My conference dos and don'ts

One of my clients asked me for my conference dos and don'ts. These quick takeaways should be useful for any marketer as we wrap up the spring conference season and prepare for late summer/early fall. 

Don't sweat the small stuff.

Booths don't arrive. Your giveaway is missing. Don't panic. You can still have a great show!

 

Don't eat at your booth.

Mpmph mphmff mpff? No, they won't understand you either as you eat lunch.

 

Don't take giveaways unless you're a prospect.

Do you really need that screen cleaner? If you're not a prospect for the vendor, pass on the free stuff.

 

Don't forget to thank hotel staff.

They can be your best friends at a show. Thank, and reward, appropriately.

 

Don't come unprepared.

You don't know what city you're in?

 

Do smile!

It goes a long way to attracting people into your booth.

 

Do keep your best giveaways hidden.

Pens on the table. Lightsabers underneath.

 

Do make new friends.

Conferences are reunions, but expand your network and prospects.

 

Do dress like you're meeting your mother.

Keep it classy and professional.

 

Do expand your presence at the show.

You're likely one of a dozen vendors. What does the show offer to stand out?

Lights, camera, action!

There’s nothing more powerful than hearing directly from a customer about why you should choose a vendor’s products or services. Many treatment centers and other organizations targeting behavioral healthcare professionals feature such written testimonials on their Web sites, but these quotables have been made almost irrelevant by the power of video.

Yet it’s surprising how many treatment centers and other vendors do not use videos from alumni, referral sources, customers, key staff, etc., on their sites. True, many feature video tours highlighting the grounds and interviewing some key staff, but many fail to employ their most powerful marketing tool: word-of-mouth marketing straight from satisfied customers.

Think about your own buying/referring behavior. Text and static images definitely help build a picture of an organization’s mission, vision, and offerings, but a video helps build emotional connection. Any behavioral healthcare purchasing or referring decision is inherently rooted in emotions, as everything ultimately should tie back to providing exemplary care for people in need. 

Here are some of my favorite videos helping to establish this emotional bridge with an online visitor:

• EHR vendor Welligent produced a video in which one of its customers describes why the company is a valued partner: http://www.behavioral.net/video/video-case-study-foothill-family-service-transforms-their-organization-through-implementation
• The first 30 seconds of this video of Judy Crane describing The Refuge is exceptionally powerful: http://www.addictionpro.com/video/refuge-healing-place

Of course, when featuring an alumnus in a video, several ethical considerations need to be taken into consideration, including the person’s sobriety history and time since discharge. Other vendors need to ensure that a customer remains happy and satisfied, as these video interviewees should be open to being contacted to serve as references. 

Video has many other uses as well, such as to promote an organization’s own thought leadership, which Medivance has been successfully doing for some time through its Behavioral Health Today series.

One final note on video: Yes, we all have iPhone and Android devices that make capturing video relatively easily. Yet video of your customers, referral sources, staff, etc., needs to be of the highest quality, and that requires professional production. When using video to build emotional connections, don’t skimp on quality.

How many nail clippers does an attendee really need?

At a recent conference a marketing director of a drug testing company watched in dismay as an attendee grabbed a handful of her complimentary nail clippers without asking to speak with her or taking any literature. She politely requested the attendee take only one, and later wondered how many nail clippers someone can possibly need. Unfortunately, such attendees are all too common at any conference, and avoiding them is impossible.

Yet marketing directors can take measures to ensure that certain attendees don’t exploit their goodwill—and that giveaways serve as a meaningful source of lead nurturing.

Display only a few items at a time. By displaying all of your mugs, pens, and doodads at once, you’re a tempting target for someone who is shopping for office supplies. Instead, display only a few items at a time, inviting attendees who stop by to take one. Although fanning out all of your pens looks attractive, it invites people to take multiple.

