'Tis the season of meaningless e-blasts

'Tis the season of meaningless e-blasts.

Last week treatment center after treatment center deployed e-blasts with just one message: Happy Thanksgiving. While I certainly appreciate the sentiment, these organizations are actually doing themselves a disservice. I’m a firm believer that whenever you engage your list, you should provide meaningful content and messaging. “Happy holidays” and similar messages clutter in-boxes and lead to quick deletes, no matter how cute or clever the graphic. They can irritate e-mail oversaturated list subscribers, increasing the possibility of a higher unsubscribe rate or the risk that recipients will ignore your message next time when you have something truly meaningful to say.

This does not mean, however, that you shouldn’t wish your valued referral sources, customers, etc., holiday warm wishes. If you truly want to stand out, send a card the old-fashioned way—through the mail. Sending a generic card with no signature or personal message, however, is a no-no. At a minimum, the card should have a signature from a team member that closely works with the recipient, and a brief “Wishing you a warm holiday season” or similar language demonstrates you actually do care. Everyone knows that sending holiday cards is time consuming and a lost art—which makes receiving personalized cards all the more memorable and important.

Remember the holiday spirit—it’s not the packaging or gift that matters, but the thought behind it that truly counts. Honor and acknowledge your best relationships with an authentic message, not a meaningless e-blast.  

Crowdsourcing logo selection

Logo design can be a painstakingly slow process. Graphic designers and branding consultants might kick off the process, followed by weeks of internal debate. At least in my experience, oftentimes the community to which the logo is supposed to appeal, whether that be consumers, businesses, the media, etc., is left out of the process. The result is that a company’s most recognizable branding element is created in a vacuum, which is hardly ideal considering the investments in treasure and time these decisions require.

With that in mind, I was absolutely delighted to come across the booth for LaVia Detox and Treatment Center at the Moments of Change conference this past week. CEO Sarah Sacks had solicited online a new logo design, but wanted insight on which of the finalists she should select. She produced a sign featuring her top five logo choices, inviting attendees to drop their business cards in numbered cups corresponding to their favorite. Post-show she will e-mail participants the results.

Sacks’ strategy is brilliant on several levels. First, her crowdsourcing strategy provides valuable input into this important branding decision. By inviting community feedback, she also provided attendees with a reason to linger at her booth, talk with her, and learn more about LaVia. Inviting attendees to submit their business cards to vote for their favorite design was a savvy lead-generation technique as well. 

In the past 14 years I have attended many conferences (My tally at the end of next week will be 4 in 14 days), and this is the first time I have come across such an amazingly simple yet effective marketing strategy. For those struggling with new logo selection I would encourage you to emulate Sacks' method.

PS UPDATE, OCTOBER 15
Here is the winning logo.

Smoking in treatment settings--the marketer's dilemma

Smoking is often called one of the most difficult addictions to overcome. Permitting the use of nicotine at treatment centers has been controversial—made even more so now by the proliferation of e-cigarettes. I have been particularly intrigued by treatment centers’ marketing around nicotine use.

For example, a prominent sober home for men in New England features clients smoking cigars on the front of its brochure. Executives at a residential setting in the Southwest I recently visited mentioned that they are lucky to be able to still offer designated smoking areas on campus—after all, marketing a tobacco-free campus to a prospective client can be a tough sell. A consumer-oriented magazine for people in recovery has an ad for an e-cigarette establishment on its back cover. Industry conferences have featured e-cigarette exhibitors, with seemingly enthusiastic attendee responses. In fact, one event actually offers a cigar-rolling sponsorship. On the other hand, a well-known New Jersey facility decided to publicize its decision to go smoke-free months before a state law required it to do so.

