When family members, concerned friends, physicians and other healthcare professionals, and people struggling with addiction themselves want to learn more about alcoholism, drug dependency, treatment and recovery, they go online.
To answer those questions and lead the addicted toward treatment, Maccabee helps guide long-time client Hazelden, the nation’s most respected addiction treatment center with facilities stretching from Oregon and Minnesota to Florida, Illinois and New York, toward the most effective use of online channels, with a special focus on healthcare and addiction blogs such as AddictionPro.com, Join Together Online and About.com/Addiction. For example:
- Going Mobile with Hazelden’s iPhone App: Maccabee helped premiere Hazelden’s Mobile MORE iPhone app to support people in recovery with mentions on news sites Reuters.com and YahooNews, addiction blog Renew.com, technology sites from LaptopMag.com to TechdotMnblog; and app review blogs including Appolicious, MostPopularappsfor iphone, iPhone AppleCase, iPhone Developer, CoolAppsforiPad, BesdtAppsFortheiPad, and AppsNews.com. Within two weeks of launch, MediaBistro reported that Hazelden’s iPhone app had become one of the Top 10 grossing book-related Apps, alongside The Bible and Marvel Comics.
- Opening The Book On Alcoholics Anonymous: Maccabee’s campaign to generate awareness of Hazelden’s publication of the original manuscript of the Alcoholics Anonymous (AA) book started with traditional media placements in The Washington Post, The Los Angeles Times and New York Daily News. But when Maccabee secured a nationally-syndicated Associated Press wire story, it leaped online through MSNBC.com, Yahoo and 557 other websites. With blog posts from About.com/Addiction to The New York Times Ideas blog covering the AA book, the campaign reached a potential audience of 234 million through more than 616 online and print placements. Facebook mentions alone reached 207,800 Facebook users. Best of all, the AA book sold out its first printing. And in one week, Web stories about the AA book referred more than 360 visits to Hazelden’s treatment center website.
- Setting Sail on the Navy’s Aftercare Program: Our campaign launching Hazelden’s Navy MORE program, which provides after-care for military personnel in recovery, generated more than 100 stories, with a potential online and offline audience reach of 161 million people. The PR program balanced traditional media such as an Associated Press article which appeared in The Washington Post and The Boston Globe with online mentions such as MilitaryAvenue.com and the About.com/Addictions, BreakingTheCycle and AddictionPro.com blogs.
