A 90-day marketing plan for an eating disorder treatment center

Two very different people search for this care, often with the same words but not the same intent. A parent researching residential or PHP treatment for a teenager is usually doing it late at night, quietly, sometimes typing and deleting the search more than once before working up the nerve to call. An adult searching for herself tends to move faster once she finds a program that feels safe, but she's weighing the same things: is the clinical team real, is my insurance going to be checked before I commit to anything, will anyone make me feel judged for asking.

Neither reader responds well to urgency or shock. Trust here is built by naming the clinical team by credential, showing accreditation like Joint Commission or CARF, and answering the insurance question on the page itself, not by a headline that tries to scare someone into calling faster.

Because eating disorder treatment falls under Google's restricted personalized-advertising category, remarketing and interest-based audiences aren't available, so paid search has to earn every click purely on keyword intent. That makes the landing page itself more important in week one than it usually is elsewhere, since there's no second chance to retarget someone who leaves without calling.

Google Ads still goes live first, aimed narrowly at level-of-care and age-specific searches like “residential eating disorder treatment for teens,” because it's still the fastest way to reach someone who's ready to act. Local SEO and your Google Business Profile grow on their own track, split by age group so an adolescent-program search and an adult-outpatient search each land somewhere relevant instead of a generic homepage.

Follow-up email is the last piece switched on, and it has to run at two different speeds from the start: a same-day reply for an adult ready to talk about admission, and a slower, resource-paced series for a parent who isn't ready to commit to a level of care yet.

Marketing every level of care at once, residential through outpatient, simply calls for more budget than focusing on a single program, since each one effectively needs its own campaign to reach the right searcher. Whatever total that adds up to for your center, the management fee on our side holds at a flat 10%, floored at $600 a month regardless of how small that starting number is, and drawn from that fee alone, never from the spend Google actually sees. A center just beginning would do well to prove out a single, most urgent level of care at that $600 floor first, then widen the budget to run a parent-facing and an adult-facing campaign side by side once the first one shows real admissions, not just inquiries.

In the first four weeks, separate landing pages go up for each level of care and age group you offer, residential, PHP, IOP, and outpatient, each naming your clinical team and accreditation clearly. Ad copy gets checked against Google's health-content review before launch, since a restricted category can get creative disapproved on the first attempt, and campaigns go live on keyword intent only, aimed at the level of care each page covers. Your Google Business Profile is claimed or cleaned up, and insurance-verification requests get tracked from day one.

The next four weeks add condition-specific pages, anorexia, bulimia, binge eating, ARFID, since a parent or patient often searches by the condition before they search by the level of care. Local pages split by age group go live, and the two-speed follow-up sequence, same-day for an adult, a slower resource drip for a parent, goes live alongside them.

The final stretch widens the keyword list carefully within the restricted-category rules, adds AI-search content so an assistant can accurately describe your specific levels of care instead of defaulting to a national hotline, and, if any patients have been discharged by then, sends the first respectful review request, timed well after treatment ends, never during it.

Track cost per admission separately by level of care, since a residential admission and an outpatient inquiry are worth very different things to your center, and blending them into one average number hides which page is actually paying for the campaign.

Watch how insurance-verification requests split between the adolescent-program pages and the adult pages, and how long it takes your team to respond to each. A parent who's asked about coverage and hears nothing for days is likely to call the next name they find, regardless of how good your program actually is.

Running your Google Ads costs 10% of the media budget you choose, with $600 a month as the floor regardless of how small that budget is, and not one cent of markup gets added to what you actually spend with Google. Building out level-of-care and age-group pages through SEO is priced at $50 each, delivered at a minimum of 10 a month.

Should your center need a new site altogether, that's a one-time investment among eight packages ranging from $1,500 up past $20,000, detailed at /websites. There's no setup fee attached to any of it, the whole engagement is month to month rather than a locked-in contract, and a 30-day guarantee means an unsatisfying first month costs you nothing. Share your levels of care and market with us, and expect a proposal with actual numbers inside one business day.