2 Jun 2017 RB Marketing Series

Social Media 101: Why Your Rehab Center Needs a Strategy

Ryan Eisenacher
Ryan Eisenacher
[Former] Content Marketing Manager

Social media marketing can positively impact your rehab facility in many ways: increased brand awareness, improved search rankings, and enhanced authority and credibility, to name a few. However, it’s a complex beast. And when you add addiction treatment into the mix, a topic that’s highly sensitive and fraught with laws and regulations (HIPAA, anyone?), it only gets more complicated.

Just like any other marketing endeavor, you have to approach social media seriously and strategically.

Some people think a business needs social media simply for the sake of having it — this couldn’t be further from the truth. Taking into account the landscape of our industry, it isn’t enough to muddle along posting random content at random times. Without due diligence and a plan of action, you’re likely to fail at social media, or worse, give in too soon and consider it a fruitless undertaking. Just like any other marketing endeavor, you have to approach social media seriously and strategically.

When it comes to social media, here are four reasons why your business absolutely needs a plan in place:

  1. It Provides Direction

    If you’re mindlessly posting and tweeting content, you’ll never truly understand your audience. Besides, what’s the point of writing, sharing, and curating content if you don’t know why you’re doing it in the first place? Simply put, a social media strategy will eliminate the guesswork of your efforts. And a helpful way to determine how well you’re doing — and whether or not you’re heading in the right direction — is by setting SMART Goals:


    Remember: your social media marketing goals should be aligned with your overall business strategy. The most basic way is to start small and work your way up to larger goals.

  2. It Influences Decisions

    Did you know that more than 40% of consumers say that information found via social media affects the way they deal with their health? This is incredibly important because millennials are gaining more and more purchasing power, quickly becoming the primary decision makers not only for their own care, but also their parents and children. And guess what? Millennials use social media — every single day! With a clear and targeted strategy in place, you’ll be able to understand what role social media networks play in a potential client’s decision making process.

  3. It Gives You a Competitive Edge

    I’ve heard people say that the social media space is already so saturated, and that getting involved would just be a waste of time and resources. But let’s face it: social media is here to stay. If you’re not already investing in it, I can guarantee you that your competitors are. If you want to be successful in the current environment of healthcare reform and consumer engagement, you have to adopt a social media strategy — plain and simple.

  4. It Enhances Your Brand Image

    Having a social media strategy isn’t about knowing the right tricks or hacks; it’s a process of building and maintaining relationships. And it’s precisely this connectivity that makes social media an immensely powerful tool for managing your brand’s online reputation. Having a strategy in place will help to ensure that you have a relevant, strong brand — and strong brands are memorable.

When it comes to social media, there is no magic formula. At the end of the day, you have to create a strategy that makes sense for your brand. Do the research, take the time to understand your audience, and, most importantly, give them what they want.

How important is social within your overall marketing strategy? Tell us in the comments below.

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