Magazine article Addiction Professional

Should Your Website Be Gender-Specific: Even If Your Treatment Program Isn't?

Magazine article Addiction Professional

Should Your Website Be Gender-Specific: Even If Your Treatment Program Isn't?

Article excerpt

There's a growing focus on the positive impact gender-specific treatment may have on recovery. Whether or not this is reflected in your clinical program, it has implications for the marketing of your facility--implications that you simply can't ignore without feeling it in your bottom line.

Great marketing that grows brands has one common theme, regardless of industry. That theme is relevance.

When it comes to your website and this growing clinical focus on gender-specific programming, it's critical that you create pages and content within your site that speak exclusively to one gender--regardless of whether or not you have gender-specific program offerings. That's right, I said critical.

But, let me be clear. I'm NOT advising you to create content that looks as if you offer gender-specific programming when in fact, you really don't.

That would be unethical and is absolutely the wrong thing to do. What I AM advising you to do is to create, offer and promote content and experiences across your website that azre relevant to a specific gender.

By developing content and campaigns that speak to the differences between genders and their experiences prior to, during and following treatment--you create an intensely relevant experience for your website visitors.

Relevance assures potential clients that you do, in fact, understand their unique circumstance and needs, and therefore you are worthy of their trust in choosing your program or facility to help them achieve recovery. …

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