Insight, The Recovery People, have been providing substance abuse treatment for over 40 years. They have built their reputation by successfully treating tens of thousands of clients. When Insight approached Vibation, their web presence did not match the strength of their services. While their facility, methodology, and results matched the best in the industry, their web presence did not reflect that. Insight approached Vibation with the desire to increase the residential treatment services, because those services subsidize all of the free and reduced cost services.
Panicked Users in Crisis
Users arrive at the Insight website in a state of panic and frustration. They or their loved one has reached bottom and they need help now. They are struggling to find a solution to a problem that is consuming their life. Many have trouble seeing a solution that will work. Insight needed a new brand image and website that could be seen as a savior to the tragedy that enveloped the lives of their users.
A Vision of Optimism
Vibation helped Insight discover what their brand presence should be online; warm, comforting, and optimistic. Their brand needed to be the counter point to the state of mind their users are in. Keeping this in mind we selected a palette and photography that convey the possibilities of renewed life and peace of mind that can come when their patients participate in a treatment program. The look needed to balance the need to soothe the user's emotion, while conveying the authority of scenically proven methodology (no new age/self help fluff).
Evoking Hope and Stability
Insight had to walk a fine line with the messaging to their audience; delicate blends of hope and results, relief and effectiveness, optimism and realism. The visual language needed to be both warm and welcoming while showing that they really do produce results without looking too airy fairy. While the new design did that so did the messaging; Vibation crafted key marketing messages to meet the concerns of the users and convey the vision of optimism.
SEO Architecture
From the beginning of the information design process we designed the site based on SEO objectives. Pages were labeled based on key search terms common for Insight's business. Links to crucial keywords are on every page so the most important pages, even those a level deep in the navigation, were accessible on every page. Meta data carried marketing messages. By carefully analyzing user analytics we optimized the global navigation to better fit with the way the users were using the site.
Getting Users to Call
The website needed to demonstrate to users that help is just a call away. The site architecture was designed to funnel calls to the experts at Insight. The content of each page was designed to demonstrate that Insight meets the concerns prominent in the mind of the users. The user or their loved one is fighting addiction of a particular substance. Vibation designed pages for these substances that do not simply communicate how Insight treats that substance but touches on all of the primary concerns the users have. This format allows users' primary concerns to be cited in a single location, so the user surfs less and makes the decision to call quickly.
THE RESULT - Restoring Peace in Users
Vibation helped to position The Recovery People as one of the leading substance abuse treatment facilities in the area. Their brand messaging reflects the strenth of methogology and meets the emotional needs of the users by giving them confidence that The Recovery People can help. After the site launch Insight had an increase in their most profitable type of client. Insight saw a 10% increase in patients with private pay over a year's time. And in 2010 The Recovery People became part of the Hope Network to better continue their goal of caring for the whole person by addressing the social, mental, physical, emotional, and spiritual needs. The Hope Network provides services in 180 plus locations, with 2,300 staff, to people in more than 75 countries. Hope Network serves about 20,000 people throughout Michigan.
About The Recovery People - The Recovery People, started in 1965 by two physicians as a department of a local hospital, Insight has grown to be the one of the largest providers of comprehensive mental health and substance abuse services in Michigan. As a pioneer in providing high quality care in the fields of substance abuse and mental health, Insight has helped rebuild the lives of thousands of people and their families.