Keep the best items under the booth. Your premium giveaways, such as an attractive tote bag or travel mouse, are best kept out of site. For those attendees who stop by and engage in a meaningful conversation, a memorable takeaway for a memorable dialogue is a fair exchange. 

Provide giveaways that reflect your mission. I’m continually amazed how many treatment centers tout their programs' emphasis on nutrition yet unashamedly display a bowl of candy.

Don’t forget about post-show mementos. Attendees’ bags are weighed down by brochures, pens, and other tchotchkes. To stand out from the crowd, why not send a reminder of a conversation or the venue after the show. One idea would be to send a branded item from the venue’s gift shop to highly valued leads/prospects.

It’s OK to say no. I think it’s bad form for a vendor to take another exhibitor’s giveaway, unless there is a potential business relationship. I wouldn’t hesitate telling another exhibitor that the items are for attendees only—they should understand! Similarly, it’s OK to tell venue staff that your items are for the conference attendees. After all, anything you leave behind at the end of the show is fair game.

For assistance in choosing a marketing tchotchke, here’s a link to a humorous infographic on the subject.  

Why brands matter

Addiction treatment marketing is heavily focused on leads. How many people did you meet at a conference? How many calls is our Web site generating? How many referrals do business development professionals generate every month?

Often lost within this constant focus on “heads in beds” is the power of a treatment center’s brand. Executives dismiss branding as a "costly" exercise, focusing on just "leads," as if these concepts are somehow separate.

At last month’s Admissions and Marketing Symposium in Delray Beach, Florida, opening keynoter Andy Dischmann reminded attendees that brands foster emotional connections with customers, referral sources, consumers, and communities. Brands have power and build expectations, and strong brands carry their emotional connection throughout the entire consumer experience.

As an example, Dischmann asked the audience members who had an Apple product what they remember about the packaging in which they received their iPhone or iPad. Most recalled it was white, and of high quality. Unwrapping that device is exciting, made more powerful through the high quality of the box itself. In contrast, I wonder if Android owners readily recall what the box their phones came in looked like.

Of course, addiction treatment is not about gizmos in boxes, but Dischmann’s comments still ring true. A solid brand is so much more than a logo and a color palette. A brand is a marketing tool and a lived experience. It’s a passion that needs to be conveyed by everyone working for an organization, from the driver, to the front-line clinician, night tech, and medical director. It's a philosophy that needs to be carried through marketing brochures, the color of the paint on the walls, and the way someone answers the phone. You can generate all the leads you want, but if you don't have a solid brand behind that effort, ready to shepherd a family and consumer through the brand's desired experience, the lead-generation efforts will ultimately be unsuccessful.

To test your own brand’s depth in your organization, ask yourself and colleagues what four adjectives best describe your company. Dischmann says everyone in an organization with a healthy brand will be able to answer that question quickly and with the same answers. If you’re like me, the answers were not immediately forthcoming from me or my co-workers.

Marketers often share with me that their executives don’t understand the importance of branding, but perhaps that’s because branding has often been positioned as a static, non-ROI-generating, graphic-design-focused exercise. Yet branding can and will generate ROI, if implemented strategically and methodically. Brands that are nurtured and promoted do breed loyalty, trust and, in the case of referrals, return business.

Dischmann’s presentation reinvigorated my passion and interest in building a strong brand. I would encourage all marketers to consider undertaking similar efforts, as having a strongly shared brand that inspires loyalty and trust certainly will make anyone’s company stronger and ultimately more profitable. 

And when everyone is sharing a brand experience, on the same page and living and breathing the mission, with common identifiers such as logos and images serving as visual cues, going to work everyday is simply so much more rewarding. 

Dos and Don’ts for Conference Season

The spring conference season is almost upon us, and it’s a good time of year to consider some dos and don’ts when preparing for this year’s events.

Do insist on booth etiquette. Marketing directors should insist on proper booth behavior when attendees are in the hall, such as no eating at the booth, limiting time on devices, avoiding sitting, and so on. It’s easy to revert to these behaviors, particularly when hall traffic is slow, but attendees certainly will not engage with a rep when his attention is on appetizers or his iPhone.

