Summary
Quaintise developed a medical marketing plan outlining eight steps to reach the drug and alcohol rehab audience in California. It incorporated a detailed analysis of culture, competitor analysis, brand audit, and key opportunities for engagement.
About Hazelden Betty Ford Foundation
The Hazelden Betty Ford Foundation is the nation’s largest nonprofit treatment provider, with a legacy that began in 1949 and includes the 1982 founding of the Betty Ford Center. The organization offers healing and hope for individuals, families, and communities affected by addiction to alcohol and other drugs.
Challenges
The treatment centers in California reported a diminishing number of patients. The audience in California wasn’t responding to nationwide marketing campaigns.
Since the 2014 merger with Hazelden, a leading addiction treatment provider, the Betty Ford Center brand needed to be reinforced.
To address these healthcare marketing challenges, the Hazelden Betty Ford Foundation wanted to:
- Driveconsumer demand by 30%+
- Createmessaging that resonates in California
- Reinforcethe Betty Ford Center brand
Solution
Quaintise conducted an in-depth brand audit and developed a brand positioning strategy, which included:
- Analyzing the California marketplace, considering the culture, competitive landscape, and competitor marketing strategies.
- Reviewing treatments and services at the Betty Ford Center at Rancho Mirage and in West Los Angeles.
- Identifying brand image issues fueling the target audience’s misconceptions of the center.
- Finding key opportunities to capitalize on holistic approaches and science-based models, trendy therapy programs, Intensive Outpatient Program (IOP) model promotion, and social media engagement.
- Selecting health and wellness marketing strategies specific to the California market.
US State Approved
Substance Abuse Treatment Centers
With over 1,400 substance abuse treatment centers, California has the highest number of centers in the nation.
Results
Quaintise devised an eight-step strategic marketing plan, spanning a one-year, four-phase roadmap:
- Research & Analysis
- Marketing & Positioning
- Creative Development
- Brand Repositioning
- Marketing & Advertising
- Media Planning & Buying
- Public Relations & Events
- Social Media Marketing
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