An Executive Primer on Digital Marketing Strategy for the Addiction Recovery Industry. In this presentation, you will learn about specific strategies and best practices your recovery organization can use to reach more patients online in their time of need. Recorded presentation can be found here: http://foundationsevents.com/webinar-videos/

1. ATTRACTING PATIENTS ONLINE
IN THEIR TIME OF NEED
An Executive Primer on Digital Strategy for the
Addiction Recovery Industry

2. INTRODUCTIONS
Brian Davis
Senior VP of Healthcare
Scorpion
Danielle Bulger
Senior Account Executive
Google Health Systems

3. OBJECTIVES OF
PRESENTATION
In this presentation, you will learn about specific strategies and
best practices your recovery organization can use to reach more
patients online in their time of need.

4. LEARNING
OBJECTIVES
To provide an overview of how addiction treatment centers can
better serve patients through an improved digital strategy
To share practices for connecting prospective patients with
addiction recovery services right in their moment of need
To identify what you need in place to maximize your center’s
digital marketing efficiency

5. AGENDA
Finding a Rescuer in the Storm - Looking for help
online in a moment of uncertainty
Developing an online marketing rescue plan:
Broadcasting to those who need your help
Provide an online path to rescue
The Right Crew & Equipment
Tale of Rescue - Case Study
Q&A

6. FINDING A RESCUER
IN THE STORM
Looking for help online in a moment of
uncertainty

7. WE HAVE A
PROBLEM IN
AMERICA.

8. 20.4 million people need substance abuse treatment
each year, but only 17% receive it.
SOURCE: SAMHSA, 2015 National Survey on Drug Use and Health

9. There are nearly
17 million Americans who
are left adrift every year.

10. 1 in 8 adults who admit they need substance abuse treatment
fail to get help because THEY DON’T KNOW WHERE TO
GO for treatment.
SOURCE: SAMHSA, 2015 National Survey on Drug Use and Health

12. What happens online between the time someone feels
the need to get help and connecting with help?

13. UNCERTAINTY
IN A TIME THAT REQUIRES
RAPID ACTION.
What happens online between the time someone feels
the need to get help and connecting with help?

14. THE INTERNET IS POWERFUL
DURING UNCERTAIN TIMES...
SOURCE: Google/Compete Path to Treatment, Treatment Centers, 2016

15. CONSUMER DATA REFLECTS
THIS UNCERTAINTY.
SOURCE: Google/Compete Path to Treatment, Treatment Centers, 2016
2 in 5 1 in 3 10x
Patients / caregivers do not
have a treatment center in
mind when they start the
research process.
Patients / caregivers change
their minds about which
treatment center to go to
before scheduling a visit.
Patients / caregivers search
10 times before converting
on a treatment center
website.

16. WHAT DOES THIS
ALL MEAN?
Confusion and uncertainty during the research
process leads to no treatment or delay of treatment.
Thousands of potential patients do not get the help
they need every year because they can’t find it.
This costs lives.

17. BUILDING AN ONLINE
MARKETING RESCUE PLAN
Key strategies for attracting patients online in their time
of need

18. MARKETING
OBJECTIVES:
Broadcast Your Services on the Web
Reduce Uncertainty
Close the Loop & Maximize Marketing
Efficiency

19. A LIGHT IN THE
DARKNESS
Broadcasting your services on the web

20. OBJECTIVE: Broadcast
Your Treatment Services
Tactics:
● Paid Search Advertising (Pay-Per-Click / PPC)
● Video
● Display Ads
● Social Media

21. TACTIC: Paid Search (Pay-Per-Click / PPC)
Key Considerations
Immediacy -
Get seen by patients / caregivers right
when they’re looking for answers
Relevance -
Get found in the right types of searches
Targeting -
Target specifics types of online users
(i.e. geo-targeting)

22. Search drives valuable visitors who are twice as likely to convert to
treatment center sites.
4M Searches Per Year
for Addiction Treatment on
Google.com
OPPORTUNITY

23. TACTIC: Video
Key Considerations
Search Volume -
There are 1 million searches and over 20 million views
monthly on YouTube in the drug addiction category
Education -
Videos can answer questions for patients and
caregivers who are in the research phase
Engagement -
Video can be more engaging than text, especially on
mobile devices

24. TACTIC: Video
52% of patients / caregivers watch videos
70% patients / caregivers consider video
sites the most influential sources
SOURCE: Google/Compete Path to Treatment,
Treatment Centers

25. TACTIC: Display & Social Media Ads
Key Considerations
Awareness -
Stay in front of potential patients at all times – even when
they aren’t actively searching
Brand Authority -
Keep your audience informed and act as a resource
Targeting -
Target a specific audience (demographics, location, past
website visits, etc.)

