Ophelia’s Provocative Opioid Use Disorder Marketing Campaign Will Turn Heads. But Will It Work?

Ophelia Health released an purposefully provocative medication-assisted treatment (MAT) marketing campaign.

The tagline for the campaign is “Fu * ck Rehab.”

The New york city City-based start-up plans to difficulty “rehab” as the default choice for opioid use disorder (OUD). Ophelia Health has actually raised $67 million according to Crunchbase and exclusively focuses on treating OUD with MAT through telehealth.

Nevertheless, the dangerous method might not have the designated effect, marketer state. And it might switch off possible partners in the addiction treatment area and possible customers.

But that’s a danger Ophelia Health wants to take to raise higher awareness of MAT for OUD.

” Truthfully, those who seethe at us are most likely mad since they’re refraining from doing the best thing,” Ophelia Health Marketing Vice President Jenni Friedman informed Behavioral Health Service. “Let’s have a discussion [about] it.”

Ophelia Health installed concert-style posters Friedman called “wild posts” on Jan. 2. The posters are shown in Philadelphia and Bangor, Maine.

In Philadelphia, advertisements are published along a Southeastern Pennsylvania Transport Authority (SEPTA) path. They are likewise on screen in 50 other locations in the city.

The business installed signboards and revealed the campaign on Jan. 9

Source: Supplied by Ophelia Health

The counterculture-styled posters and the tagline “F * ck Rehab” are indicated to mimic an “anti-capitalist, punk appearance,” Friedman stated.

The posters likewise include an illustration of the words “Rehab” and “Relapse” making the circular overview of an emoji-like face. They likewise consist of undesirable statistics about rehab programs.

Ophelia Health partnered with the New york city City-based marketing company Giant Spoon LLC for the campaign.

Ophelia Health’s group brought the principle, consisting of the curse language, to the cooperation. Huge Spoon established the visual, Friedman stated.

The Ophelia group likewise talked to patients when establishing the brand-new campaign.

” This originates from our patients,” Friedman stated. “We had a couple of patients stating, “I didn’t understand. I did go to rehab and I didn’t understand that I was able to inquire questions [about treatment].”

The accurate basis undergirding Ophelia’s brand-new campaign highlights regrettable truths about addiction treatment in the U.S. The business specifies “rehab” as “all types of addiction programs” consisting of residential treatment, outpatient and abstinence-focused programs, according to the business’s site.

Almost all, about 90%, of people released from inpatient cleansing programs for OUD relapse within a year; 65% relapse within a month.

” Our 2023 marketing campaign is not just asking you to reconsider whatever you understand about treatment for opioid addiction,” the Ophelia Health site states. “It’s likewise challenging you to hold standard techniques of treatment (aka rehab) responsible for killing people.”

The danger of a deadly overdose is specifically high after abstinence-basedtreatment Drug overdose is the leading cause of death of previously jailedpeople

Ophelia Health is likewise eager to point to the use of MAT as the secret to effectiverecovery A current research study discovered that just methadone- and buprenorphine-aided treatments were associated with minimized dangers of death and severe severe care occurrences when compared with other modes of treating OUD. Another discovers that all- trigger death for those with OUD that got MAT is about half of that compared to those who do not.

Ophelia Health’s audiences

Marketing in the addiction treatment area does not typically diverge from safe, generic projects. This isn’t because of a desire to play it safe. Rather it shows an absence of elegance and objection to test marketing costs, Nick Jaworski, CEO of the behavioral health- focused marketing company Circle Social Inc., informed BHB

” I honestly appreciate the audacity … It’s good to see people ready to take a danger of sorts,” Jaworski stated of his preliminary response to the campaign. “The follow-up to that is this messaging is not the danger I would take.”

Marketing efforts for MAT providers have 2 audiences in Jaworski’s evaluation– community recommendation partners and the Medicaid population.

The previous are companies that worth cooperation in dealing with a common difficulty. The latter is indifferent to the “politics” of the addiction treatment area and distinction in treatment, Jaworski included.

“It’s really gon na be antagonistic towards the recommendation partners, in my viewpoint,” Jaworski stated. “I believe it’s not the best messaging that’s going to be handy for them or extremely encouraging of the field and their goals in basic.”

Lots Of providers do not look beyond the tracking metrics for digital advertisements through the sales funnel.

Jaworski competes that a lot of people looking for MAT have actually not had a disappointmentwith rehab Rather, they are looking for that medication as part of atreatment plan

” Any clinician that works in an abstinence-based treatment center, and anybody that works in the market exterior of MAT, it’s gon na piss people off,” Daniel Gemp, president of Dreamscape Marketing, informed BHB. “Marketing is part art, part science … I resembled, ‘You put the [art] in there, I get what you’re doing. But you didn’t put the science part in there.'”

The aggressiveness in the marketing makes “rehab” the opponent in the story of the Ophelia Health marketing campaign, Gemp stated. Rather, the real opponent of addiction treatment is addiction.

Even in comparable campaign language that use obscenities, such as with particular cancer awareness efforts, make the illness the opponent in the story, not the providers that treat it.

” F * ck Rehab isn’t always the issue– rather, the expectation that the deliverable of rehab consists of ensured sobriety as an item versus a process,” Gemp stated. “Is an orthopedic cosmetic surgeon effective if you do not do the therapy or follow-up work required for a complete and robust recovery? F * ck Knee Surgery? … Does an oncologist remedy cancer? F * ck cancer treatment? I’m more sturdily on the side of ‘F * ck Cancer,’ ‘F * ck Addiction.'”

The effect

Ophelia Health hopes to be an incentive to higher adoption of MAT as a first-line treatment and difficulty rehab as the default choicefor care The business commissioned a media audit of OUDcoverage It discovered that more than 90% of media provides OUD in terms of overdoses and addiction with the little rest dealing with OUD in termsof treatment

The best danger of the campaign, Friedman stated, is that it makes “some people upset and begins a discussion.” Nevertheless, no marketing effort manages how messages are gotten by an audience.

” Out of an abundance of care, I ‘d be a little worried that possible patients would take the message actually and pick not to pursue treatment of any kind,” Gemp stated. “If I’m doing heroin and I see a poster that states “F * ck Rehab” and I concur with it, I’m not going to call Ophelia. I’m simply not going to get any treatment.”

Jaworski explains that provocative language has actually achieved one goal of marketing, getting attention.

Source: Supplied by Ophelia Health

But he called that the primary step of marketing. The next action is creating messages that produce a brand name, or track record, for business that assists it grow. The Ophelia Health campaign does not get to that point, Jaworski stated.

” Slamming others in the area is not going to be looked on positively by anybody,” Jaworski stated. “Exists a legitimate discussion to have focused on results and enhancement and making certain that we’re all doing a much better task? Yes, that’s an extremely essential discussion that we ought to all be having.

“But we should not be doing it by taking down other people in the area; we ought to be doing it by interacting and structure people up.”

Friedman states she anticipates the campaign to have actually deserved it. The physical media has a four-week flight. Much of the work of getting the campaign going was done in- home, she stated.

She likewise minimized the possibility that people would be switched off from getting any treatment for OUD if they see “F * ck Rehab” advertisements and take them actually.

” I do not understand what … would be a danger that we’re not prepared to face, that would not be anticipated,” Friedman stated.

Leave a Comment

Our trained counselors are here to help answer anything.

Have Questions?