DON'T WRITE ANYTHING IN THIS FIELD
37% Increase in Admissions
Using Sensitivity to Destigmatize Taboo Topics and Connect With Readers
Executive Summary
Sex addiction — often considered a taboo topic — is a clinically recognized mental disorder typically caused by trauma. KeyStone Center Extended Care Unit (ECU) is a 16-bed inpatient treatment facility outside Philadelphia that helps men manage and recover from this complex behavioral health condition.
With an average census of 7 to 8 patients, KeyStone Center ECU had the capacity to help more men. KeyStone Center is a subsidiary of Universal Health Services. The KeyStone team worked the UHS marketing team to identify a new digital marketing for reaching potential patients and their families.
Aha Media Group and UHS collaborated to transform KeyStone Center ECU’s website content. Together, KeyStone and Aha Media Group reimagined the digital marketing experience for people seeking inpatient sexual addiction services.
The result: More people getting the specialized help they need. Website traffic skyrocketed, and calls increased, leading to a 37% increase in admissions.
Stats
In the revised website’s first 6 months, KeyStone Center ECU saw increases in:
%
Traffic
%
Sessions
%
Conversion rate
%
Admissions
The Challenge
KeyStone Center ECU wanted to increase its call volume and census for inpatient sex addiction treatment. National competitors had larger digital marketing budgets and more resources, so KeyStone Center ECU needed an impactful, effective way to reach a greater audience.
People with sexual addiction often feel shame and embarrassment about their behavior and don’t know where to turn for help. A lack of medical literature and dedicated treatment programs make it challenging for providers to know where to refer patients for evidence-based care. And there are few, if any, best practices for promoting sex addiction recovery services.
Aha Media’s Approach
Communicate with sensitivity
Aha Media Group senior writer Emily Quinlan and senior editor Gila Rose focused on empathy and empowerment to destigmatize the condition and connect with readers. Their tone is comforting and informative, releasing users from self-blame and other negative thoughts that may deter them from seeking treatment.
Infuse SEO best practices
High-volume keywords in headlines and copy improved local and national SEO. Internal linking to additional resources bolstered user engagement.
Improve user experience
A new layout created three above-the-fold calls to action. Additionally, readers can now quickly identify KeyStone Center ECU’s programs, services and differentiators.
The success of KeyStone Center ECU has turned a lot of heads on the business development team, and UHS is eager to continue our partnership with Aha Media.
Tony Morisset
UHS SEO Supervisor
The Results
Within 6 months of the revised website’s launch, KeyStone Center ECU noted game-changing results including:
- 111% increase in user traffic
- 105% increase in session numbers
- 15.8% improvement in conversion rate (click to call, click to contact)
- 37% more facility admissions compared to the previous period
The new content fostered a rise in inquiries and admissions during a time in KeyStone Center ECU’s business cycle that’s usually quiet. Results opened KeyStone Center ECU’s eyes to additional possibilities in digital marketing. The facility has been publishing more blog posts and established a podcast.
Tony’s team developed an internal case study about KeyStone Center ECU’s digital marketing successes.
Through its subsidiaries, Universal Health Services (UHS), operates over 400 facilities in 39 states.
Lessons Learned
Topics like sex addiction can be challenging to talk about. Through subject matter expert interviews, Emily learned more about the condition and the people who live with it. As she wrote, she took tremendous care to:
- Create content that’s supportive, relevant and personal
- Validate the reader’s feelings and concerns
- Create a safe distance between mental health issues and the people who have them (You have a sexual addiction. It does not define you.)
- Emphasize how treatment can bring lasting recovery
- Reduce anxiety around seeking treatment by explaining what to expect
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