OneEighty Behavioral Health Marketing Success Story
By designRoom | November 8, 2022
Marketing Challenge
OneEighty is committed to helping people change direction in life no matter when and how they need it. Since recovery is a highly individualized process, OneEighty focuses on treating addiction as a disease and targets the way it impacts each person’s mental and physical health.
designRoom has supported OneEighty’s behavioral health branding and marketing efforts for years. So, when the organization needed to cultivate donors and assure their residential capacity was well-utilized, they turned to us. As a behavioral health marketing agency, we are well versed in helping our behavioral health clients build awareness, promote referrals, and strengthen their bottom line.
Marketing Insight
Since we already knew the OneEighty brand and all it stood for, we focused our assessment on key service areas. Through our research, we found little awareness in the surrounding community of substance abuse expert and medical director, Dr. Nicole Labor and OneEighty’s breadth of holistic services. OneEighty Medical Director, Dr. Labor, is ground-breaking addiction specialist who is well respected in the community and has her own following. Dr. Labor is also the Director of Addiction Medicine Fellowship for Summa, and Medical Director for Interval Brotherhood Home and for the Esper Treatment Center in Erie, PA. We also found some inconsistencies in how the brand was being represented, with some collateral still using outdated branding from 2015, and we saw issues with how the brand was being perceived by the community; some still called OneEighty by their old name. To us, that meant there wasn’t enough being done to promote their message.
We are passionate about what OneEighty has to offer the community it serves, and so we took our insights as a wake-up call that there was still work to be done to educate the local community on their potentially life-saving services.
Marketing Solution
Our assessment revealed that we needed to focus on improving OneEighty’s behavioral health marketing. This started with development of the “180 Reasons” campaign to tackle both the issues of name awareness and service/expertise awareness. In this campaign we tie each piece of marketing to a relevant Reason why OneEighty is beneficial to their clients, the community and the talent working there. Each reason can be used multiple ways through various channels like social media, website, billboards, etc. By creating a dedicated email newsletter, monthly blogs, and a more substantial social media presence, we created brand consistency and a more substantial digital footprint. Updating the website to WordPress made the entire digital experience better for users and more educational for first-time visitors.
designRoom also developed a full-scale behavioral health marketing plan to put Dr. Labor front and center on the website and digital collateral, building credibility within the local community and making everything OneEighty has to offer more obvious.
Marketing Impact
Since implementing the updated approach to behavioral health marketing, OneEighty has seen an increase in site visits, calls, and residential capacity. We continue to expand our marketing efforts to help ensure OneEighty remains front and center within the local community and is thought of as a subject matter expert in domestic violence, mental health and addiction treatment. Additionally, we provided a road map and assets to OneEighty's internal marketing team enabling them to create communications internally when needed.
“We were never quite sure how to connect the dots for the local community to the many life-saving services we provide. We hated to see people traveling to the Cleveland Rape Crisis Center when there was high-quality care in their backyard. Through our improved digital marketing efforts, we are making strides in our community and gaining traction for our many beneficial services and programs.”
About dR
At designRoom, we make it our business to find real answers and create custom healthcare brands. We believe effective healthcare branding is grounded in research, directed by insight, and driven by strategy.
We love seeing how strategic branding helps the right clients find the right organizations and receive the right care. That’s been our focus for over a decade. Today designRoom is an award-winning, national branding and design firm, known for helping clients build and promote healthy, sustainable brands. And we are super proud of that.