Don’t display your best giveaways. Most exhibitors have some sort of trinket at their booth to grab attention. Unfortunately, sometimes a vendor will display a high-priced item (relatively speaking) that attendees will often take when their representatives are engaged in conversations or not at the booth. Instead, I recommend placing higher-priced giveaways under the booth and presenting them to attendees who have a meaningful conversation with a rep. For example, an insurance company might have branded umbrellas at the booth as a nod to their coverage, but such relatively higher-priced giveaways should be reserved for attendees who take time to learn about the company’s policies.

Do attend sessions. If your reps have time, it’s always advisable to attend a session or two, particularly a keynote. Attendees are engaged in content, and to be able to reference their main reason for attending the conference helps build dialogue. For example, consider this conversation starter: “I saw you in this morning’s keynote. Wasn’t that comment on the babies in the river startling?” (This is in reference to an actual panelist’s comment during an addiction treatment conference last week.)

Don’t focus only on friends. For reps on the road frequently, it can be comforting to fall into a habit of hanging out with friends in an exhibit hall, having dinner together, etc. Networking and relationship nurturing is certainly good business, but it’s always important to be finding “new friends” at conferences. A rep’s time might be better spent answering e-mails over takeout in the evening in his hotel room rather than hanging out with peers for the fourth time this year, if dinner with “new friends” isn’t an option.

Do use social media. Many conferences do not release a pre-event attendee list, but that doesn’t mean prospecting can’t begin until a rep is onsite. If a conference has a Twitter hash tag, keeping an eye on who is attending and who is “making noise” can lead to onsite meetings. Many larger conferences have Twitter display boards, and a few quick tweets can provide you free advertising at the show.  Outreach through LinkedIn to prospects in the area provides a rep a “good excuse” for stopping by while in the area—and hopefully the targets will be at the show. If not, why not offer them a pass on you?

These are just a few dos and don’ts I’ve noticed over the years. I’d be delighted to read your own in the comments section.

'Reciprocal referral relationships': Why this term raises red flags

Every so often I will see a LinkedIn post from a treatment marketer seeking to build “reciprocal referral relationships.” Such language, although usually well meaning, makes me cringe.

Treatment marketing is a business—but it is a business involving health, wellness, and matters of life and death. “Reciprocal” has an “I’ll scratch your back if you’ll scratch mine” undertone, which might be fine in other industries but is jarringly out of place in a discipline that prides itself on individualized care. Of course, treatment marketers will develop referral relationships with professionals and centers they trust, which have demonstrated an outstanding level of care and impressive outcomes. Yet at the end of the day, the decision to refer should be based on a client’s individual needs, not on fulfilling a “reciprocal referral relationship.” 

Imagine the uproar, and subsequent investigations, if a primary care provider shared on social media that he was looking for “reciprocal referral relationships” with hospitals or specialists.

Similarly, if I were a family member investigating treatment options, claims of “reciprocal referral relationships” would likely give me pause. And if I were in South Florida, where government officials are increasing their scrutiny of treatment operators, I definitely would remove it from my vocabulary.

Some might argue that there is no inherent problem with seeking such "reciprocal" relationships if no money is exchanged, but from a public relations perspective announcing an intention to form such alliances could likely create headaches--legal and otherwise--down the road.

Treatment marketing involves relationship building, as an ethical organization recognizes it cannot serve the needs of all clients and refers those who are inappropriate to others. Yet the decision needs to be based on the client’s own needs, not “reciprocal” relationships. Treatment marketers definitely should build networks of trusted professionals for clients, but announcing the intention to build “reciprocal” relationships immediately raises red flags.

'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.  

