Instagram, and LinkedIn. This is fantastic for getting immediate targeted traffic to your site but comes at a cost.
As the name indicates, you “pay per click”. Every time someone clicks on your ad, it will cost you “X” number of pennies or dollars for each click. This can get seriously expensive, especially for the mental health/behavioral healthcare vertical. So…be ready to open up your wallet a bit if you get into the PPC game.
The good news is, when PPC is done correctly, it can be very rewarding in terms of return on investment for your marketing dollars and can provide strong returns. The only caveats are you absolutely must set up stellar ad campaigns and keep an eye on matching options, keyword targets, etc. and closely monitor analytics to make sure your campaigns are producing the type of ROI you’re seeking.
Social Media Marketing
Social Media Marketing is a phenomenal place to spend time and marketing dollars to promote your mental health practice and do so to the masses at a level unmatched by other digital marketing tactics.
It’s on social media sites where you can share all types of information ranging from mental health awareness to events to PR announcements and beyond. It’s also a great place for you to build your follower base and advertise to specific target audiences in a laser-focused manner. And just like organic SEO, Local SEO, & PPC, social media channel marketing for treatment facilities has proven to provide new patients each and every month when executed properly.
When you get leads from your site, you typically get email addresses as a part of form submissions, newsletter signups, etc. You may already have a huge list of email addresses. But what are you doing with these valuable email addresses? Are you segmenting them and regularly emailing patients, previous patients, parents or loved ones with strategic messaging or the latest news, events, or procedures to keep your brand top of mind?
Most behavioral treatment clinics and service providers don’t take full advantage of email marketing and very few of them know how to do it effectively. Regardless, if you’re not doing email marketing at all, you’re missing out on a huge opportunity for new patient admissions and potential referrals from previous patients or their loved ones.
Ask About our Behavioral Health Advertising Services
The above digital marketing venues have all proven to provide strong ROI if the strategy is set up and executed properly. Some take longer than others to shore up results, but collectively all work toward the same goal of maximizing your exposure across the internet.
If you’re not convinced you are getting the best results from your internal marketing efforts or from a digital marketing agency partner, please give us a call at 855-876-7238 to speak with one of our behavioral health marketing specialists today for a free consultation and assessment.
Did we mention Lead to Recovery has a 100% client satisfaction rate? It’s a record we intend on keeping…