When everyone is your target, no one is. Steve Donai, founder of Growth Sherpa, breaks down how strategic targeting—rooted in passion, data, and outcomes—can transform your recovery center’s impact and identity.
Learn what targeting truly means, why it’s essential, and how narrowing your focus can, counterintuitively, expand your reach and impact.
Index:
Targeting in addiction treatment is about developing a clear plan for the type of patient your facility is best equipped to treat. While every treatment center aims to help, a broad approach, where you "say yes to everyone who knocks on the door," can lead to significant challenges.
When a facility tries to be everything to everyone, several issues can arise:
The primary benefit of clear targeting is the immediate connection it creates with your ideal patient. When someone visits your website or encounters your messaging, they should feel an instant recognition: "Oh, this is for me."
For example, imagine the websites of of Bentley and Chevy. Bentley's website showcases a lifestyle, focusing on aspiration and luxury, not just the car itself. Conversely, Chevy's site is feature- and benefit-driven, appealing to a mass market. In the addiction treatment context, this means:
The goal is to define who is the right fit for your program and ensure your messaging, facilities, and clinical approach align perfectly with that demographic. This resonance helps you stand out in a crowded market and attracts individuals who are most likely to thrive in your environment.
For many treatment providers, the idea of narrowing their focus can feel counterintuitive to their altruistic mission of helping everyone. However, Donai argues that operating from a place of abundance, rather than fear, is key to successful targeting.
A crucial strategy is implementing a "no wrong call" policy. This means that even if a caller isn't a direct fit for your program, they are still considered to have "called the right place" because your team will diligently refer them to a trusted partner who can meet their specific needs. This approach ensures no one is turned away without guidance.
By focusing on who you treat best, you can ensure your program is full of individuals who will benefit most from your specialized care, leading to better outcomes and a more sustainable operation. This allows you to serve your chosen niche exceptionally well, while still contributing to the broader recovery ecosystem by facilitating appropriate referrals. For resources on overcoming addiction, visit Recovery.com's addiction resources page.
Identifying your ideal target market depends on whether you're a new program or an existing one.
Donai provides a compelling example: "Let's say you've always positioned yourself as a young adult male treatment provider, but it turns out middle-aged females actually have better outcomes 60, 90, 180 days post-treatment."
This data presents a critical decision point:
The goal is to align your front-end marketing and outreach with where your program genuinely excels. By focusing on those you treat best, you can create a virtuous cycle of improved outcomes, higher census, and reduced operational headaches.
Changing your target market is a significant undertaking that requires thoughtful planning and execution. It's not a switch you flip overnight. Donai emphasizes that this "legitimately could be a 6- or 12-month turn, depending on the size of the program, the age of the program."
Key steps in steering your organization toward a new target market include:
Donai advises, "Don't rush through it... you can take the time to roll it out... you'll have a lot less headaches and a lot less challenges that way." He also highlights the importance of listening to your team, especially those who interact directly with clients and referral sources, as they offer unfiltered insights into market sentiment.
As discussed, the "no wrong call" policy is a cornerstone of responsible targeting. Instead of simply directing callers to generic hotlines or resources, a well-implemented policy ensures a warm transfer to a suitable alternative. This approach is beneficial for both the patient and the business.
From a business perspective, you've already invested time and resources in getting the phone to ring and engaging with the caller. Cutting off the conversation at the point of a mismatch is inefficient. A warm transfer leverages that initial investment by facilitating a direct connection to a trusted partner.
Key components of an effective "no wrong call" policy include:
This systematic approach transforms a potentially challenging situation into a seamless transition for the patient, demonstrating care and commitment. It also strengthens relationships with referral sources and enhances your reputation within the industry.
Once you've defined your target market, the next step is to tailor your communication strategies to reach them effectively. This involves understanding where your audience "lives" both online and offline, and how they consume information.
Donai highlights several crucial considerations:
Donai shares an anecdote about a patient's 88-year-old mother who was most interested in equine therapy, while the patient himself prioritized sobriety and family. This illustrates the need to communicate effectively with all parties involved in the decision-making process.
To address this, treatment centers should:
Ultimately, successful communication means "meeting the patients where they are" in terms of how they communicate and digest information. This proactive approach ensures your message resonates and leads to better outcomes for both the patient and your organization.
By focusing your energy, you not only improve the lives of those you treat but also elevate the entire industry by demonstrating the effectiveness of targeted, value-based care. The journey of refining your target market is ongoing, but even small, consistent steps can lead to significant positive change.