Opioid addiction was an epidemic even before the novel coronavirus exploded in the U.S. Today, the total economic burden of opioid misuse costs the nation roughly $78 billion a year.1 Behavioral Health Group (BHG) saw a need to change how we see and approach recovery. To find the right messages and get those in front of prospective patients and other influencers, they needed strategic marketing and advertising support.
SERVICES PROVIDED
- Strategic Planning
- Persona Development
- Targeted Messaging
- Tagline Development
- Digital & Traditional Advertising
- Content Marketing
Moment of Clarity
As we dug into understanding the opioid addiction treatment space and the different stakeholders, we discovered a crippling stigma about those using Medication-Assisted RecoverySM (MAR) to aid recovery. Patients were often dissuaded by loved ones and potential referral partners. BHG would need to be seen as more than the tactics of MAR. They would need be seen as a trusted healthcare leader who made a difference with patients and their communities.
Results within 6 months of launch.
2,800
new patients
124%
Marketing ROI
11,000+
Monthly online engagements
Solution
We created a campaign that positioned BHG as a better alternative to traditional residential treatment, targeting those that were struggling in isolation due to the pandemic. We followed that advertising effort up with a separate campaign that featured videos of real patients providing before and after stories of their recovery journeys, including how BHG made a difference. The authentic and vulnerable nature of that campaign inspired BHG’s new tagline: This is Real RecoverySM — letting the world know that MAR-based programs and their patients would no longer be seen as second class.
Results
Since the 2020 campaign launch — a campaign that inspired 2,800 new patients into Real Recovery — BHG has expanded into multiple markets, growing brand awareness as well as its clinical staff and patient base. All based on a campaign that has returned $2.24 in revenue for every $1 in marketing spend. To continue educating the public on MAR-based strategies and outcomes, AvreaFoster is supporting BHG with a content strategy and thought leadership designed to engage prospective patients, loved ones, the medical community and referral partners. From a base of driving more than 11,000 online engagements with potential patients each month, additional digital campaigns are set to launch in the coming months, targeting payers and criminal justice.
1 Opioid Overdose Crisis, National Institute on Drug Abuse, May 2020