NAATP
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This document summarizes a session on moving from unethical to ethical marketing practices in the addiction treatment industry. It discusses how one treatment facility successfully transitioned from questionable online tactics like black hat SEO to more authentic strategies. This included eliminating spammy microsites, focusing websites on users, cleaning up backlinks, and removing bait-and-switch practices. The session aims to help others in the industry recognize the motivations and impacts of unethical marketing, and how leadership can guide companies to adopt genuine, transparent strategies that build reputation and loyalty over the long term.
NAATP
- 1. Race to the Bottom: A Look at the Abandonment of Marketing Ethics and How to Come Back
- 2. Session Description What do you do when ethical business practices take a backseat to deceptive marketing practices? This session explores how questionable digital marketing practices were introduced at one company, and the game plan that turned it around. This session will foster discussion about leadership and its role in ethical practices in internet marketing and the greater contribution to brand growth, reputation, and financial success. A detailed case study will illustrate how one treatment facility was successful in moving from questionable online marketing ethics to authentic and transparent strategies that increased results and changed perceptions of the organization.
- 3. Session Objectives Define marketing and its role in the treatment industry. Recognize the motivations of unethical marketing practices. Evaluate the impact these unethical practices have on the treatment industry and consumer trust. Identify the most prominent unethical practices in addiction treatment. Recognize how leadership directly impacts the execution of marketing ethics. Identify how a company can move from unethical practices to genuine and transparent strategies that support a company and build reputation and loyalty long term.
- 4. Global Aspects of Marketing Ethics
- 5. The vantage point of an agency A deceptively simple topic The realities: Competitive pressure Organizational culture Personal bandwidth Why Are We Here
- 6. Ethos Guiding corporate & brand principles Ethics as brand the consumer will judge Legal checks and balances Review, Substantiation, & Challenges Who has time? Focus on product, consumer, margin M.A.D. (ethical practice is cheaper) Ethics Baked In
- 7. We all want to believe that we are good people The work that we do is bigger than us Why Should We Be Ethical In Our Marketing?
- 8. Three primary reasons for harmful unethical behavior Motivating Factors of Any Decision
- 9. The Best Brands: Clear mission Employees are empowered At-Risk Brands: Numbers focused Misaligned rewards systems/micromanagement Working strictly for the measurement system Weighing ends over means 1. Toxic Organizational Culture
- 10. Not knowing when a slump will end Previously inconsiderable options Fear can be a very powerful force 2. Desperation
- 11. Limited bandwidth Common practices Delegation/Distance Emphasize the priority of ethics 3. Ignorance
- 12. Ethics in recovery special relevance Family and patient BELIEF in care The ability and willingness to Believe is mission-critical Distrust among providers = Fewer patient care options Fewer professional referrals Industry Impact
- 13. Honesty I pray that you now remove from me every single defect of character which stands in the way of my usefulness to you and my fellows Big Book, Step 7 Vigilance we continue to take personal inventory and continue to set right any new mistakes as we go along. We vigorously commenced this way of living as we cleaned up the past. We have entered the world of the Spirit. Our next function is to grow in understanding and effectiveness. This is not an overnight matter. It should continue for our lifetime Big Book, Step 10 Please See Steps 7 & 10
- 14. The Role of Leadership
- 15. Marketing in the Addiction Treatment Industry Marketing includes any strategy that will build positive name recognition and awareness of your organization or company driving call volume and potential conversion. Business Development Brand Management Digital Marketing (Internet, PPC, Social Media) Radio/TV Print media Call Center (Admissions Department) Public Speaking/Conference Presentations Alumni Are there other strategies?
