Experts in Full Service Online Marketing
Client for Over 5 Years
Scope of Work — Advertising
The Client
Background
The Meadows, an industry leader in behavioral healthcare and addiction treatment, had previously launched a program called Dawn at The Meadows. The program targeted young adults who suffered from addiction and other co-occurring conditions.
The Challenge
Rebranding and Improving with Full Service Online Marketing
The program had a rocky start and initially struggled to maintain census. After some time, it was rebranded as the Claudia Black Young Adult Center. This would add the credibility of the well-respected Meadows Senior Fellow, Claudia Black, PhD, known for her pioneering work with childhood trauma and other topics. Rebranding Dawn at The Meadows to Claudia Black Young Adult Center had an immediate impact, but it did not seem sustainable. After a year or more, the program started to struggle with census yet again. At one point the numbers were so low there were rumors of another potential rebrand, or worse, even shuttering the location.
The Results
Expanding The Program
The question boiled down to how do we improve census for an inpatient treatment program that can deliver life-changing results for patients when there are so many competing programs? Consumers often don’t know the difference between a high-quality program and a cheaper program other than the price. We needed a way to differentiate ourselves from the other programs.
We decided to create a marketing campaign that both patients and their families could relate to. Instead of purely focusing on pay-per-click advertising, we needed to get our brand out there so the right choice became clearer to the customer.
We collectively created the campaign for “SCARS”. The campaign was directly targeting young adults. The campaign featured a new logo, and display ads, including billboards and more, and featured young adults who were relatable to our core audience. The video commercial depicted a family gathering around the dinner table. As the father was suffering from alcoholism, the mother was struggling to keep the family together. The daughter left home early, leaving the younger brother there alone to struggle. He had complicated feelings of abandonment, neglect, failure to launch, and many other possible issues. The commercial was easy to grasp but had layers of complexity that a variety of people could relate to.
Suddenly, SCARS was on the map and Claudia Black was viewed as a different program. It was now a place where young adults wanted to go to get help instead of just another option on a long list of Google search results. The beauty of this is that the campaign was backed by the expertise of Claudia Black. The campaign also satisfied the needs of the parents, because they knew their child would get the best treatment possible.
We believe this program saved the Claudia Black Young Adult Center, which in turn continues to save lives by offering world class treatment to young adults.
If you have an addiction treatment or behavioral healthcare program and find yourself struggling to make paid advertising work, you may be a great candidate for a campaign, one that can differentiate you from your competitors. The right messaging can unlock opportunities that an increase in PPC spend alone cannot achieve. Give us a call or contact us for a free consultation and see if our agency can help you carry out your goals. We would love to hear from you.