The best drug rehab marketing is the result of the best metrics measurement. Are you measuring your marketing metrics correctly? Are they the right parameters?
The answers to these question can mean the difference between struggling year after year or experiencing a healthy increase in website traffic and facility admissions.
The problem may not be your marketing. It could be how you’re measuring performance. This begs the question: exactly how do you measure performance in order to achieve the best drug rehab marketing? Are you using verifiable data? Or are you using something far simpler but less reliable… your gut instincts?
Dreamscape Marketing spends a lot of time emphasizing to clients the importance of data-driven decisions… and with good reason. We’ve seen more than a few companies base their vital marketing decisions on nothing more than someone’s hunch or knee-jerk reaction.
The best drug rehab marketing depends on people making the right decisions. Consequently, proper measurement of performance is vital to that process.
The Best Drug Rehab Marketing is Complex & Multi-Faceted
When the first horseless carriages began rolling down the road, it spelled doom for horse-drawn transportation. In a very similar way, electronic media is quickly making many traditional forms of media seem old fashioned.
Print media, radio, TV and the yellow pages all still exist, but their power has been seriously challenged by the internet and social media. Traditional media certainly hasn’t gone away, but it’s no longer the monopoly it once was.
In truth, digital media is a godsend to ambitious drug rehab marketers who are smart enough to keep up with its evolving nature. The ability to understand how prospective patients think and how they may select a detox or drug rehab center is far greater than it ever was in the past.
Electronic channels provide many more touch points than traditional media (and more data that can be tracked). The more touch points, the more ways to figure out how consumers behave. The best drug rehab marketing depends on knowing this.
The digital path that consumers travel leaves behind a great deal of information for marketers who are paying attention. How this information gets collected bears little resemblance to how we gather traditional marketing information.
If you’re only familiar with traditional marketing methods, you may be left behind in the digital era. Smart digital marketing firms that keep up with the ever-evolving nature of digital media can race past you so fast you’ll think you’re walking backwards.
When Marketing Teams Aren’t All on the Same Page
In today’s world, marketing teams usually fall into two large divisions:
- Marketing (website, email, direct mail)
- Media (paid social media, radio, TV)
Those two divisions are silos. Working in them creates problems in your drug rehab marketing plans.
Complicating matters is the large number of people executing tactics in each channel. That in itself isn’t the problem. However, the fact that they’re only working toward achieving isolated departmental objectives is a genuine problem.
Getting separate departments on the same page in terms of goals presents a challenge. In the digital era, the tools for measurement are many, which is part of the problem.
With a wealth of data to choose from, departments may come up with measurement systems that don’t resemble the measurement systems in another department. As a result, it can be challenging to optimize your drug rehab marketing campaigns.
Undercutting Yourself Without Realizing It
Correctly align all of your goals across marketing channels and you achieve synergy, which is that lofty goal of managers everywhere. Without synergy, people may be unconsciously working against each other. In other words, the very opposite of the best drug rehab marketing objectives.
With separate priorities come separate goals, and that means no synergy. One person may be prioritizing keyword performance while someone looks at click-through rates. Do they have a common goal as they track these metrics? If not, they’ll never achieve the best drug rehab marketing.
Pointing Metrics Toward a Common Goal
Every phone call and every admission leaves behind a trail of various touch points. A lot of touch points generate a lot of data, all of which must be measured. Will that data be interpreted correctly? Remember that poor measurement means no one knows which marketing strategies work and which don’t.
In a detox or drug rehab center, it can be easy to join a silo where you spend all of your time selectively measuring results. Why? To defend and promote what works in your silo. As a result, it’s hard to see the big picture. Without the bigger picture, your drug rehab marketing could be working at cross purposes and will never reach its potential. For this reason, business intelligence consulting can be beneficial in defining a clear strategy.
Stay focused on aligning all of your metrics so that your department is tracking the right indicators for the right reasons. The left hand should always know what the right hand is doing, and vice versa.
For more information about the best drug rehab marketing and measuring metrics, contact Dreamscape Marketing at 888.307.7304 or email us today.