Nicotine use is generally frowned upon by society these days, with regulations restricting its advertising and most healthcare organizations adopting smoke-free campuses—and even zero-tolerance policies for employee tobacco use. Thus, it is surprising that as addiction treatment attempts to integrate into overall healthcare that marketers use smoking, overtly and subtly, to market their services. I’m no expert on whether smoking should be permitted in rehab settings, but one has to wonder how the public perceives treatment environments and affiliated field resources that permit smoking and even actively promote it.

Yet it is important to acknowledge that for a family in crisis looking to place a treatment-resistant loved one, a center permitting smoking may be desirable, given that nicotine seems to be the substance many are most reluctant to quit and, I suspect, an excuse for not going to treatment. If permitting smoking encourages more "hard-core" drug users to enter treatment, then one can argue that nicotine use, while not desirable, should be permissible.

I am not taking a position on one side or the other, as I can certainly understand the arguments for smoke-free campuses as well as empathize with the marketer who finds that a nonsmoking environment immediately turns off prospective clients who, many clinicians and marketers note, have "bigger" issues to tackle while in treatment. I suspect that overall societal headwinds will eventually snuff out smoking at all addiction settings, but in the meantime some facilities will find a competitive advantage to permitting smoking—and perhaps even promote this “benefit.” Whether there is value in promoting a smoke-free or smoke-friendly environment is certainly an interesting discussion that marketers should be having with clinical and executive staff, particularly as e-cigarette use becomes more pervasive.  

Are you wearing a black hat?

Millions of people are living with addiction and behavioral health disorders, so it would seem there are plenty of patients for providers of all different types. Yet marketing in this field can be cutthroat, leading some to go down an ethically murky path when attempting to attract new clients.

The folly of employing so-called “black hat” tactics in online marketing was a major discussion point during a panel I moderated at the recent National Association of Addiction Treatment Providers’ annual conference in Charlotte. For those of you unfamiliar with the term, I like the concise definition Jason Wurz of the marketing firm Evaero shared in a recent blog post: "Performing any activity with the sole intent of boosting your website’s search engine rankings." Jason points out that although boosting search rankings certainly is a goal for many marketers, many tactics used to do this are ethically questionable and ultimately counterproductive to the goal of increased search visibility. 

Organizations may use black hat tactics to confuse consumers and families on where they are located, what services they provide, what organization they actually are, and ultimately to try to gain an admission by misleading families in crisis. One of the panelists, Ramona Cruz-Peters of Austin Recovery, shared how a competitor used her facility’s name to its own benefit, and Google is cracking down on such tactics.

Certainly the field has unscrupulous marketers who employ black hat tactics to their own gain, but I also suspect that many might not realize they are engaging in these practices. After all, before the NAATP panel an audience member asked us to define a hash tag. The level of marketing sophistication in the addiction treatment field is not on par with other industries, and well-intentioned executives may employ black-hat tactics or hire firms that utilize them without recognizing the error of their ways.

With all of this in mind, I would recommend marketers invest in strong online marketing support. Search engine optimization, search engine marketing, and other online strategies—including avoiding and combating the ever-evolving threat of black hat tactics—requires constant vigilance as, after all, Internet search terms and rankings can literally change at the speed of light. During the past few years, firms devoted to ethical practices in addiction treatment Internet marketing have emerged, and they are providing much-needed education to marketers and executives of all stripes. 

The Internet is vital to treatment centers' financial success. With any large revenue source, the temptation to game the system certainly attracts some. A field devoted to helping others can do better than relying on black hat tactics to be successful, and ongoing dialogue on this topic will benefit all.

Avoid these LinkedIn no-nos

LinkedIn is a powerful tool for marketers in the behavioral healthcare field. Clinicians are particularly active in LinkedIn discussions, and multiple times I’ve seen professionals request referral suggestions for their clients. At the other end of the spectrum, executives’ profiles are ideal prospecting territory. Plus, LinkedIn is an ideal venue to share your organization’s educational content and demonstrate thought leadership.

