How to Market Addiction and Dual Diagnosis Treatment to Generation Z | Digital Dot

How to Market Addiction and Dual Diagnosis Treatment to Generation Z

As the first generation to grow up fully immersed in the digital age, Gen Z brings unique challenges and expectations to the table.

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As the first digital natives, Generation Z poses unique challenges for any marketing team. This becomes even more pronounced when the service a company is trying to market concerns something as personal and vulnerable as addiction and dual diagnosis treatment. Marketing for addiction treatment poses its own unique set of challenges. Add a target such as Gen Z to the mix, and you have many extra factors to consider when crafting your content plan to market addiction and dual diagnosis treatment for Gen Z.

Authentic Strategies for Engaging a Socially Savvy Generation

To effectively market addiction and dual diagnosis treatment for Gen Z, marketing teams need to understand their unique needs. These are young adults who were practically born with a smartphone in their hands. The good news is that they show more social and global awareness than other generations and tend to seek more mental health education on average. They are:

  • diverse
  • inclusive
  • pragmatic
  • entrepreneurial
  • flexible

On the flip side, they have shorter attention spans. They tend to value authenticity. This means that marketing teams may need to rethink their strategies completely. They can detect bad acting, aggressive marketing, and deceitful behavior from a mile away. What may have worked for boomers, Gen X, and even millennials may be rendered useless when trying to reach this generation of young adults.

These are some things to remember when advertising mental health services to Gen Z individuals.

Understanding how to effectively reach Generation Z is crucial for any marketing strategy.

#1 Don’t Underestimate the Importance They Place on Mental Health Awareness

Gen Z members prioritize getting educated when it comes to their mental health and that of their loved ones. They may react to getting a diagnosis in far more favorable terms than their Millennials and Gen X. This is so because they are witnessing first-hand the late neurodiversity diagnoses of their Millennial friends and colleagues. They have observed how much a lack of mental health information can impact a person’s life negatively. This means that they may be far more open to holistically treating their substance use disorders. Dual diagnosis treatment is something they may already have a favorable opinion on.

While communicating with Gen Z, use the correct terminology and avoid euphemisms. Be clear and concise, and provide as much information as possible while keeping the content engaging. In most cases, content must also be short. Gen Z actively seeks this information. They will be happy to find it phrased in an empowering way that doesn’t underestimate their intelligence. This can differ widely with how you market detox and rehab from other generations, who may reject the authenticity and frankness Gen Z demands.

#2 Use the Digital Channels They Frequent

Sure, everybody googles things, and everybody reads their email inboxes. However, you won’t reach a Gen Z audience unless you start making content for TikTok, YouTube, and Instagram. Gen Z won’t pay attention until they see someone who looks like they are around their age discussing mental health in visual and audiovisual media on these apps. This is key if you want to be successful when marketing addiction and dual diagnosis treatment to Gen Z.

Ensure your messages about addiction and dual diagnosis treatment not only reach this critical audience but also engage them meaningfully.

#3 When Marketing Addiction and Dual Diagnosis Treatment to Gen Z, Exploit Short-Form Content

While neglecting long-form content in the appropriate channels is never intelligent, Gen Z has a short attention span. This means they will gravitate towards short-form content unless they are highly loyal to your brand. Prioritize even the short email to newsletter subscribers. They will delve into your long-form content after interacting with your brand long enough.

We understand that making short content in this industry can be challenging. You want to remain authoritative, informational, and compassionate. This isn’t easy when you have a short communication medium. However, teamwork, A/B testing, and focus groups can come to the rescue to ensure you have gotten the message right in just under a few minutes.

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#4 Change Your Marketing Strategies to Include an Emphasis on Education and Storytelling

When it comes to content marketing for addiction treatment centers, Gen Z values educational content. Storytelling has proven to be a powerful tool for all age brackets. In Gen Z, it can take the form of influencer marketing. This is so because influencers have spent months, if not years, on social media, creating a carefully curated story arc surrounding their life.

To reach Gen Z, you should include influencer marketing in your strategy by reaching out to real-life people who have gone through rehab. It would help if you invited them to tell an authentic story that includes your brand. This will create authentic marketing pieces that speak directly to Gen Z.

Align your marketing efforts with Gen Z’s proactive approach to mental health and wellness.

Embracing Change for a Healthier Future

Even though Gen Z has undoubtedly changed the game for marketing professionals everywhere, there are many positive aspects to consider for this generation. Their preference for no-nonsense, direct, short content involving real people is a refreshing change.

To market addiction and dual diagnosis treatment for Gen Z, try to be frank and use no-nonsense language. If we embrace this generation’s social consciousness and preference for educational content, we may witness first-hand a positive change for society as a whole. At Digital Dot, we are excited to embrace the evolving landscape of diversity, inclusivity, and reduced stigma surrounding mental health issues.