Over the last several years, behavioral health providers have seen incredible growth in both patients and services provided. Thanks to the Affordable Care Act now requiring that all small group and individual health plans offer coverage for mental health, behavioral health providers have a unique opportunity to grow their practices and expand services.
To fully take advantage of these growth opportunities, behavioral health providers need a strong marketing program. The following are a few tips for developing this critical component of business growth:
Tip #1: Define your differentiator
With behavioral health now covered by many insurance plans, the competition is thick. Providers must define what sets them apart from the competition and make this clear in their marketing efforts.
Surveying patients is one way to realize and refine these differentiators. This can be a formal or informal process; however, the information you are looking to uncover is the same – Why did they choose you? What makes your practice and/or your team special?
This information will also give you a better idea of the promises you should be fulfilling to your patients or clients. If a number of patients say your hours and location are reasons they chose your practice, make sure these remain in tact.
Tip #2: Build a turnkey marketing program
If you’re a growing behavioral health provider, setting up your marketing program in such a way that will allow for replication at all locations – new or existing – is a strong practice.
Create a Marketing Kit with print and electronic marketing templates that can be easily updated for each location. Handbooks that outline practices around community and/or industry involvement and various marketing activities is also a good idea.
For additional marketing tips for behavioral health providers, stay tuned for Part Two.