With so many options available for behavioral health marketing, it can be overwhelming to choose the right one. Without an informed choice, you could end up spending way too much money and time on ineffective strategies.
Even if you know exactly what marketing technique to use, it can still be difficult to stand out. Consumers are bombarded with dozens of marketing messages every day. Yours may be easily ignored or missed.
Fortunately, you can narrow down your options to choose the best strategy for your practice—one that will reach the right people with the right message. Here’s the most important step in accomplishing that.
Knowing your audience is crucial.
Some businesses, like fast food restaurants or grocery stores, offer something for nearly everyone. They use a broad range of marketing methods to target their diverse clientele.
As a behavioral health provider, you have to be more focused. Who is your business for? Who would most benefit from your behavioral health services? This information is the key to understanding your target audience, which will guide the rest of your marketing decisions.
Who is your audience?
Many factors determine who is the best audience for your marketing efforts. Some of these include:
- Client demographics
- Your marketing goals
- The services you offer
- Your areas of expertise
- What insurance you accept
- Geographic location
Are you trying to contact potential clients directly, or do you want to make connections with referral sources? These are two different audiences that may need different approaches. For example, if you want more referrals from other providers, then your audience may include professionals such as primary care providers, specialists, and practice managers.
If you want to receive more inquiries from potential clients, your audience includes those who will benefit directly from your services. For example, if you specialize in helping children and teens, then your audience may include family members, teachers, social workers, school nurses, or guidance counselors.
Sit down and write out your ideal client. Include as much detail as possible—age, location, behavioral health challenges, and so on. This will help you focus your marketing tactics.
Where will you find your audience?
Once you know who your audience is, it’s easier to choose an effective marketing strategy. Not every technique suits every audience.
What type of media does your audience consume? If your services focus on older individuals, consider more traditional marketing approaches, such as local radio or television ads. Build relationships with providers and organizations that serve older clients. If your audience is younger, you may create social media posts on a platform like TikTok, or purchase ads that appear on search engine results.
Geography is another crucial factor. If you are a therapist who specializes in couples counseling, are licensed in several states, and offer telehealth, you have a fairly broad audience. If you operate a small addiction treatment clinic, you may be limited to a specific state, county, or municipality. Spending money on broad marketing tactics likely will not yield the best results.
Choosing an effective marketing approach is challenging, but knowing your audience can make the process much smoother. Determine whom you are best suited to serve, and choose marketing methods that resonate with those individuals.
Whether you have an established behavioral health business or are just launching, your EHR software should support every step. BestNotes EHR solutions have been developed specifically for behavioral health and addiction treatment providers. Contact us today to learn more, or request a demo.