The Hazelden Betty Ford Foundation trusts Bryant Brown with a number of responsibilities: market research, strategic and tactical planning, SWOT analysis, brand positioning and messaging, and design and copywriting for a variety of tactics: patient and professional education, TV commercials, print and digital advertising, plus email, direct mail, and outdoor advertising.
The Affordable Care Act changed the landscape for addiction treatment by ensuring access to services for millions of potential new patients. Treatment centers rushed to secure contracts with payers for addiction reimbursement. They rushed to build referrals from physicians with whom they had no previous connection. They rushed and competed fiercely – with some even guaranteeing a “cure” – to drive patient acquisition.
The Hazelden Betty Ford Foundation, however, is a different type of entity. Far from a newcomer to the industry, it is the established leader and pioneer in many of the field’s advances. Most people have some awareness of the brand. However, in many cases, the perception is negative – people tend to see the Betty Ford Center as an enclave of rich celebrities.
To fully understand perceptions – of Hazelden Betty Ford and other brands, as well as of patients’ (and caregivers’) needs and preferred media channels – Bryant Brown conducted a series of focus groups with patients and their loved ones. Then, based on the output from the market research, Bryant Brown developed campaign concept options, which were tested in a second round of focus groups.
Building on the feedback regarding concept options, Bryant Brown created and implemented a comprehensive addiction treatment marketing campaign combining promotions online, on television, on radio, in print, outdoors, and at conferences.
The campaign generated a 42% increase in calls from prospective patients. Month-to-month web traffic increased 78%. Patient census increased at all 16 treatment centers coast to coast.
The client engaged Bryant Brown originally to promote its Southern California centers, then expanded the healthcare marketing agency’s purveyance to the entire national campaign.