Apr. 25, 2017
By: Mike Milligan, President
As a behavioral health clinician or leader, you've learned that no patient's situation is the same. Every patient or client has a unique situation. Some of the circumstances may be similar (depression, addiction, or other behavioral health issues), but as Julian Seifter, MD, author of After the Diagnosis says, "You are not your illness. You have an individual story to tell. You have a name, a history, a personality. Staying yourself is part of the battle."
So profoundly true. And ironically, you should keep these same tenets in mind when marketing your behavioral health practice. Just as in treatment, effective behavioral health marketing requires creativity and knowledge, balanced with strategies that produce outcomes. Or as Dr. Siefter says, "Sometimes doctor and patient have to throw out the rule book and construct highly, personal, creative solutions."
Keep these tenets in mind when marketing your behavioral health practice. Just as true for effective treatment, effective behavioral health marketing requires creativity and knowledge, balanced with strategies that produce outcomes. Or, as Dr. Siefter says, "Sometimes doctor and patient have to throw out the rule book and construct highly personal, creative solutions."
Now don't get me wrong: I still like to follow the rules. And in the world of marketing, this means creating a strategic marketing plan that forms your goals and your roadmap to achieving your desired business outcomes. But, this also is where science meets art. Just as every patient has a unique story to tell, so does your behavioral health practice.
Recently, during an initial branding discussion with one of our clients (Edgewater Behavioral Health Systems in Gary, Indiana), I asked its president and CEO, Dr. Danita Johnson Hughes, to share what she considered her current brand, and what her aspirations were for it.
Dr. Hughes, also an author and nationally renowned mental health advocate, reminded me that many people still perceive behavioral organizations to be sterile, institutional facilities. And sadly, the stigma related to reaching out for help continues to discourage many people from seeking care. So what's a behavioral healthcare clinic or organization to do? Start with smart marketing.
For starters, personalize your brand. Sound a bit nebulous? Let me pin down this concept with a few critical marketing must-dos.
Bad Headline: Our Providers are Specially Trained, with the Technical and Scientific Knowledge to Give You Comprehensive Treatment
Good Headline: Specialists who Make You the Priority
Bad Headline: When You've Hit Rock Bottom . . . We're Here
Good Headline: Take the First Step in Taking Back Your Life
Bad Headline: Is Your Alcohol Handling You?
Good Headline: We've Been There, and Now We're Here to Help
Your organization has a story to tell, and that story defines your brand. Sometimes that story is told through your employees, referral sources, or through clients or family members. And "how" you tell that story is critical too. There are traditional ways, such as advertising and direct mail, but there are also newer, more personal approaches, such as video and digital communications. Just as no patient is the same, no marketing strategy is either. Attracting clients to your brand is about making a connection. A connection that is real and personal and that tells your unique story.
Website by: Craig Erskine