- 16. Company Leadership & Ethical Marketing 16
- 17. Marcus Lemonis, CNBC Show The Profit
- 18. People Product Process The Profit 3 Ps
- 19. People: 33 % Product: 33% Process: 33% Traditional Business Leadership Structure
- 20. Healthcare Business Leadership Structure People 70% Needs to be right first and foremost! Customize your leadership to the audience. Develop employees. Product (Service) 15% Process 15% 20
- 21. Traditional Leadership Traditional leadership generally involves the accumulation and exercise of power by one at the top of the pyramid. 21 Senior Leadership Middle Management Line Staff Patients and Families
- 22. Traditional Leadership This is not a wrong style of leadership. Its an option that might fit best for an organization. This style must tie back to the vision, values, and culture of the organization. The evolution of an organization can help determine the style of leadership that is most appropriate. Often it can be a combination of different styles based on the culture/type of business. 22
- 23. 23
- 24. What is Servant Leadership? Servant leadership is both a leadership philosophy and set of leadership practices. The servant-leader shares power, puts the needs of others first, and helps people develop and perform at their best. 24 Senior Leadership Middle Management Line Staff Patients and Families
- 25. Servant Leadership 25 Servant Leadership involves a CEO or company owner decision to achieve success for the company and its employees by putting them first, by expecting workers to put customers and vendors first, and by creating a culture of self-sacrifice together for the ultimate good of the entity. Dale Buss, Chief Executive CEO2CEO Digital Transformations
- 27. 27Culture
- 28. 28 Trust & Trusting Others Transparency Integrity Leads with Moral Authority
- 29. 29 Servant Leadership cant be credible without performance.
- 30. Positive Outcomes of Servant Leadership 30 Creates an atmosphere of accountability and ownership. Empowers staff to feel they help drive the direction of the organization. Greater job satisfaction. Empowers staff to take care of patients and families. Increases patient and family treatment experience. Increases profitability.
- 31. Lakeview Health A Case Study
- 32. In The Beginning Historical What was Expected?
- 33. What Was Found
- 35. In The Beginning Black Hat SEO Practices
- 36. Change Is In The Air
- 37. Change Is In The Air
- 38. Change Is In The Air
- 39. Change Is In The Air What About Marketing Ethics?
- 40. Lakeviews Previous Marketing Practices
- 41. A Bit Of The Black Hat Some Black Hat Strategies Previously Utilized Keyword Stuffing Doorway Pages Fake Locations for Local SEO Purchasing Links Microsites Solely for Targeting Specific Keywords Bait and Switch
- 42. Time Ran Out
- 43. Time Ran Out Manual Penalty
- 44. The Result 90% Loss in Traffic
- 45. Consequences of Unethical Marketing But Wait Theres More
- 46. Google Panda & Penguin Updates
- 47. A Lesson Well Learned Or Maybe Not!
- 48. White Hat | Black Hat
- 49. New Leadership
- 50. Heading In The Right Direction Elimination of Spam-Based Microsites Websites and Content Focused on the User Large Scale Backlink Cleanup Removal of Bait and Switch Tactics
- 51. Tips and Takeaways Avoiding Search Engine Penalties Educate yourself prior to outsourcing or hiring internet marketers Stay up-to-date by subscribing to search engine blogs that publish timely updates and information on the search industry Make your users the priority and not the search engines Read the search engine guidelines and abide by them Earn links to your site by producing valuable content and avoid purchasing links or participating in any link schemes Put in place a process whereby your sites are reviewed at a minimum quarterly to ensure everything is above water and there are no issues Do your due diligence on outsource partners and in-house hires Use website monitors to notify you of breaches and uptime issues
- 52. Tips and Takeaways Some Questions to Ask Potential SEO Partners How long have you been doing SEO? What are some of the sites that you have worked on and what was the scope of your work with them? Have you ever helped a site recover from a Google Panda penalty? What did you do? Have you ever helped a site recover from a Google Penguin penalty? What did you do? What strategies do you use to gain backlinks to client websites? Which SEO sites do you follow? Describe the results of your most success project and how you went about achieving them? When was the last Google algorithm update and what was it all about?
- 53. Tips and Takeaways Google Penalty Recovery Tips Review your analytics to determine when your sites traffic to a nose dive. Compare this date/timeframe with Googles updates. If they both happened at the same time there is a good chance you were affected by that update. For Panda Ensure all your content is unique and valuable to users and doesn't consist of shallow content. Read through Googles quality guidelines and ensure your site adheres to them. For Penguin Take inventory of all the links pointing to your website. Use one of the tools on the market to help you analyze the quality of these links. Manually remove as many as you can and then disavow the rest.
- 54. Tips and Takeaways Is Your Site Responsive?
- 55. A Center of Excellence Ethical Marketing Practices (Focusing On Doing Whats Right) Internet Marketing
- 56. A Role Change Which Now Includes: Serve as support for other departments Alumni Business Office Client Services Intake Services Promote Lakeview Changes Promote Events Collaborate with other providers
- 57. Internet Marketing Today A huge change Im not saying its going to be easy Im saying it will be worth it