I’ve been thinking a lot about how we approach marketing in the behavioral healthcare sector. Traditionally, many of us have relied on the classic funnel model: attract, convert, close, delight. While this model works for many industries, it doesn’t quite capture the unique journey of individuals seeking behavioral healthcare.
Instead, I believe we should think of behavioral healthcare marketing as a circle, with distinct stages that reflect the ongoing nature of treatment and support. Picture this: a circle with five stages radiating from the outer edge to the center – Reach, Educate, Connect, Treat, and Nurture. Let’s dive into why this circular approach makes so much sense for our field.
1. Reach
First up is Reach. This is all about getting on the radar of those who might need your services. But unlike the funnel where the focus is just on grabbing attention, in a circular model, reaching out is an ongoing effort. It’s about continuously spreading awareness and being visible in the community. Think of it as planting seeds everywhere, not just hoping people will stumble upon you.
2. Educate
Once you’ve reached your audience, the next stage is to Educate. Behavioral health is a complex and often misunderstood area. People need to understand what services are available, how they work, and why they matter. Education isn’t a one-time thing either. It’s an ongoing process that builds trust and credibility. It’s about providing valuable content that answers questions, busts myths, and empowers individuals to make informed decisions about their health.
3. Connect
Now we move to Connect. This stage is about fostering relationships. In a funnel, you might just be looking to convert leads into clients. But in a circular model, connection is deeper. It’s about creating a supportive network where individuals feel seen and heard. Whether through online communities, support groups, or one-on-one consultations, connection lays the foundation for a trusting therapeutic relationship.
4. Treat
At the core of our circle is Treat. This is where the actual therapy and support happen. The treatment phase isn’t the end goal; it’s a vital part of the ongoing journey. Here, the focus is on delivering high-quality care that meets the individual’s unique needs. And because we’re thinking in circles, we recognize that treatment isn’t a one-and-done deal. It’s part of a continuous loop of support and healing.
5. Nurture
Finally, we have Nurture. This stage is about ongoing support and follow-up. In the funnel model, once someone has gone through treatment, they might drop out of the marketing radar. But in our circular model, nurturing is crucial. It’s about ensuring that individuals continue to feel supported long after the initial treatment. This might include regular check-ins, ongoing therapy, alumni programs, or community events. Nurturing helps maintain the progress made and prevents relapse.
Why a Circle?
So why view behavioral healthcare marketing as a circle? Because it reflects the reality of the patient journey. Behavioral health is not linear. People don’t just enter at the top and exit at the bottom. They may need to re-enter at different stages, receive continuous support, and always feel connected to the care network.
Moreover, a circular model fosters a sense of community and ongoing engagement. It emphasizes that behavioral health is a continuous journey, not a single destination. This approach helps build lasting relationships, fosters trust, and ultimately leads to better outcomes for those we serve.
By shifting to a circular model, we can create a more compassionate, effective, and holistic approach to marketing in the behavioral healthcare sector. It’s about seeing the bigger picture and recognizing that every stage of the journey is interconnected and equally important.
So, let’s embrace the circle and create a marketing strategy that truly supports individuals at every stage of their journey towards better mental health.
Final Thoughts
I’d love to hear your thoughts on this approach. Do you think a circular model resonates more with the needs of the behavioral healthcare community? How have you seen these stages play out in your own marketing efforts? Let’s keep the conversation going and work together to build a more supportive and effective marketing strategy for our field.