competitive analysis

VIDEO TRANSCRIPT

Page 1© University of Phoenix 2017 Healing Center: Conducting a Competitive Analysis

ID: 02-VIDEO-5375185edd7d03bc8b9c0998

Healing Center: Conducting a Competitive Analysis

RECORDED ON

Sep 25, 2017

SPEAKER

Kevin Jensen

KEVIN JENSEN: One of the core beliefs of journey healing centers is that the more that we serve people and the more that we give, the more that we’ll receive. It really does change lives when you deal with somebody and you’re seeking their best interest, even when sometimes it doesn’t mean the best interest for your company or your highest profitability. Sometimes you’re referring them out.

That comes back around to you and when people are lost or caught in their addiction, they’re in a dark place and they’re really relying and trusting a company like Journey Healing Centers to look out for their best interests so there is a line right there that we have to deal with every day because it’d be very easy to cross that so we have to take that stance of saying no, we’re committed to our mission. We’re committed to serving those in need and being able to help them to get the person they love back whether it’s themselves or their loved one, a family member.

When I first came on, I noticed that most people were not implementing SEO and to be honest with you, I didn’t know what SEO was. It wasn’t something I studied in my MBA but I did study strategy and so as I looked at what people were doing, what our competition was doing and what we were doing, it was primarily paper click, which are the ads at the top of a search engine that are usually highlighted that you can click or down the side and they’re in a different color. But beneath that are natural or organic listings and those ones you’re not charged every time they’re clicked.

So with the SEO what I saw as I just strategically analyzed the industry was an opportunity to build an asset instead of a liability because with the paper click, every time it’s clicked that money is going out regardless. With the SEO, that actually becomes an extension of the brand so I really saw that as an opportunity, started to develop that and was able to drive down our paper click costs significantly and then we have continued to put more and more into SEO and we really stayed ahead of the curve on that and that’s allowed us to expand and to hire more people and to serve more people ultimately.

We want to make sure when people come to our sites they’re getting the information they need. That’s why we’ve studied and spoken with our guests and their family and realized what they want to hear is testimonials and that was a big part. So I started shooting videos and now we have real testimonials that people can relate to. They watch and say man, that’s me or that’s my son and that really allows them to engage and take action because they see what we’re able to do. And we do have other aspects of marketing as well.

Obviously networking and referrals are a huge part of the industry. You can have your highest ROI when you’re getting a referral so you’re not having to have as many dollars spent on your marketing and a lot of the treatment centers rely almost entirely on that, especially the ones that are in network with insurance companies. Now we’re not.

VIDEO TRANSCRIPT

Page 2© University of Phoenix 2017 Healing Center: Conducting a Competitive Analysis

We’re a cash based treatment center so we really put a lot of pressure on our marketing where we have to earn the right because in essence we’re saying to people come into our treatment center and you might be spending $20,000 out of your pocket verses somebody else where it might be 80% to 100% covered. And so we really have to show and prove that we have a great system, that we have the ability to take care of the person or their loved one, and that they’re willing to invest in us in order to get their life back.

There is competition but it’s really more to be in services so people share more openly. If I wanted to go tour the center of any of our competitors, they’re usually pretty open to that. I mean we talk and we trade. It’s really more of an abundance model instead of a scarcity. Instead of there’s not enough, there’s more than enough. And the more we share the more we serve others the better off everyone is going to be. So that’s one of the draws that has allowed me to be on as long as I have been with the company is because there is such a positive reinforcement in the industry of growth and of looking to serve and help other people.

[End of Audio]