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UX Design

Content Development

Morningside Recovery

Web Content Development

The Problem

Morningside Recovery’s web content problem limited its ability to attract new admissions. With previous Black-Hat SEO tactics, the website ranked much lower than expected with Google. Morningside relied heavily on an out-of-state SEO firm and paid search advertising to counter Google’s website penalty in attracting new admissions. Both cost the company tens of thousands of dollars each month. Since addicts don’t independently research and source addiction recovery services, it’s up to family and loved ones to search for facilities. Insurance coverage, detox, and travel are significant concerns. Researching Morningside on the web was difficult because Morningside’s web content was poorly written and sometimes nonsensical – for example, there was a section on LSD Addiction. As a result, the admissions team bypassed the website and spent much time educating and convincing potential attendees that Morningside was the correct facility.

The Solution

I designed a multi-channel end-user strategy with additional Morningside properties. Morningside Recovery, Hasani Ranch, Bipolar Treatment, and Discovery Houses. I built a digital marketing team of six that included: Two Developers, Content, Paid Search, SEO, and Social Media.

  • Websites were rebuilt and technically optimized for SEO
  • SEO research identifies search terms
  • Updated content targeting friends and family
  • Engaged with treatment influencers like legal professionals, medical doctors, therapists, and interventionists
  • Weekly blog posts discussing newsy topics
  • Integrated CRM and call tracking
  • Leveraged reputation management

Fake Xanax Killing People

Using the examples of employer portals I’ve used in the past at Apple and Microsoft, I designed an employee experience designed to give the employee product information and service updates quickly, see how the company is climbing the ladder of success, and give a sense of security in a growing industry.

  • ~18k impressions
  • 20 incoming calls
  • Two facility admissions.

Sugar is the new cocaine

I had our content writer create a blog post piggybacking off a few sugar documentaries popular at the time,” Fed-up (2014), That Sugar Film (2014), and Sugar Coated (2015).

  • ~16,500 impressions
  • 242 Reactions

Response to the Pulse Nightclub mass shooting.

Morningside had a successful LGBTQ recovery program. I asked my content writer to address the tragedy to reassure MSR’s continued commitment to the LGBTQ community.

  • 199 Reactions

Response to the growing opioid epidemic in 2015

In the spring of 2016, Narcan was hitting the market. I asked our content writer to leverage the news item and create a blog post. This was one of the most popular blog items in 2016.

  • 232 Reactions

Content Marketing

I worked with the LA Times to create content marketing campaigns targeting specific groups of individuals. MSR subject matter experts (SMEs) provided background information

  • First Responders
  • Military Personnel
  • LGBTQ Community

Website V3.0 design by Ralph Hermans.

Internal Marketing

Various internal marketing programs where I designed the graphics primarily using Adobe Photoshop and Illustrator.

Internal facility marketing example. "Prove them wrong."
Examples of internal marketing I designed for electronic signage and wall graphics.
Hasinai Ranch Take Away designed using Adobe InDesign and Photoshop.
Morningside's got talent wall banner designed using Adobe Illustrator and Photoshop.

Custom Web Content

Photography by Ross Laurence for addiction recovery and sober living marketing – “Come to California for addiction recovery.

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Stephen J. Gaines

The Wrangler Himself
209 E Santa Fe Court
Placentia, CA 92870