Newswires
CRC INTERNET MARKETING WIZ GOES "EVIDENCE-BASED"

02/16/2012 -ATIN-  The man behind CRC Health Group's phenomenal Internet marketing success story - and who also landed a $9M payday when CRC, the nation's largest addiction treatment provider, bought his pioneering addictions website 4therapy.com - is applying to marketing the ideas and lexicons of reformers and forward thinkers in the medical field, including addiction treatment clinicians. Howard Brown, formerly CRC's Internet and direct marketing chief, is now a founder of "evidence-based" marketer DemandResults, whose principal product is an automated search engine optimization application designed to work with the hugely popular customer relations management platform Salesforce.com. Beset by billions and billions spent on medical procedures and drugs that have little or no curative or preventive value - eg: for decades the chest x-ray was an annual medical rite until it was proven to be utterly worthless - the medical field has had to deal increasingly with a major credibility problem. Some more radical medical reformers have gone so far as to claim that as little as 25 percent of medical practice is firmly backed by scientific proof. Thus, since the 1990s when some path breaking research began to be disseminated, a movement to ground medicine in "evidence-based practices" began to take hold and also came to be strongly backed by the federal Substance Abuse and Mental Health Service Administration, SAMHSA. There were many in the addiction industry who began to call for the rigorous application of evidence-based clinical principals for treatment, and none more so than Brown's old boss, CRC founder and former CEO Barry Karlin. At an exclusive, select invitation-only behavioral health investment conference, Karlin revealed that the 2005 acquisition of 4therapy.com was CRC's most successful, an astonishing admission given that CRC's principal business strategy was a consolidation play of addiction treatment centers, not Internet marketing platforms. But the 4therapy deal became critical following CRC's $130 million purchase of high-end pioneer Sierra Tucson, still a record price for a treatment center, as the Internet became an increasingly key acquisition channel for the all important private pay business. And on that score Brown delivered in spades for Karlin. When Brown left CRC in 2008, the Internet accounted for more than 25 percent of new business at CRC, up from slightly more than 1 percent pre-Brown and 4Therapy, which became CRC's in-house Internet marketing platform. Given that the most famous phrase in advertising is still the 19th century utterance  "I know I'm wasting half my ad spending, I just don't know which half is which" Brown's focus on developing "evidence-based" marketing might just turn out to be path breaking indeed. 

 

Newswire Staff

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