Yet over the years I’ve seen some marketers develop several bad habits on LinkedIn. Thankfully, they’re all easily correctable. Below are some of my pet peeves:

Posting inspirational quotes and photos. This has become an epidemic on LinkedIn. I’m delighted people have found words of wisdom to live by, but so have thousands of others. My LinkedIn update river is choked with photos of sunsets, rainbows, forests, and other picturesque settings with accompanying motivational thoughts. Facebook really is a more appropriate venue for these messages. And my heart goes out to the troops serving overseas and kids with cancer, but posting their photos and asking for likes seems more self-serving than supporting to me. Sharing an article, with some relevant and interesting personal commentary, on these topics would be a much more effective way to demonstrate concern.

Using inappropriate photos. LinkedIn is a professional networking site and, as such, in many ways it’s an online resume. No one would clip a selfie to a hard copy resume when applying for a job, so I’m baffled as to why some think that is appropriate for LinkedIn. The same applies to wedding photos, vacation shots, pictures with kids, and so on. Of course, we all have priorities outside of our work lives, as we should, but on LinkedIn photos should reflect our professional profiles. After all, would you be more inclined to accept a meeting from someone whose profile shows him on the beach (How important will my concerns be to him?) or from someone whose professional head shot conveys a warm appearance and the demeanor that she’s ready to do business?

Focusing on sales. LinkedIn is a networking community. When people network in the physical world, it’s about building relationships, not scoring quick sales. Yet some marketers believe that by posting their latest special, discount, and so on, they’ll generate easy revenue. Unfortunately, they’re more likely to be ignored—or even banned from groups. I've fallen into this trap myself. In building long-term sales relationships, I want to demonstrate that I'm a valuable, consultative resource, but using LinkedIn as a megaphone for "Buy This!" won't do that.

Each of these no-nos diminishes a marketer’s reputation and professional appearance on LinkedIn. The true value of this community is in building and maintaining relationships. I routinely peruse LinkedIn to see who has gone where, read interesting articles my network is sharing, set up meetings when I travel, start a conversation, and announce when my brands have something educational to share. Focusing on our professional lives, viewing LinkedIn as a virtual resume, and remembering that this is a public forum will help any marketer quickly improve his LinkedIn--and overall online--reputation. 

How Game of Thrones is similar to the addiction treatment field

Marketing addiction treatment can be, at times, brutal—OK, not as brutal as, say, living in the world of Game of Thrones, but as I recently watched the latest episode some resemblances to the field came to mind.

Regional fiefdoms. In GOT, Westeros is divided into seven kingdoms that, while united, are always fighting over territory and treasure. The American addiction treatment space is similar. Many centers have a strong regional footprint. If a potential competitor attempts to move in, the local provider might push back with lawsuits related to certificates of need or even quietly foster NIMBY concerns in the community (such behind-the-scenes maneuvering befitting Lord Varys). It would be wise for all of Westeros to come together, however, as the White Walkers of the north are threatening doom to all, and we’ve known for years that the addiction treatment field would accomplish much more behind a united front rather than our current alphabet soup of associations, affiliations, and credentials.

A nation awash in alcohol. Everywhere you turn in Westeros, just like the United States, you’ll find alcohol—and lots of it. Those who don’t drink are often viewed suspiciously (although notably sober Roose Bolton’s treachery at The Twins certainly enhances that stereotype). Not surprisingly, alcohol consumption ruins both fictional and real lives all too often, likely playing some role in the downfall of Robert Baratheon and another Westerosi king (no spoilers!).  

The importance of brand identity. Each house in Westeros has a unique sigil that communicates a message. The Tyrells of Highgarden fittingly feature a rose as their emblem. The Targaryens display their affiliation with dragons. Similarly, addiction treatment centers have developed a whole range of logos to illustrate their connections with the oceans, mountains, deserts, etc. 

The Wall. A 700-foot-high, 300-mile-long ice wall separates magical, mischievous Northern Westeros from the seven southern kingdoms. In America, the wall isn’t physical but virtual—as in the wall providers have to climb to be fairly reimbursed for services. Few are able to cross The Wall, and treatment centers of all types struggle with negotiating fair contracts with third-party payers.