One of my favorite ads of 2013

Click on image to see larger version. Image courtesy of American Addiction Centers

At this time of year, I like to look back and consider what really grabbed my attention. In the addiction treatment and behavioral healthcare community, vendors of all stripes are sharing thousands of marketing messages to engage professionals. Many accomplish their objectives, but occasionally a campaign, ad, offer, or other marketing technique makes me stop and admire the marketers' handiwork.

 

I had such a reaction with the above ad, which is running in the Addiction Professional/Behavioral Healthcare annual calendar, mailing with the November/December 2013 issues. The ad, designed by Hiawatha Walker at American Addiction Centers, is featured in September and recognizes National Recovery Month.

I am impressed by this ad for several reasons. Most notably, I am delighted that it celebrates the recovery of one of AAC’s staff members. The photo is of Ben Hoback, an alumni concierge manager, celebrating "825 days and counting" of recovery. All too often marketers use stock photography (aka "clip art") in their collateral, and it's usually easy to spot that such images don't represent "real" people (or, more accurately, people really connected to the product or service being advertised).

I frequently encourage clients to feature actual patients or staff in their marketing messages. Those who do often turn to their head clinician to spotlight, but this is the first ad in recent memory featuring a "frontline" staff member. And that sort of recognition of those in the trenches day in and day out speaks volumes.

Plus, this ad adheres to my golden rule of marketing: "Know thy audience." This calendar is distributed to field professionals. Highlighting someone from their peer group is a wise tactic. Of course, AAC could have also highlighted a patient or family member, but recognizing a staff member provides a "behind-the-scenes" message that personnel matter to the organization's mission.

From a design perspective, the ad demonstrates an elegant balance of color and text. Ben's shirt provides an eye-catching pop, and the relatively subtle text is appropriate to the messaging. AAC’s logo is in a well-placed position (bottom right), providing a subdued yet clear branding message.

One suggestion I have is that AAC might have considered making the text in the bottom left a bit more relevant to the professional audience, such as "To learn how we can partner with you on your patients' recovery, call...." Yet overall this is an elegant demonstration of an effective branding message. For that reason I name it one of my personal favorites for 2013.

Are you part of the conversation?

Are you part of the conversation?

That is one of the questions marketers need to ask themselves at this time of year: budget season for many organizations.  Whether a vendor in the behavioral healthcare market is selling software or offering treatment services, a company needs to be part of the conversation in order to attract new business.

There are multiple ways to be part of the conversation. On a national level, is your organization engaged in discussions of policy, trends, or other field-changing activities? This can be accomplished through multiple thought leadership and content marketing activities, such as Webinars, conference presentations, association meetings, and so on. Although marketers often are pushed to focus only on immediate ROI, being part of a national conversation develops trust and credibility for your brand in the marketplace. These characteristics are essential for companies with long sales cycles, such as software companies and treatment centers.

On an industry level, is your organization visible to prospects in the market? Branding is crucial as more and more options emerge, such as the proliferation of treatment centers in recent years. Although branding is often constrained by budget realities, companies in the behavioral healthcare and addiction treatment market need to maintain a consistent and memorable presence at industry events, in publications, and through other media and venues that interact with prospects. After all, when the time comes to make a referral or issue an RPF, you want to be at the top of that prospect’s mind. And remember that branding is not only for the benefit of prospects but for existing customers/referral sources as well, who look to your branding to not only to learn about new developments but to reassure themselves that they made the right choice by selecting your products and services.

On an individual level, is your organization part of the conversation at organizations looking to make a referral or purchase your product or service? Consistent lead generation – and lead nurturing – activities are essential to ensure you are feeding sales and admissions staff a consistent pipeline of prospects. National and industry-level conversation efforts will make this process easier, but marketers must make sure they are being considered in the organizations ready to purchase or refer.

All of this points to an integrated marketing campaign for generating new business in the addiction treatment and behavioral healthcare market. Being part of the conversation is just an early step to closing the deal, but if you’re not part of the conversation you certainly can’t be part of the solution the prospect is seeking.

