How many times have you heard the term “lead generation”? I’ll venture a guess and say you’ve probably heard it so many times it’s become white noise. When I lose touch with the basics, I go straight to Google. If you’re anything like me, you’ve probably Googled “what is lead generation? ” only to become more confused about its application to rehab marketing.
If you’re nodding your head in agreement right now, then you’re in the right place. We’ve broken down the fundamentals of lead generation as it applies to addiction treatment marketing so you can walk away with a clear understanding of just what it means for your business.
To begin, let’s start with the basics.
A lead is a person who expresses interest in your company’s product or service. For addiction treatment marketers, a lead is typically someone who is in active addiction or someone who is searching for treatment options for a loved one. They express interest in your facility by:
Simply put, lead generation is the process of attracting strangers to your facility offerings and converting them into prospective clients. It’s all about drawing the right people in so you can deliver communication that incites a preference for your facility.
The “right people” I just mentioned are individuals who show organic interest in your rehab facility. These individuals initiate a relationship with you by requesting information and exploring your website and materials, rather than you initiating communication by sending them unsolicited information.
Let’s examine a common example to see lead generation at work:
A potential client is searching online for information about what to expect when entering detox.
He/she finds your comprehensive blog post about the detox process at your facility.
He/she is comforted by your facility’s breadth of knowledge and expert care.
He/she calls the number provided at the end of the blog post and is now a lead.
In the example above, you didn’t have to push the client toward your facility, they found you.
The two keywords for lead generation are attract and convert.
Attracting leads is all about strategic traffic sourcing. Addiction treatment marketers use a variety of channels to capture visitors, including:
Side note: we’ll be detailing the application of each of these lead-sourcing tactics this month, so stay tuned!
Converting these visitors into leads requires various levers, which allow marketers to pinpoint which individuals are truly interested in treatment. The basic lead-identifying mechanics include:
The use of these mechanisms requires an understanding of where your prospect is in the decision making journey. For example, if a visitor is viewing your blog post titled “How to Determine a Payment Strategy for Treatment”, which of the following options would you choose?
A) Include a CTA for the user to explore their options with an insurance verification tool
B) Include an email form for the user to subscribe to your facility newsletter
You’d likely select A because you know that this visitor is interested in learning more about whether he or she can afford treatment. From there, you could further nudge the prospect toward admission (if the tool determines he or she qualifies) by encouraging the individual to call your facility.
Lead generation is crucial for an industry whose client base conducts extensive research online before making a decision.According to a study by Compete and Google, 86% of patients say they searched online for treatment options and 41% said they took more than two weeks to investigate before scheduling an appointment.
Lead generation capitalizes on these behaviors by attracting research-avid clients with the information they are seeking. Without a solid lead generation strategy in place, you’re missing out on the hundreds of individuals beginning their treatment search online each day.
This month we’re going to teach you everything we know about lead generation so you can develop a strategy that delivers a steady stream of calls and admissions. We’ll detail the importance of various lead generation tactics and show you how to optimize your strategy to improve admissions. Stay tuned.