We helped Vertava Health reduce cost per inquiry by 50% and increase qualified inquiries 100%

Customers served! 0 % year over year Google organic growth

decrease in paid media cost per qualified inquiry

Customers served! 0 % year over year Google organic growth

decrease in cost per inquiry

Customers served! 0 % year over year Google organic growth

increase in PPC admissions at same ad spend

Situation and Assessment

Project Overview

Vertava Health had recently been acquired and was looking to rebrand in order to leave their old name behind. Previous ownership had engaged in high-cost, low-return marketing tactics that were overly reliant on directors and unbranded SEO strategies the new leadership team had no interest in continuing as well as in order to gain LegitScript certification for paid media advertising. From an SEO perspective, the rebranding of the corporate site by the previous internal team had caused a massive loss in organic traffic which, in turn, resulted in a large reduction in inquiries.

Opportunities for Improvement

Google Ads costs were very high and organic traffic was significantly down due to the rebrand. To further complicate matters, most of the old SEO team had transitioned out after the acquisition, so there was a lack of organization and talent to manage the brand transfer from an SEO perspective. Marketing was restricted to bottom-of-funnel search channels only which simply weren’t providing enough volume to fill Vertava’s several hundred beds across 4 states. There was the additional challenge of building a reputation for quality away from previous ownership’s less-than-stellar reputation in their respective markets.

How We Did It

Operations Analysis

Building a new reputation under the new name and improving SEO were both long-tail strategies. The immediate need was to stabilize the rebranded website on Google to stop the bleeding and optimize Google Ads campaigns to bring down costs and increase admissions.

The Circle Social SEO team was able to not only stop further traffic and ranking declines, but also swing results back in a positive direction, tripling organic traffic in 3 months and then doubling it again over the next year.

The paid media team reduced Google Ads cost per inquiry in half and doubled total inquiries within 3 months. These improvements allowed for a 20% decrease in total PPC spend while leading to a 20% increase in PPC admissions.

Paid Media Strategy

Optimize the remaining location sites to prepare for rebrand transfers on the web and prevent the massive loss of traffic and inquiries experienced with the corporate site rebrand. Through careful preparation and clean transfers by the SEO team, facility sites were able to be transferred with limited impact in terms of traffic and inquiry volume compared to the corporate site.

TV, Facebook, LinkedIn, and Twitter were added to the channel mix in order to reduce reliance on bottom-of-funnel channels and build the inquiry volume necessary to fill several hundred residential beds

The Results Speak for Themselves

This was a challenging project due to the majority of previous ownership’s inquiries coming from strategies that were no longer viable. Instead, marketing channels had to be almost completely rebuilt from the ground up, no small task when needing to fill close to 1,000 beds. To further complicate matters, Google initiated a number of algorithm updates that had a significant impact on treatment providers with national rankings in its efforts to further localize behavioral health search results.

Despite these challenges, Circle Social was able to triple organic traffic on the corporate site within 3 months and then double it again over the next 12 months, allowing it to surpass its previous rankings. Qualified inquiries from the corporate site also doubled in the same 12-month period. Because the paid media team was able to half conversion costs and double inquiries from PPC, the PPC budget was able to be reduced by 20% while, at the same time, increasing admissions by 20% within 3 months.

Tom Britton

American Addiction Centers - CEO

I'm so thankful to Nick and the Circle Social team for their support and strategic partnership. AAC is on the path to excellence with a focused mission to yield the highest quality care to maximize our patients ability to reach their full potential. It is through partnership and unity that our field moves into the new era of accountability and impact!

Laurie Mayer

Caron Treatment Centers - CMO

We are currently working with Circle Social via their 360 Degree Provider Optimization Plan. The work to-date that they have done for our organization is by far the most comprehensive and intentional that we have ever received. The amount of insight and recommendations they have shared in a very short period of time is incredible. I cannot stress enough how comprehensive their approach to the scope has been. We look forward to our continued partnership with Nick and his team.

Lee Dillworth

ReVIDA Recovery® Center - Owner & CEO

Circle Social has delivered on everything they promised for over two years. They are real pros -- subject matter experts who are honest, objective, consultative, creative -- and totally committed to their clients' success.

Mukta Aggarwal

UHS - Director of Digital Marketing

As part of UHS’s media team, I worked with Circle Social from 2017 to 2021. They started as consultants, they have an in-depth understanding of SUD/BH business, right from marketing to insurance to facility operations and patient care. Their recommendations helped us identify key areas of improvement that would impact bottom line.

Later in 2018, their team started supporting us in marketing campaigns. They are very ROI focused and help generate demand instead of just depending on intercepting it.

Heather Hudiburgh

Roots Renewal Ranch - COO

Circle Social has been a complete game changer for us in our business! Jared and Nick have been so communicative and have listened to all of our feedback. Circle Social is versed in behavioral health and has driven our SEO quickly and efficiently. Circle Social becomes part of your team and lends so much support and experience, we look forward to continuing to partner with them!

Tyler Tisdale

Pinnacle Peak Recovery - Owner & CEO

Circle Social has the most industry data bar none. Addiction treatment marketing is not only extremely competitive, but it can be confusing and expensive trying to navigate it. Nick and his team have been out to our center twice. They instilled confidence in our practices and we were able to cut a lot of overhead leveraging the data they have. I highly recommend using Nick and Circle Social for your consulting or marketing needs.

Parker Polidor

CaredFor - CEO

The team at Circle Social was so helpful with our LI and FB advertising. Of course the execution was on point, but more importantly they took the time to walk us through the "why" behind the "what". I felt that we had a true partnership and they invested time to really understand our business and it's long term goals. I'd definitely recommend Nick and the rest of the team.

addiction treatment marketing testimonial from Matt

Matt Feehery

Foundations Recovery Network - CEO

Circle Social helped Foundations Recovery Network streamline its digital marketing department, and SEO and SEM processes. Their efforts helped us significantly reduce our PPC expense while maintaining similar quality call volume and results. They developed and launched our Facebook marketing campaigns that yielded increased traffic to our websites and calls to our centers. They were collaborative, efficient, and affordable.

Drew Powers

Sandstone Care - COO

Nick and Jared have tremendous amounts of integrity and are always honest, even when it's not what the customer wants to hear. Have worked with them extensively and always been impressed.

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