E-newsletter best practices

I receive many e-newsletters from vendors and treatment centers in the addiction and behavioral healthcare markets--probably too many. Yet I subscribe to all that I find so that I can monitor how the vendor community is sharing information with prospects, customers, and referral sources. Over the years I’ve seen several missteps that are worth sharing.

Generic subject lines: An e-newsletter with a bland subject line such as “October E-newsletter” won’t generate interest, opens, or clicks—or at least not as many as possible with a more topic-focused subject line such as “Top 10 Reasons Why Parity Isn’t Working.”

No audience definition: Readers are looking for relevant content. In the addiction treatment market particularly, one must adhere to my ultimate marketing commandment: Know Thy Audience. Sending one e-newsletter to family members, alumni, and referral sources isn’t likely to be as successful as is a series of e-newsletters with content tailored to the unique needs of each audience segment. Thus, content development for e-newsletters, and your particular targets, must be a priority. (And personally I don’t think recipes make compelling e-newsletter content.)

No click-through options: Some organizations share all of their content in the body of the e-newsletter. Not only does this make the message unwieldy long, it prevents the sender from gathering useful data on who is clicking on which links. The e-newsletter is just the teaser vehicle—the content should live on your Web site. After all, the e-newsletter is a way to deliver content and learn about your audience.

Poor design: Some organizations have very slick Web sites, but their e-newsletters do not reflect that design. In fact, they are so poorly organized that they distract a reader away from the value of the content. If you are investing in a professional Web site, make sure one of your key delivery vehicles—your e-newsletter—reflects that look. Opting for a generic template is probably insufficient.

E-newsletters are an essential way to not only stay in touch with your referral and customer communities, but to also generate interest in new services and gather data on how your readers are consuming your content. All too often e-newsletters are an afterthought in a marketing strategy, but they need to be front and center in your audience engagement efforts.

Do you have an exceptional e-newsletter? I’d love to see it and feature it on my blog. Please send me a copy—and sign me up!—to edwards.douglas.j@gmail.com.

Conference swag: Going beyond pens and notepads

The fall conference season is upon us, and in exhibit halls across the country vendors of all stripes are handing out pens, mugs, books, clips, and other swag to leave a memorable impression on attendees. All marketers eventually ask themselves, does this stuff really make a difference?

I see swag as a way to start a conversation. Vendors who use swag that ties into their mission, strategic marketing message, or a conference theme are likely more successful. For example, at a recent lunch’n’learn I received the above “stress squeeze” horse from Hopewell, a therapeutic farm for people with serious mental illness outside of Cleveland. It certainly is more memorable than, say, a pen or sticky notes, and the horse clearly connects to Hopewell’s therapeutic philosophy. It's an ideal little handout to capture people's interest and share details about Hopewell's program.

Tchotchkes like this can serve as a good conversation starter at a booth, but savvy marketers have even better swag hidden for particularly hot prospects or current customers/referral sources who stop by. For example, a coffee mug might be a treatment center’s standard (albeit not too inspired) booth fare, but representatives may have cookbooks written by the facility’s executive chef available for those who are truly interested in the program’s nutritional elements. (Leave out the "good" stuff on any show floor and expect unscrupulous attendees to take them--by the handful.)

I believe the best swag, or rather what should really be seen as small thank-you gestures, is saved and sent to prospects post-show, when it’s not only unexpected but a tangible reminder of the conversation and much more effective than a post-event e-blast. For instance, an electronic health records company could send hot prospects a crystal paperweight with the message “This will hold down your paper until your system is up and running," or a treatment center might send a potentially good referral source a gourmet coffee blend to be used in the mug the attendee picked up.

I see a lot of swag in my travels. I suspect in many cases a junior marketer has selected the booth giveaways under tight budget constraints. Yet swag is a visible take-home message about an organization, and wise marketers give swag as much consideration as the other materials they prepare for their booth.