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.  

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.  

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.  

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.