Effective Digital Marketing for Drug Rehab Centers: 4 KPIs
It’s the time of year where you’re traveling to conferences, advancing your career with certifications, while juggling the needs of patients and employees. And as you know, that’s all before the holiday influx of intakes. Managing and strategically targeting intakes to fill beds is a priority, but having the time to glean insights from a seemingly endless amount of data poses a challenge.
There never seems to be enough time to truly maximize this busy season while keeping other responsibilities top of mind. Don’t stress or panic, because your team isn’t the only one in addiction / recovery struggling with promoting its treatment programs, or identifying areas to improve.
That’s why we thought it would be helpful for your treatment center to know what KPI’s to track and focus on, to help anchor your team in understanding what’s driving traffic to your treatment center. This week, we’ll cover 4 KPI’s to track to help maximize your traffic and grow your mission.
KPI’s to Elevate Your Online Marketing Program
- Inquiry Volume & Type: Sure, your admissions staff fields calls and inquires constantly, but do you track where those inquiries are generated from? Begin by segmenting the different levels of treatment programs offered at your recovery center and track the total number of calls, clicks and messages your admissions staff receives per treatment program. Does your center track inquiries on a monthly, quarterly, or annual basis? Though your team may be privy to seasonal or local events impacting inquiries, a more strategic approach may uncover a level of treatment to target, and a time of year to capture intake demand.
- Cost per Intake: How much money on average does it cost your treatment facility to promote its levels of care and generate a phone call to your admissions staff? Use this data to make educated determinations to tackle lead generation. By tracking cost per intake, your team will have more time to devote to quality patient care. This can also have the added benefit to your recovery centers branding as well – by targeting areas of treatment that are already successful so your center develops a reputation for that area of therapy. You can see how this KPI feeds into your centers overall strategy. No silos here.
- Traffic Volume & Source: How often does your treatment center track the traffic your website receives? If it’s only when the phone lines dry up, your team is missing opportunities your competition likely isn’t. As your team is aware, some channels that used to drive intakes simply aren’t as effective as they used to be. Understanding the source of your traffic is just as important as understanding the volume that channel drives. This will help your center prioritize budgets, and is another KPI that helps your team understand what’s driving intakes.
- Traffic Quality: Is your treatment center receiving inquiries from concerned friends/family, or from people struggling with addiction? Understanding the difference in traffic quality is crucial to your center’s continued success. Not all traffic is created equal, and you want to know if your center is receiving the right kind of calls and traffic. Simply put, without knowing what channels are driving intakes and actively tracking this lead source, your facility is flying blind. Tracking this KPI leads to smarter planning and spending.
Digital Marketing for Drug Rehab Centers
If you felt this set of KPI’s just scratches the surface, it’s because it does. There are too many individual factors impacting your treatment centers occupancy and cost per intake that one blog post alone won’t reinvent the way your team goes about tracking its leads. But understanding and prioritizing marketing efforts with the KPI’s we’ve provided will help your team take advantage of the upcoming traffic its due to receive this holiday season.
Ready to take your online marketing to the next level? Contact us and we’ll do our best to help your team.