A New Class of Recovery for Opioid Addiction

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.

1 Opioid Overdose Crisis, National Institute on Drug Abuse, May 2020