This article is sponsored by Dreamscape Marketing. This article is based on a Behavioral Health Business discussion with Dan Gemp, President of Dreamscape Marketing. The discussion took place on October 13, 2022 during the BHB Invest Conference in Chicago. The article below has been edited for length and clarity.
Behavioral Health Business: We’re going to talk a little bit about some digital trends here that Dan has seen in the marketplace, where they’re arguably the largest provider providing these services in the market.
To kick it off, so I guess we’ve got some of the biggest operators and investors in the room today. How are you suggesting these clients invest in digital in 2023?
Dan Gemp: Do everything differently than you’re doing it now. There’s some macro trends. COVID was a reset for how we shopped for health care. It used to be weighted towards digital, Google was a great resource, and now it’s entirely digital. You’re all under-investing dramatically. You’re wildly under-investing in organic SEO, in direct comparison to paid ads, which you don’t own. There’s Google-flation, there’s an inflationary cost to all Google ads. I’m saying Google specifically, it’s not the internet, it’s not internet ads.
It’s Google that controls all health care, your top medical referral source is Google, and their costs go up, historically, by 12% a year. Over the last three years, it slowed down a bit, LegitScript, if you’re in SUD, has hedged it a bit but it still goes up about 2%...
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