Why is SEO (search engine optimization) so unique when marketing drug rehabs, sober living recovery homes and other addiction treatment & mental health services?

 

For those of you out there familiar with the world of substance abuse treatment and related mental health & addiction recovery services, you’re probably quite in tune with its many nuances as compared to other industries. Forget the the sheer level of competition among addiction treatment centers and sober living homes altogether, and focus for a moment on just the broad scope of terminology being used among those searching for such services. From medical detox to residential & inpatient drug rehab to substance abuse treatment and on and on, the array of search terms alone is enough to set this industry apart from all the rest. Then add other variables to the mix, such as private pay vs. HMO insurance vs. PPO insurance vs. indigent or state funded rehab options and the caldron of options only multiplies!

A great and simple way to determine the competitive nature of an industry online is to do keyword research on the cost of pay-per-click search terms that are common to that industry. In doing so, you will find that the behavioral/mental health and substance abuse treatment markets are up there among the higher tier players, such as: legal/attorney services, online gambling, insurance services and so forth. In fact, terms like “drug rehab” and “addiction treatment” can garner per-click costs as high $30 to $40, especially in high income regions like Malibu and Newport Beach, California.

When it comes to building effective web marketing campaigns within the addiction treatment market, the first thing we always advise is to focus on your sweet spot. The fact of the matter is, that the typical closing rate for inbound calls among addiction treatment centers is quite low as compared to other industries, typically around 3 to 5 percent. So when we say focus on your sweet spot, the intent is to target your web marketing dollars toward that which will most likely garner conversions.

Another thing to consider, which likewise sets this industry apart from others, is the changing landscape of how health insurance companies are paying out claims for residential, PHP and IOP patients. Often times, what used to be a good paying policy is unfortunately no longer the case. Therefore it is extremely important to begin focusing your web marketing efforts toward plans and services that will be more likely to result in payouts. Examples of this might be, medical detox services and PHP treatment rather than inpatient drug rehab and so forth.


There is much more that could be said about the many unique characteristics inherent to web marketing and SEO for substance abuse & mental health recovery services. For more information please feel free to contact our staff 7 days a week at (800) 894-1735 or (954) 598-1430 or by email at info@addictionwebmarketingpros.com.