Rehab advertising is tricky, no matter which route you take.
You can’t spread the word about your rehabilitation center the same way you would advertise a new app on social media.
People are afraid of showing others their vulnerabilities, and often times your potential customers may prefer reaching out to you using email instead of a phone because it’s easier for them to express their issues.
At the same time, learning about how you can interact with those in need of treatment is an extremely rewarding experience. The end result involves prying someone away from the claws of addiction.
That being said, rehab advertising can be quite expensive. For example, drafting an ad with the keyword “alcoholism rehab” on Google will cost you $100 per click!
The last thing you want is to attract attention with your ads, get a bunch of traffic, and then fail to convert your visitors into clients.
In this article you’ll find out how to write content potential clients want to read as well as how to convince your readers to trust you with their hard-earned money!
Base Your Ad/Service Descriptions on Pain Points
You’ve probably heard this one before: it’s not about your accomplishments, but about their needs.
But before you skip this section, take a look at how other rehab centers are interpreting this, and find out whether they’re putting this concept into action.
I’ve highlighted everything that provides a clue about what this rehab is about. You can notice that it does a really bad job at explaining exactly what they offer.
What do they mean by “a variety of services?” What should their clients expect?
This description doesn’t go into detail, nor does it focus on the reader’s needs at all. What do they mean by “comprehensively and conveniently?” They use meaningless buzzword instead of specifying what their program really is about.
One of the best ways to grab someone’s attention and make yourself believable is to create a scenario for them to follow.
The mental image and the details that you give make the difference. If you use vague statements, you’re marketing yourself as a boring fruit tart!
How Do You Find Pain Points?
First of all, don’t assume you can finish the sentence of your potential clients. In fact, don’t assume anything without doing some research on the matter.
The owners of the website above clearly haven’t done much research, and it shows in their services page description.
After a bit of research I found that most people were asking the following questions:
- How is rehab?
- Can I go to rehab while not letting my family and boss know?
- How much does rehab cost and what are my chances of getting better?
- What kind of therapies do they use in rehabs?
You probably noticed that the example above fails to answer any of the questions people ask on platforms like Quora.
The problem with rehab advertising is that it’s mostly written from the point of view of a business owner who wants to show off a little. But people who are in need just want to find out more about the following: What’s it like at your rehab?
Your potential clients want to know if your therapies suit their needs. They want to check if they can afford your services, or learn about your success rate.
Another concern is privacy. Many people who are suffering from addictions aren’t comfortable sharing their vulnerabilities with their family and friends. This should be an important point in your ad as well.
Features vs Benefits-What Should You Focus On?
Once you’ve detected a few pain points, focus on figuring out which problems you can solve.
After you get that out of the way, you need to decide how to address yourself to the reader, and how inform them that you can help them out!
The features vs benefits fight has been going on for a long time, and many copywriters tend to say that benefits are the most important part. But they often miss one important piece of the puzzle.
When you mention only the benefits such as “confidentiality” or “emotional comfort,” you risk being too vague. And when you’re too vague, you fail to give enough information about what separates your rehab center from the rest!
Ideally, your website copy and your ads should contain a marriage between features and benefits. One without the other is either irrelevant (if you mention only the features) or too vague to be convincing enough (when you mention only the benefits).
What Does Good Rehab Advertising Look Like?
Despite what most advertisers believe, we as a society have changed.
When we see anywhere between 300 and 700 marketing messages PER DAY, no wonder that our defense walls are tall and mighty!
You simply cannot afford to not to know what you’re doing, especially in the digital environment where addiction advertising should be tackled in a different manner due to our short attention spans!
You can’t use scare tactics and scammy looking websites to sell anymore. Your readers know better than this. Their education levels are different, and the way they perceive quality is different as well. The consumer is now more informed than ever.
In my new and improved version of the ad, I did the following:
- Provided some details on what the rehabilitation program looks like
- Mentioned the possibility of having customizable therapies based on personal values
- Addressed issues like confidentiality and comfort by offering a risk-free tour of the facility
- Mentioned the beautiful landscape where the facility is located to make it more enticing to the reader
- Added a clear call to action
Final Thoughts on Rehab Marketing
No matter where your marketing efforts are channelled, content marketing or good ol' fashioned ads, the principles mentioned above should provide the foundation.
If what you write doesn’t inspire a mental movie in the heads of your visitors, doesn’t speak directly to their problems, and doesn’t show them how their problems will disappear, you will most likely be ignored.
Any questions? Feel free to ask us in the comment section below!