Wellbridge

Launching a one-of-a-kind addiction treatment facility

The Situation | The Addiction Market

Twenty million people suffer from addiction in the US at a yearly cost of $500 billion to society, 90% of whom do not seek help. Drug addiction is the deadliest public health crisis in recent US history, with more than 109,680 deaths in 2022. More than 136 people die each day of an opioid overdose in the US, and addiction has become the leading cause of death in adults under 55.

Compared to other areas of healthcare, the addiction field lags in the use, analysis, and application of scientific data to clinical care. In fact, most addiction treatment facilities rely on one-size-fits-all methodologies proven and accepted more than 40+ years ago.

The Approach

New isn’t new for long. But tomorrow is forever. This vast concept telegraphs many things to many people. But most importantly, this concept catapults Wellbridge from being a new entrant in the category to owning the category’s future. By leveraging the intersection of science and clinical care. By incorporating ongoing on-site research that will negate yesterday’s premise of a one-size-solution. And by educating people that because addiction is a disease, the earlier the treatment, the better.

Many addicts claim they will get help eventually. Their procrastination increases the challenge of successful recovery, which increases our challenge of communicating the urgency of choosing Wellbridge – where it’s already tomorrow.

The Value Proposition

For patients and loved ones seeking long-term recovery from addiction, Wellbridge is the first purpose-built facility designed to inspire seamless collaboration between scientists and clinicians, where together they can apply the latest discoveries in addiction research to the most advanced addiction care, thereby accelerating success and sustainable recovery.

Communications Strategy

We employed an omnichannel approach of both traditional (TV, radio, print, OOH) and digital (paid social, digital display, search, and original content) with two objectives:

  1. Facilitate the patient journey by building awareness, interest, and consideration

  2. Encourage clinical referrals through awareness, science, and clinical experiences

The Result

Because of the rapidly increasing rates of substance use disorders prompted by COVID-19 and isolation, Wellbridge opened its doors in 2020 as a private-pay facility. In-patient census rose slowly for the first six months until it transitioned to an insurance-based facility. Over the first year, lead quality improved by 300% and the conversion rate doubled. Monthly census averaged 35-40 patients. In the last year, Wellbridge began treatment tracks for family therapy, trauma, veterans, and LGBTQ+.