26. CASTING LIFELINES
Reducing uncertainty to providing an online path
to rescue

27. OBJECTIVE:
Reduce Uncertainty
Tactics:
Professional Website &
Web Presence
Showcase & Differentiate
Answer Important Questions
Social Proof: Share Testimonials

28. TACTIC: A Professional Website
& Web Presence
Why is this critical?
Impression -
Your website is many patients’ / caregivers’ first encounter
with your treatment facility
Quality -
Your website reflects on the quality of your organization
and services
Authority -
Your web presence can help establish your center as an
authority in the industry

29. TACTIC: Showcase &
Differentiate
Why is this critical?
Assurance -
Showcase your qualifications to prove your center is
qualified to help
Differentiation -
Show why your center differs from the rest and is the best
choice
Simplicity -
Simplify the decision making process for prospective
patients and caregivers

30. TACTIC: Answer Important Questions
Why is this critical?
Education -
Inform patients / caregivers about their treatment options
and the treatment experience
Preparation -
Prepare patients / caregivers to take the next step in
seeking treatment
Trust -
Building trust by showing that your treatment center can
serve as a helpful resource

31. TACTIC: Share Social Proof - Testimonials
Why is this critical?
Proof -
Let the stories of real patients speak for themselves
Credibility -
Build credibility with potential patients and their families
Reputation -
Demonstrate that your treatment center has a positive
reputation in the voice of others

32. TACTIC: Share Social Proof - Testimonials
SOURCE: Google/Compete Path to Treatment,
Treatment Centers, 2016
Reputation exceeds
location among the top
priorities when selecting
care.

33. OBJECTIVE:
Reduce Uncertainty
Tactics:
Professional Website &
Web Presence
Showcase & Differentiate
Answer Important Questions
Social Proof: Share Testimonials

34. THE RIGHT CREW
AND EQUIPMENT

35. CHECKLIST
Manage the Entire Online Equation
Technology-Enhanced Bid Management
Conversion / Admission Tracking
Real-Time Performance Data
“A” Players Only

36. TACTIC: Manage the Entire Equation
Why is this critical?
Control -
Control each piece of your digital marketing strategy
Continuity -
Make sure the various pieces are aligned
Streamlined Success -
Achieve better results by having a more streamlined
strategy
Lots of variables make digital
campaigns naturally complex.

37. TACTIC: Technology-Enhanced Bid
Management
Why is this critical?
Precision -
Base your bids on the volume and types of leads you
want to receive
Targeting -
Further refine your paid search retargeting to reach your
most relevant audience
Better Results -
Reach better results with less guesswork

38. TACTIC: Conversion / Admission Tracking
Why is this critical?
Tracking -
Track conversions / patient admissions back to specific
marketing initiatives and campaigns
ROI -
Determine your marketing return on investment (ROI)
based on this data
Analysis -
Analyze digital marketing performance and adjust
accordingly (campaign optimization)

39. TACTIC: Real-Time Performance Data
Why is this critical?
Real-Time Access -
Access the most up-to-date data whenever you need it
(No out-of-date spreadsheets)
Easy to Understand -
See the most important metrics front and center with visual
representations of the data
Streamlined Data -
Manage data for various campaigns and locations
all in one place

40. TACTIC: “A” Players Only
Why is this critical?
Complexity and competitiveness of the addiction treatment market
online require a high level of technical sophistication and
constant management.
Best practice include skilled digital management with technology
enhancement.
Without “A” Players on your team who have the right technology
and industry experience, you will inevitably spend more and
get less return than would otherwise be possible.
Fewer patients will be reached without the right team.

41. CHECKLIST
Manage the Entire Online Equation
Technology-Enhanced Bid Management
Conversion / Admission Tracking
Real-Time Performance Data
“A” Players Only

42. TALE OF RESCUE

43. TALE OF RESCUE
Addiction Treatment Marketing
Case Study
Results of best practices for regional addiction
treatment provider:
- 100% improvement in media efficiency
in 6 months
- All-time highs in admissions after 6
months
- Consistent > 8:1 return on ad spend
confirmed with call center

44. TAKEAWAYS
● Do you have a marketing strategy that includes online media?
● Is your website very hiqh-quality and mobile-friendly?
● Are your results and metrics transparent and real-time?
● Do you have a team that has access to the necessary technology to maximize your media efficiency?
● Are you able to connect your new admissions to specific conversion pathways?
● Do you have the right “crew” in place?

45. SUMMARY & REVIEW
There are thousands of people who are not getting the help they need
because they can’t find you. These people are looking for you online.
There are key strategies that are critical to help you attract more
patients online and save lives.
Use the web to broadcast your services to patients in their time
of need.
Intentionally seek to reduce uncertainty in the mind of the
patient.
Use right team and technology to close the loop between
marketing investment and patient admissions to maximize
marketing efficiency and save more lives.

47. Brian Q. Davis
Senior VP of Healthcare – Scorpion
Brian.Davis@Scorpionhealthcare.com
214.459.0271
www.scorpionhealthcare.com
LinkedIN : www.linkedin.com/in/brianqdavis
Twitter : https://twitter.com/brianqdavis
Facebook : www.facebook.com/Scorpion.co/

48. THANK YOU!