The haves and the have-nots. Westeros has a strong caste system—lords, ladies, and knights live well, while just about everyone else struggles from day to day. In the addiction treatment market, we have a similar dichotomy. Private-pay opportunities allow the well-to-do access to cutting-edge care and long lengths of stay, while limited, if any, third-party and government reimbursement hampers the care that everyone else can access. Thankfully, our country is blessed with excellent providers at all points of the socioeconomic spectrum, but the rich certainly have easier access to treatment.

Hope. The winds of change are blowing through both Westeros and America. Daenerys Targaryen aims to restore justice and order to a largely lawless and corrupt nation, and advocates have fought hard to ensure parity legislation and the Affordable Care Act provide greater opportunities to access care for millions of Americans. But it’s not just princesses and princes (don’t discount the potential of Tyrion Lannister!) that can make a difference. As we’ve seen with John Snow in GOT, everyone has the potential to change the world.   

Tips for the spring conference rush

The spring conference season is upon us, and marketers are scrambling to roll out their 2014 campaigns while preparing for all-important face-to-face events. I’ve attended dozens of trade shows over the years, and from my perspective there are several distinguishing factors of a well-prepared and organized conference presence.

Consistent marketing. All too often I see booth displays that have one type of message on the background, another in printed literature, and onsite representatives sharing another. Face time at booths is precious. A clearly defined message, reinforced through all booth elements (even the human element!) makes for an easier-to-remember takeaway for attendees.

Relevant tchotchkes. I’ve seen it all, from gross stress squish balls to hand-carved decorative boxes. If you’re going to pass out something, I advise it be related to your message. Creativity counts, of course. A crystal paperweight to “hold down your paper until we can help you implement an electronic health record” is more clever than, say, a pen—after all, in this case the point is to move away from handwritten documentation. And make attendees "work" for their goodies--a business card or badge scan is an appropriate trade.

Booth rules. You can tell when a marketing director has a strong hand in setting booth policy. Staff don’t eat at the booth. Sitting is not permitted while attendees are in the hall. The booth is never empty during hall hours. Literature is kept neat and refreshed. Checking e-mail is not permitted while attendees are walking by (This one is perhaps the most difficult to enforce, but are you receiving e-mail from your sales staff while they’re manning the booth? You shouldn't).

The right staff. Not everyone is a people person. The CEO might not be your best representative. Select outgoing, friendly, well-dressed team members to represent you. The booth is not the appropriate place for an entry-level assistant unless he/she is already well versed in your offerings.

These are just a few of my observations during the past 14 years of attending, running, and exhibiting at conferences. Such reminders might be helpful as you prepare your team for a strong and competitive start to this spring’s conference rush.

Ethical marketing: A needed conversation

At the annual conference of the National Association of Addiction Treatment Providers this May, I will be moderating a panel discussion on ethical marketing practices in the addiction treatment field. The panel was originally intended to focus on marketing best practices, but NAATP requested we focus specifically on ethics given the association’s increasing emphasis on this topic.

This certainly will be an engaging conversation. Providers are facing pressure from within and outside the field to address practices that may not only be unethical, but criminal. Payments to interventionists, transparency in marketing programs, and honest discussions with families and patients about what insurance will--and will not pay--are among the issues the panelists will discuss. I welcome your input in the comments section below on other topics that should be addressed during the discussion.

Parity and the Affordable Care Act open up the field to more reimbursement opportunities. But with those dollars comes greater scrutiny, and we all know there are treatment providers whose marketing practices are damaging to the entire field. At the same time, however, there are many gray areas in which the right direction is not as clear cut. This panel discussion, and continuing dialogue within organizations and at the national level, is essential to ensure that the addiction treatment field is on sound ethical footing as it becomes a greater component of the overall healthcare system.